For a brand with high value as Luxury goods, brand building and management have great significance. As one of the basic attributes of the brand, how consumer's self-gifting motivation effects the perceived brand identity is being concerned more and more by the industry and academia. Studies have sho...
For a brand with high value as Luxury goods, brand building and management have great significance. As one of the basic attributes of the brand, how consumer's self-gifting motivation effects the perceived brand identity is being concerned more and more by the industry and academia. Studies have shown that US consumers from different economic and social status needs choose different brands of luxury goods. Currently it is rarely studied of which seems to be more meaningful to Chinese people whether consumers with different shopping motivation have different purchase preferences, or consumers' internal shopping motivation as self-gifting effects brand identity. In the past studies, scholars have researched self-gifts as an internal purchase motive and Mortimer & Bougoure (2015), who developed the self-gifting consumer behavior scale, carried out the research from reward, celebration, hedonic, and therapeutic view. Most of the scholars have researched self-gifts by experimental study, without SEM. Therefore, this study researched self-gifts as an internal purchase motive from Reward, Celebration, Hedonic, and Therapeutic view to explore the effects of purchase motive of self-gifting on the luxury brand identity, and to explore the consumer behavior. The study found that (1) reward self-gifting positively impacts on Luxury brand identity; (2) therapeutic self-gifting positively impacts on Luxury brand identity; (3) celebratory self-gifting positively impacts on Luxury brand identity; (4) Self-enjoyment lifestyle positively impacts on Luxury brand identity; (5) Fashion-oriented lifestyle positively impacts on Luxury brand identity; (6) Luxury brand identity positively impacts on purchase intention.
Self-gift consumer groups have strong spending power, with high commercial value in some extent. Understanding the target consumer motives and aspirations in a particular context helps to set an effective marketing strategy which has positive practical significance for enterprises to establish and maintain competitive advantage.
First, expressing the core of objective product features and performance should also enhance the sensory characteristics of the product, bringing the consumer sensory pleasure. Second,enterprises can do more reasonable pricing to obtain higher profits. Third, companies should put forward the advertising appeals for the most important and several self-gift background context and motivation. Fourth, luxury company should develop strategies to reduce the consumer's guilt. Fifth, in the service environment, enterprises should utilize light, background music, and display to create a favorable atmosphere for consumption, and guide the consumer's emotions which will be helpful for self-gift behavior. Sixth, the enterprises in the marketing practice should be able to understand as much as possible the views of leaders that play a greater impact by word of mouth and with professionals, authoritative groups, industry associations, and consumer associations. Seventh, the luxury company should reflect more the characteristics of the brand in the details and identify the product brand by the details without logo. Eighth, in the face of the publicity process, luxury goods companies should not be limited to a particular commodity, but should focus on the brand concept of publicity.
Key Words : self-gifting , luxury brand , brand identity , lifestyle
For a brand with high value as Luxury goods, brand building and management have great significance. As one of the basic attributes of the brand, how consumer's self-gifting motivation effects the perceived brand identity is being concerned more and more by the industry and academia. Studies have shown that US consumers from different economic and social status needs choose different brands of luxury goods. Currently it is rarely studied of which seems to be more meaningful to Chinese people whether consumers with different shopping motivation have different purchase preferences, or consumers' internal shopping motivation as self-gifting effects brand identity. In the past studies, scholars have researched self-gifts as an internal purchase motive and Mortimer & Bougoure (2015), who developed the self-gifting consumer behavior scale, carried out the research from reward, celebration, hedonic, and therapeutic view. Most of the scholars have researched self-gifts by experimental study, without SEM. Therefore, this study researched self-gifts as an internal purchase motive from Reward, Celebration, Hedonic, and Therapeutic view to explore the effects of purchase motive of self-gifting on the luxury brand identity, and to explore the consumer behavior. The study found that (1) reward self-gifting positively impacts on Luxury brand identity; (2) therapeutic self-gifting positively impacts on Luxury brand identity; (3) celebratory self-gifting positively impacts on Luxury brand identity; (4) Self-enjoyment lifestyle positively impacts on Luxury brand identity; (5) Fashion-oriented lifestyle positively impacts on Luxury brand identity; (6) Luxury brand identity positively impacts on purchase intention.
Self-gift consumer groups have strong spending power, with high commercial value in some extent. Understanding the target consumer motives and aspirations in a particular context helps to set an effective marketing strategy which has positive practical significance for enterprises to establish and maintain competitive advantage.
First, expressing the core of objective product features and performance should also enhance the sensory characteristics of the product, bringing the consumer sensory pleasure. Second,enterprises can do more reasonable pricing to obtain higher profits. Third, companies should put forward the advertising appeals for the most important and several self-gift background context and motivation. Fourth, luxury company should develop strategies to reduce the consumer's guilt. Fifth, in the service environment, enterprises should utilize light, background music, and display to create a favorable atmosphere for consumption, and guide the consumer's emotions which will be helpful for self-gift behavior. Sixth, the enterprises in the marketing practice should be able to understand as much as possible the views of leaders that play a greater impact by word of mouth and with professionals, authoritative groups, industry associations, and consumer associations. Seventh, the luxury company should reflect more the characteristics of the brand in the details and identify the product brand by the details without logo. Eighth, in the face of the publicity process, luxury goods companies should not be limited to a particular commodity, but should focus on the brand concept of publicity.
Key Words : self-gifting , luxury brand , brand identity , lifestyle
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