The influence of perceived rarity and luxuriousness on consumers' brand attitudes: Observations in Japan

Ken Kumagai, Shin'ya Nagasawa

研究成果: Article査読

1 被引用数 (Scopus)

抄録

When a non-luxury apparel brand attempts to raise its brand value by employing the luxury strategy, rarity management is a brand manager's concern. This study focuses on apparel brand's rarity as perceived by consumers and its influence on consumers' brand attitudes depending on the extent of the brand's luxuriousness. In this paper, a consumer survey is conducted in Japan to analyze consumers' perceptions and attitudes toward 10 leading apparel brands. The results of principal factor analysis and regression analysis suggest that the higher a brand's luxuriousness is, the more strongly its perceived rarity positively impacts on consumers' brand attitudes. On the contrary, it is suggested that the lower a brand's luxuriousness is, the more strongly its perceived rarity negatively impacts on consumers' attitudes. This result implies the existence of the snob effect for luxury brands. Conversely, investments to raise consumers' perceived rarity potentially might harm consumers' attitudes towards the brand when the extent of brand's luxuriousness is low.

本文言語English
ページ(範囲)504-511
ページ数8
ジャーナルJournal of Advanced Computational Intelligence and Intelligent Informatics
20
4
DOI
出版ステータスPublished - 2016
外部発表はい

ASJC Scopus subject areas

  • 人間とコンピュータの相互作用
  • コンピュータ ビジョンおよびパターン認識
  • 人工知能

フィンガープリント

「The influence of perceived rarity and luxuriousness on consumers' brand attitudes: Observations in Japan」の研究トピックを掘り下げます。これらがまとまってユニークなフィンガープリントを構成します。

引用スタイル