Consumption of secondhand luxury goods is rapidly developing in China, but the market share of secondhand luxury goods in the overall luxury market is still below that of developing countries and the world’s average level. This study uses a multi-method approach to promote the increase of secondhand luxury goods consumption in China. First, a qualitative study was carried out to identify potential attitudes and barriers towards Chinese consumers’ consumption of secondhand luxury goods. Then, based on qualitative research results and prior studies, the barriers associated with purchasing secondhand luxury goods were identified as five categories of perceived risks. The research model was verified through quantitative research. The results demonstrated that perceived value of luxury goods was negatively affected by four types of perceived risk, but not by financial risk. In addition, perceived value positively affected purchase intention of secondhand luxury goods.

This study analyzed what premium features significantly affect customer satisfaction and their recommendation, and what factors significantly affect product attributes. In the process, first, the loyalty program and the customer compensation program were studied to determine the impact of the customer satisfaction and recommendation. The study analyzed that quality and design of product properties had significant effects on all factors, but the brand was not significantly affected. Second, while superiority, differentiation and scarcity of luxury items are significant to customer satisfaction but superiority is only significant in relation to recommendation intention. Third, the preceding study shows that the customer compensation program has a significant impact on sales growth, but the study found that it was not for imported luxury car customers. Fourth, if the royalties program is low in awareness, it has been analyzed that the scarcity and customer satisfaction relationships among luxury goods have been adjusted. On the contrary, if there is a high level of awareness, it is analyzed that there is a control effect customer satisfaction and differentiation among luxury brands. In the conclusion, in order to satisfy customers at the import luxury car market, the differentiation of luxury goods by standard index must be strengthened and the brand must be strengthened among the attributes of the product. In addition, by raising awareness of the royalties program, the relationship between differentiation and customer satisfaction can be enhanced.

This study seeks to examine the effects of customer’s power motivation in the social media context, driven primarily by to extend the theory of how powerlessness induces compensatory consumption (Rucker and Galinsky, 2008). Power motivation refers to a chronic desire to strive and retain power (Maner, Gailliot, Butz, & Peruche, 2007). Given that positions of power are often associated with enjoyment of social and material rewards, naturally some individuals strive to achieve and retain positions of power as a satisfying goal in itself (Cassidy and Lynn, 1989). These ‘power-strivers’ are motivated to achieve status and superiority, and prone towards negative emotional states when confronted with situations that induce a state of powerlessness. The sense of inferiority have been shown to lead to greater desire for status-enhancing goods, such as luxury items with more prominently displayed brand names to restore their sense of wellbeing (Rucker and Galinsky, 2009). In the context of social media, research suggests that longterm exposure to upward social comparisons on social media resulted in lower levels of self-esteem (Vogel, Rose, Roberts, & Eckles, 2014). We argue that observing other people’s ‘highlight reel’ on social media may also negatively influence the consumers’ sense of power. Thus, these type of consumers are likely to be more receptive towards communications that advertise status-enhancing goods. However, this effect should be particularly pronounced in consumers who have high power motivation in the first place. Subsequently, our first proposition is that when exposed to negative social comparisons, power motivation would moderate the consumers’ sense of inferiority and lead to more positive attitude towards advertisements of luxury goods. Our second proposition points to mindfulness as a palliative to mitigate this sense of inferiority, since exercising mindfulness enables better self-regulation that contributes to behaviors and decisions that positive contribute towards one’s wellbeing (Brown and Ryan, 2003). Two experimental studies confirm our hypotheses that when exposed to upward social comparisons on social media, power-strivers exhibit more positive attitude towards advertisements of luxury goods, mediated by a sense of inferiority. In the second study we found that implicitly inducing mindfulness mitigates the effects of power motivation. This paper thus enriches the understanding of the role of consumers’ sense of power in the context of social media. Furthermore, we offer a balanced view that (1) unpacks how marketers could exploit social media features to induce desire for luxury goods but also (2) suggests ethical solutions that contributes to positive psychology literature in the context of social media usage.

