The complexity of value in the luxury industry: From consumers’ individual value perception to luxury consumption

Research output: Contribution to journalArticleResearchpeer review

Authors

  • Nadine Hennigs
  • Klaus Peter Wiedmann
  • Christiane Klarmann
  • Stefan Behrens
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Details

Original languageEnglish
Pages (from-to)922-939
Number of pages18
JournalInternational Journal of Retail and Distribution Management
Volume43
Issue number10-11
Publication statusPublished - 6 Oct 2015

Abstract

Purpose – In an attempt to satisfy the rising demand for luxury in the era of the “democratisation of luxury” or the “luxurification of society” without threatening the uniqueness and exclusivity of luxury brands, a profound understanding of the luxury concept and its deeper values is essential. As the complexity of luxury value and the assessment of effects on individual luxury value perception and related behavioral outcomes are still poorly understood and widely unexplored, the purpose of this paper is to fill this research gap. Design/methodology/approach – In the exploratory study context of examining the antecedents and outcomes of individual luxury value perception, PLS path modeling was used for the empirical tests of the hypotheses. Findings – The results support the assumption that the desire for luxury brands involves several dimensions of luxury value including financial, functional, individual and social consumer perceptions. Besides, the individual luxury value perception is significantly related to the consumption of luxury goods in terms of purchase intention, recommendation behavior and the willingness to pay a premium price. Originality/value – The incremental value of the present study is to present and empirically verify a concept that embraces the complexity of luxury value and its causal effects on different aspects of luxury consumption. The results have important implications for luxury brand management and future research in the domain of luxury goods. By addressing the specific value aspects that are highly relevant for consumer loyalty to the brand, a luxury company can stimulate purchase behavior with appropriate marketing campaigns that create and preserve the most important value aspects throughout the supply chain from production to distribution.

Keywords

    Customer perceived value, Luxury brand management, Luxury consumption, Luxury value chain

ASJC Scopus subject areas

Sustainable Development Goals

Cite this

The complexity of value in the luxury industry: From consumers’ individual value perception to luxury consumption. / Hennigs, Nadine; Wiedmann, Klaus Peter; Klarmann, Christiane et al.
In: International Journal of Retail and Distribution Management, Vol. 43, No. 10-11, 06.10.2015, p. 922-939.

Research output: Contribution to journalArticleResearchpeer review

Hennigs, N, Wiedmann, KP, Klarmann, C & Behrens, S 2015, 'The complexity of value in the luxury industry: From consumers’ individual value perception to luxury consumption', International Journal of Retail and Distribution Management, vol. 43, no. 10-11, pp. 922-939. https://doi.org/10.1108/IJRDM-07-2014-0087
Hennigs, N., Wiedmann, K. P., Klarmann, C., & Behrens, S. (2015). The complexity of value in the luxury industry: From consumers’ individual value perception to luxury consumption. International Journal of Retail and Distribution Management, 43(10-11), 922-939. https://doi.org/10.1108/IJRDM-07-2014-0087
Hennigs N, Wiedmann KP, Klarmann C, Behrens S. The complexity of value in the luxury industry: From consumers’ individual value perception to luxury consumption. International Journal of Retail and Distribution Management. 2015 Oct 6;43(10-11):922-939. doi: 10.1108/IJRDM-07-2014-0087
Hennigs, Nadine ; Wiedmann, Klaus Peter ; Klarmann, Christiane et al. / The complexity of value in the luxury industry : From consumers’ individual value perception to luxury consumption. In: International Journal of Retail and Distribution Management. 2015 ; Vol. 43, No. 10-11. pp. 922-939.
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