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The impact of increased brand penetration on luxury desirability: a dual effect

Author

Listed:
  • Jean-Noël M. Kapferer

    (INSEEC Business School)

  • Pierre Valette-Florence

    (Grenoble-IAE
    CERGAM, EA, 4225)

Abstract

Despite some temporary slowdowns, variations by region, and slower growth rates in recent years, the modern luxury market has shown striking growth worldwide since 1994. One determinant of this growth is luxury brands’ efforts to sell not just function or performance but also dreams of a privileged, exclusive life, achieved through the ownership or consumption of hedonistic products, services, and experiences that feature the marks of well-known brands with high symbolic capital. Yet ever-growing sales seemingly might dilute the desirability of luxury brands. Using the perceptions of 1286 affluent Western consumers of 60 luxury brands, this study conducts a partial least squares structural equation modeling analysis to unveil a dual effect of increased brand penetration on the luxury dream: It empowers product-related brand perceptions, but it endangers the extrinsic facet of brand prestige. This study recommends some solutions to rebuild the luxury dream and offset the potential for eroded desirability of luxury brands.

Suggested Citation

  • Jean-Noël M. Kapferer & Pierre Valette-Florence, 2018. "The impact of increased brand penetration on luxury desirability: a dual effect," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 424-435, September.
    • Handle: RePEc:pal:jobman:v:25:y:2018:i:5:d:10.1057_s41262-018-0091-7
    DOI: 10.1057/s41262-018-0091-7
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    References listed on IDEAS

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    Cited by:

    1. Francesco Massara & Daniele Porcheddu & Robert D. Melara, 2019. "Luxury brands pursuing lifestyle positioning: effects on willingness to pay," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 291-303, May.
    2. Quamina, La Toya & Xue, Melanie Tao & Chawdhary, Rahul, 2023. "‘Co-branding as a masstige strategy for luxury brands: Desirable or not?," Journal of Business Research, Elsevier, vol. 158(C).
    3. Víctor Temprano-García & Ana Isabel Rodríguez-Escudero & Javier Rodríguez-Pinto, 2020. "Do proactive and reactive causes to delete a brand impact deletion success? The role of brand orientation," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 211-226, March.
    4. Amélia Maria Pinto Cunha Brandão & Hugo Eduardo Magalhães Barbedo, 2023. "Going (in)conspicuous: antecedents and moderators of luxury consumption," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(2), pages 202-218, June.
    5. Shaun M. Powell, 2018. "Journal of Brand Management: year end review 2018," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 494-499, November.

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