Even though luxury brands embraced social media (Godey et al., 2016; Kim & Ko, 2012), research on the use of social media for luxury brand marketing is limited. Given the increasing popularity of social media, it is imperative to examine social media-based communication strategies for luxury brands to achieve desirable consumer evaluations of brands and advertising. This research explored the role of brand anthropomorphism strategies in social media in enhancing consumers’ advertising and brand evaluations. Specifically, this research investigated (1) the effects of verbal-based brand anthropomorphism in the luxury goods brand context (Study 1), (2) the effects of verbalbased brand anthropomorphism in the luxury service brand context (Study 2), and (3) the effects of verbal-based brand anthropomorphism cues (Study 3) on consumers’ luxury brand and advertising evaluations. Studies 1 and 2 both collectively examined the role of self-focused anthropomorphized brand effects in two different contexts. Consumers easily connect themselves with an anthropomorphized advertising, compared to an objectified advertising for luxury brands. Study 3 identified the fit between luxury brand type and an anthropomorphized brand cue to explore the effectiveness of brand anthropomorphism. Depending on the type of luxury brands, consumers processed anthropomorphized brand cues differently. Consumers favorably perceived the fit between luxury good brands and partner cues; on the other hand, consumers favorably perceived the fit between luxury service brands and servant cues. Results of this research contribute to the social media advertising and luxury brand marketing literature by clarifying the role of brand anthropomorphism in consumer-brand relationships as well as in brand-advertising relationships. Results also provide industry suggestions for delivering personified brand messages to have desirable consumer brand and advertising evaluations.

This research investigates luxury consumption preferences for different types of luxury goods (quiet vs loud) and shopping environments (online vs offline), as a function of individual motivation (bandwagon vs snob) and self-construal (independent vs interdependent), using a quantitative approach (online survey). Bandwagon-motivated consumers, as well as those with higher levels of interdependent self-construals show significant preferences for conspicuously branded luxury goods. Conversely, snobmotivated consumers show significant preferences for inconspicuously branded luxury goods. Finally, consumers displaying preferences for conspicuously branded luxury goods engage in both webrooming and showrooming behaviours, highlighting the complementary nature of online and in-store shopping. Results are discussed in the light of luxury consumption in the 21st century.

The economic growth that East Asian countries (in particular China) experience led to a dramatic increase in the demand for luxury products. The widespread use of them has eliminated to an extent the scarcity effect that distinguishes luxury products from ordinary goods. Yet, these products are largely desired, sought after and distributed with a high price tag, thereupon establishing the new class of neo-luxury products. The current body of knowledge regarding the consumption of luxury products is mostly based on economic and marketing research. There is little reference to the design of luxury goods and even less reference to the effects of design on the perception of luxury goods. Often, marketing research uses terms such as authenticity and aesthetics when defining and describing luxury brands and goods. Nonetheless, “design” is almost completely overlooked in these analyses. Rather, there is an assumption that design is automatically considered an embedded part of luxury creation through words such as “authentic”, “aesthetic” and “heritage.” Nonetheless, looking at the heritage aspects of luxurious products design, one may identify the building blocks that have been present in this market for centuries to create successful brands and products and, during the recent global economic changes, have transform into the new category of "mass luxury". This new product category of neo-luxury products should be looked at and analysed as a class of its own, distinct from luxury goods. In this respect, the luxury segment of the Chinese market is particularly interesting, since it had not experienced this genre of consumerism during most of the contemporary history of the western luxury industry post WWII. Thereupon, the new luxury design that addresses this rapidly growing and relatively immature market does it by harnessing the heritage and the conventional framework of luxury and luxury goods in new ways that can referred to as neo-luxury. The role and position of luxury goods are somewhat questioned in today's mass market: Often, in past times, luxury was associated with rarity (or, at least, with singling out an individual user from the masses of consumers of a similar category product). The paper aims at identifying the attributes of the new, rising class of neo-luxury products that distinguish themselves from the “conventional” luxury goods by utilizing qualitative materials and design. In this respect, aspects of heritage play a major role in the strategic design of these products. Further, they assist in establishing, promoting and

