What (really) drives consumer love for traditional luxury brands? The joint effects of brand qualities on brand love

Naser Pourazad, Lara Stocchi, Nina Michaelidou, Vipul Pare

Research output: Contribution to journalArticlepeer-review

99 Downloads (Pure)

Abstract

This study explores the links between the drivers of love towards traditional luxury brands and the key outcomes of these. In more detail, we use the stimulus–organism–response (S-O-R) as an overarching framework to theorise and empirically test relationships between brand uniqueness, hedonism, brand prestige and symbolism (stimuli); brand love (organism); and purchase intention, positive word-of-mouth, and attitudinal brand loyalty (response). We also evaluate the mediating role of brand prestige, brand symbolism and brand love. The results of Partial Least Squares Structural Equation Modelling (PLS-SEM) conducted on survey data from Australian consumers indicate that only hedonism drives brand prestige and symbolism. Brand prestige and symbolism then jointly shape brand love for traditional luxury, ultimately impacting all response variables. Besides advancing existing research on luxury brand love, the results also contribute to practice, illustrating the strategies managers of traditional luxury brands can use to obtain a competitive edge.

Original languageEnglish
Pages (from-to)1-25
Number of pages25
JournalJournal of Strategic Marketing
DOIs
Publication statusE-pub ahead of print - 26 Jul 2023

Keywords

  • Brand love
  • traditional luxury brands
  • brand uniqueness
  • brand prestige
  • hedonism

Fingerprint

Dive into the research topics of 'What (really) drives consumer love for traditional luxury brands? The joint effects of brand qualities on brand love'. Together they form a unique fingerprint.

Cite this