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Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap

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  • Han, Sang-Lin
  • Kim, Kihyung

Abstract

This study examined how the consumption values of luxury brands lead to their patronage. We examined the effects of functional, symbolic, experiential, and zero-moment-of-truth (ZMOT) values on patronage intention through the emotional response process of flow and compatibility using the stimulus–organism–response framework. Furthermore, latent mean analysis of the moderating effects of different groups was conducted. The findings demonstrate that experiential, functional, symbolic, and ZMOT values influence emotional reactions to luxury brand experiences, and these reactions vary among groups. Marketers should increase the value of the luxurious consumption experience and create different values for various consumer groups and categories to expand luxury brands.

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  • Han, Sang-Lin & Kim, Kihyung, 2020. "Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:joreco:v:57:y:2020:i:c:s0969698920312571
    DOI: 10.1016/j.jretconser.2020.102249
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    5. Young Joong Kim & Jung Sook Park & Hyeon Mo Jeon, 2021. "Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
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    7. Shahzad Khalil & Mirza Ameen ul Haq, 2022. "Enhancing Retail Brand Equity through Consumption Value: The Mediating Effect of Brand Experience," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 114-126, March.
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