Citation
(2012), "2011 Awards for Excellence", Journal of Product & Brand Management, Vol. 21 No. 1. https://doi.org/10.1108/jpbm.2012.09621aaa.002
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited
2011 Awards for Excellence
Article Type: 2011 Awards for Excellence From: Journal of Product & Brand Management, Volume 21, Issue 1
The following article was selected for this year's Outstanding Paper Award for Journal of Product & Brand Management
"Uncovering the relationships between aspirations and luxury brand preference''
Yann Truong, Rod McCollGroupe Ecole SupÅrieure de Commerce de Rennes, Rennes, France
Philip J. KitchenHull University Business School, Hull, UK
Purpose -- This paper seeks to test the effects of intrinsic and extrinsic aspirations on luxury brand preference. The objective is to help luxury marketers better understand and anticipate the psychological needs of their customers.Design/methodology/approach -- Based on a thorough review of the literature, a series of hypotheses are derived and tested using confirmatory factor analysis and structural equation modeling. The final sample consists of a total of 615 participants.Findings -- The main findings show that aspirations can affect luxury brand preference depending on the type of aspirations: positive for extrinsic aspirations and negative for intrinsic ones. The findings also suggest that intrinsic aspirations play a more substantial role in luxury consumer behavior than had been previously thought.Practical implications -- The findings suggest that luxury marketers should take into consideration the duality of intrinsic and extrinsic aspirations when designing marketing campaigns. Particularly, focusing advertising campaigns on extrinsic values seems restrictive and discards consumers who are intrinsically motivated.Originality/value -- Aspirations are important in social psychology research because they have a strong influence on individuals' behavior. However, little research has been done in marketing to assess the potential effects of aspirations on consumer behavior, especially within the context of luxury goods.
Keywords Brands, Marketing strategy, Premium products
www.emeraldinsight.com/10.1108/10610421011068586
This article originally appeared in Volume 19 Number 5, 2010, pp. 346-55, Journal of Product & Brand Management
The following articles were selected for this year's Highly Commended Award
"Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)''
Didier Louis, Cindy Lombart
This article originally appeared in Volume 19 Number 2, 2010, Journal of Product & Brand Management
"Brand equity's antecedent/consequence relationships in cross-cultural settings''
S. Allen Broyles, Thaweephan Leingpibul, Robert H. Ross, Brent M. Foster
This article originally appeared in Volume 19 Number 3, 2010, Journal of Product & Brand Management
"The effect of brand extensions on product brand image''
F. MÏge Arslan, Oylum Korkut Altuna
This article originally appeared in Volume 19 Number 3, 2010, Journal of Product & Brand Management