In the context of the consumption of luxury goods, WOM generation seems to be an important way for individuals to express their identity. It has long been implied that luxury goods should be “conspicuous” because, generally, individuals are motivated to consume particular goods to communicate their social identity (cf. Belk, 1988; Berger & Health 2007). However, once individuals send positive messages about a luxury good, that item may be adopted by others whom they dislike. Thus, individuals may use moderation in generating positive WOM and prevent use of their favorite luxury brands from trickling down (Berger & Ward, 2010). In this regard, recent research has examined the effects of need-for-uniqueness (NFU) on consumers’ intention to generate word-of-mouth (WOM) and suggested that high-NFU consumers are unwilling to generate (positive) WOM because WOM results in the adoption of the product and would harm the consumers’ unique image (Cheema & Kaikati, 2010). However, they have focused on only one (avoidance-of-similarity) of the three types of NFU: avoidance of similarity (AS), unpopular choice counter-conformity (UCC), and creative choice counter-conformity (CCC) (Tian, Bearden, & Hunter, 2001). The purpose of this study is to examine how different types of NFU affect consumers’ willingness to generate WOM, considering the moderating role of product domain in the relationship between NFU and WOM. We examined the effects of types of NFU and product domain on positive WOM generation using a 3 (WOM sender type: high-AS/high-UCC/high-CCC consumers) × 2 (product domain: more identity-relevant, luxury vs. less identity-relevant, ordinary goods) between-subjects experimental design. The participants were 80 university students. We selected a high-quality coat as a luxury item and a high-end flash drive as an ordinary product. The former was represented as more identity-related than the latter. The results of ANOVA showed that three types of NFU have different effects on consumer’ willingness to generate positive WOM. High-AS consumers, as well as high-UCC consumers, are more unwilling to generate positive WOM, whereas high-CCC consumers are more willing to generate WOM; moreover, these effects are more pronounced when the consumers were referencing a more identity-relevant, luxury good. The implications of this study may help firms understand the factors that elicit or prevent WOM generation.

Introduction Social and environmental damage from unsustainable fashion manufacturing (Kang, Liu, & Kim, 2013) should be addressed using sustainability marketing communications (Lu, Bock, & Joseph, 2013). Millennials are both sustainability-conscious (Lu et al., 2013) and prevalent consumers of luxury (Giovannini, Xu, & Thomas, 2015). Perceptions of luxury products using recycled fabrics were found to be negative (Beckham & Voyer, 2014). Millennials purchasing sustainable luxury goods using recycled materials may be viewed as paradoxical due to mixing prestigious luxury with disposable recyclables. Approach Impression Formation Theory (Asch, 1946) was used to determine how brand characteristics merge into a sustainable luxury brand impression. This study proposed the following hypotheses. H1a: As compared to millennials exposed to a sustainable luxury brand description, those exposed to a luxury only brand description will have a higher level of luxury impression. H1b: As compared to millennials exposed to a luxury only brand description, those exposed to a sustainable luxury brand description will have a higher level of sustainability impression. H2: (a) Luxury brand impression and (b) sustainable brand impression will positively influence the attitude toward the luxury brand. H3: Attitude toward the luxury brand will positively influence millennials’ purchase intention of its goods. Method Between-subjects experimental design was used to test the hypotheses. Two randomly assigned groups received an online survey via Amazon Mechanical Turk with either a luxury only (without the description of recycled materials) or a sustainable luxury brand (describing the use of recycled materials) description. The survey consisted of 5-point Likert-type scales measuring: brand impression (Aaker, 1997), brand attitude (Spears, & Singh, 2004), and willingness to buy luxury brand products (Dodds, Monroe, & Grewal, 1991). SPSS and MPlus were used to perform statistical analysis and multi-group SEM. Results A usable sample of 355 Millennial consumers was an average of 28 years of age (49% male and 51% female). The manipulation of brand description (luxury only and sustainable luxury) was successful. Reliability analysis revealed that all the variables had Cronbach’s α > .70 indicating an acceptable internal consistency. Hypotheses 1b, 2a, and 3 were supported, while hypotheses 1a and 2b were not supported. Conclusion The impression of luxury was the sole impression to significantly predict attitude towards the brand, and attitude positively influenced purchase intention for both brand descriptions. Luxury brands should consider using recycled materials and provide marketing communication that favors sustainable brand positioning.

