Uncovering the relationships between aspirations and luxury brand preference
By Yann Truong, R. McColl, Philippe Kitchen. 2010
119 citations recorded by the source corpus.
Purpose – This paper seeks to test the effects of intrinsic and extrinsic aspirations on luxury brand preference. The objective is to help luxury marketers better understand and anticipate the psychological needs of their customers.Design/methodology/approach – Based on a thorough review of the literature, a series of hypotheses are derived and tested using confirmatory factor analysis and structural equation modeling. The final sample consists of a total of 615 participants.Findings – The main findings show that aspirations can affect luxury brand preference depending on the type of aspirations: positive for extrinsic aspirations and negative for intrinsic ones. The findings also suggest that intrinsic aspirations play a more substantial role in luxury consumer behavior than had been previously thought.Practical implications – The findings suggest that luxury marketers should take into consideration the duality of intrinsic and extrinsic aspirations when designing marketing campaigns. Particularly, focus...
Subfields: Cognitive Neuroscience, Marketing, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/333065181fce6d0739030887352fd4764190bbb2
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Citations in the corpus
- Consumer Meaning Making: The Meaning of Luxury Brands in a Democratised Luxury World (2013, background): “…the dual classification of the functions of luxury brands (i .e . expressive and impressive; Tsai 2005; Kapferer & Bastien 2009; Truong 2010; Truong et al. 2010; Hudders 2012) and taking the features of new luxury brands into account (Silverstein & Fiske 2003), the physical and psychosocial…”
- The role of self-determination theory in marketing science: An integrative review and agenda for research (2019, unknown): “For example, Truong et al. (2010) investigated the effect of intrinsic versus extrinsic life goals and/or aspirations on brand preference in the luxury product category.”