IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v34y2024i2p123-142.html
   My bibliography  Save this article

The effect of luxury brand erotic capital on luxury brand consumption value and purchase intention - focus on VIP customers

Author

Listed:
  • Wonbae Pang
  • Eunju Ko
  • Minjung Cho

Abstract

In today’s society, individuals invest considerable effort into enhancing their physical appearance for socioeconomic success. Despite significantly expanding the boundaries of luxury brands, there has been limited academic exploration into the analysis of luxury brand value from an erotic capital perspective. This study explores the effect of erotic capital on the consumption value and purchase intention of luxury brands. We surveyed 148 VIP customers of major luxury brands and ascertained key elements of erotic capital, notably finding that factors such as pleasure, beauty, and arousal positively influence consumer behavior. Additionally, we confirmed the moderating effects of age and VIP level. Our findings suggest that luxury brands should incorporate the concept of erotic capital into their designs and marketing strategies while maintaining their brand identity to effectively navigate rapidly changing market environments and expand their customer base.

Suggested Citation

  • Wonbae Pang & Eunju Ko & Minjung Cho, 2024. "The effect of luxury brand erotic capital on luxury brand consumption value and purchase intention - focus on VIP customers," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 34(2), pages 123-142, April.
    • Handle: RePEc:taf:jgsmks:v:34:y:2024:i:2:p:123-142
    DOI: 10.1080/21639159.2024.2308298
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2024.2308298
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2024.2308298?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:34:y:2024:i:2:p:123-142. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.