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Values associated with luxury brand consumption and the role of gender

Author

Listed:
  • Elyette Roux

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Eric Tafani

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Franck Vigneron

    (CSUN - California State University [Northridge])

Abstract

We investigate the role of gender in the perceptions of and motives for luxury brand consumption. Based on the Social Structural Theory of gender, we propose that differences in men's and women's luxury values result from asymmetries in social status. We conduct three studies with samples of frequent luxury brand buyers. Study 1 (N = 512) generates main values associated with luxury brand consumption. Study 2 (N = 640) identifies a four-factor model of luxury brand values, including refinement, heritage, exclusivity, and elitism, and shows that women give more importance to refinement, while men give more importance to exclusivity and elitism. Study 3 (N = 1,024) demonstrates that public self-consciousness has a stronger positive influence on refinement for women rather than men. In contrast, consumer need for uniqueness and status consumption exert respectively a stronger positive influence on exclusivity and elitism for men rather than women. © 2016 Elsevier Inc. All rights reserved.

Suggested Citation

  • Elyette Roux & Eric Tafani & Franck Vigneron, 2017. "Values associated with luxury brand consumption and the role of gender," Post-Print hal-01464979, HAL.
    • Handle: RePEc:hal:journl:hal-01464979
    as

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