This paper aims to identify the impact on self-satisfaction of shopping tendencies and purchase behaviors for luxury goods. The research was conducted by survey method using questionnaires. The subjects of this study were female consumers from 20 to years old with a high pusrchasing capability for luxury goods. Using the statistics program SPSS 21.0, factor analysis, reliability analysis, one-way ANOVA, and multiple-regression analysis were executed. The analysis results are summarized below. For shopping tendency depending on ages, pleasure pursuit tendency showed insignificant difference in 40~50s, but significant difference in 20~30s. For the self-satisfaction, the interpersonal satisfaction showed the difference by age group, which was much higher in the respondents in 30~50s than those in 20s. Individuality pursuit tendency and rational shopping tendency had impact on self-satisfaction and rational shopping tendency on interpersonal satisfaction in 20s. Pleasure pursuit tendency and rational shopping tendency had impact on self-satisfaction and interpersonal satisfaction and pleasure pursuit tendency on the economic satisfaction in 30s. Pleasure pursuit tendency had impact on self-satisfaction and economic satisfaction and rational satisfaction on interpersonal satisfaction in 40s. Pleasure pursuit tendency and rational shopping tendency had impact on self-satisfaction and interpersonal satisfaction in 50s. High quality had impact on self-satisfaction and economic satisfaction and practicality on interpersonal satisfaction in 20s. High quality had impact on self-satisfaction and interpersonal satisfaction in 30s. High quality had impact on interpersonal satisfaction in 40s. High quality had impact on all elements of self-satisfaction for the respondents in 50s, practicality had negative impact on interpersonal satisfaction.

The purpose of this study is to investigate which of the main social and personality factors affect the attitudes of consumers towards counterfeit products and their purchase intentions in one of largest counterfeit product market as much as the attractive one for the Global Luxury goods ,namely Turkey.

Most religious teachings support the idea that money and materialism are at the root of all evil. However, reality is not so rigorous and many times materialism seems even a blessing. The purpose of this study is to investigate and compare religious and non-religious consumer on their perspective toward materialism, and through it, luxury brand and purchase intention. The total sample consisted of 491 university Asian students. Results show that religious consumers are not necessarily against neither materialism nor luxury brand possession. Consumers’ religiosity did not influence their perspective toward materialism or luxury goods. This creates an opportunity for managers to promote luxury brand toward religious consumers especially in Asia, where religion is more prevalent.

The market for counterfeit luxury fashion goods is proliferating across the globe. In an effort to provide some insight into this phenomenon, this study aimed to identify the antecedents of attitudes toward counterfeits of luxury fashion goods. As antecedents, counterfeit proneness and attitudes toward counterfeiting were considered. It was hypothesized that counterfeit proneness not only influences attitudes toward counterfeits of luxury fashion goods directly but also indirectly through attitudes toward counterfeiting. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the hypothesized model suggest that the model fits the data well. Factor analysis revealed that counterfeit proneness and attitudes toward counterfeits of luxury fashion goods were uni-dimensional and that attitudes toward counterfeiting were two dimensional, which are ‘normatively less susceptible’ and ‘value conscious’. Test of the hypothesized path showed that counterfeit proneness influences attitudes toward counterfeits of luxury fashion goods indirectly through the two factors of attitudes toward counterfeiting. The results suggest some implications for anti-counterfeit businesses.

Purpose - This study investigated the relationship among cultural disposition (Chemyeon, Noonchi, Woozzul), media use, and attitude toward luxury goods consumption. Research design, data, and methodology - We analyzed online survey data for 300 Korean Women between 20 and 39 years of age who lived in Seoul, capital of South Korea. We used multiple regression analysis to examine the relative influence of cultural orientation on cognition of luxury goods, Sobel test. to determine mediating effect, and a two-way analysis of variance in IBM SPSS 23.0. Results - The finding suggests that cultural disposition (Chemyeon, Noonchi, conspicuous Woozzul) correlated significantly with perceived self-identity, attitude toward luxury goods. The effects of Chemyeon, Noonchi, and selfish Woozzul on the attitude toward luxury goods was fully mediated by perceived self-identity. However, association between conspicuous Woozzul and attitude toward luxury goods was partially mediated by perceived self-identity. Regarding media effects, the results indicate that there were interaction effects between selfish Woozzul and amount of time spent on TV on attitude toward luxury goods, as well as between selfish Woozzul and amount of time spent on Internet. Conclusions - These findings suggest that luxury goods consumption of Korean young women is consumer behavior that reflects individual cultural disposition and media use.