Is luxury just a female thing? The role of gender in luxury brand consumption

Nicola E. Stokburger-Sauer; Karin Teichmann

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Is luxury just a female thing? The role of gender in luxury brand consumption

机译：奢侈品只是女性的事情吗？性别在奢侈品牌消费中的作用

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摘要

Despite the fact that the functional value of luxury brands is usually not significantly higher than those of non-luxury brands, luxury brands can achieve significant price premiums in the market over non-luxury brands. Additionally, in a majority of markets and product categories, the price for female luxury brands is significantly higher compared to their male counterparts. These differences might result from a higher perceived symbolic and social value of such luxury brands that have traditionally been more important for women than for men. Two experimental studies and one survey study in three product categories (i.e., clothing, perfumes, and wristwatches) in the Western culture show that, overall, women have a more positive attitude toward and a higher purchase intention of luxury brands versus non-luxury brands than men. Additionally, for female consumers, luxury brands provide more uniqueness, status and hedonic value than non-luxury brands. Important implications for marketing theory and practice can be derived. Marketers should use uniqueness claims in their advertising copy and differentiate in their product designs between male and female target groups.

机译：尽管事实上奢侈品牌的功能价值通常不会明显高于非奢侈品牌，但奢侈品牌在市场上可以比非奢侈品牌获得明显的价格溢价。此外，在大多数市场和产品类别中，女性奢侈品牌的价格明显高于男性奢侈品牌。这些差异可能是由于这类奢侈品牌在传统上对女性比对男性更重要的更高的象征性和社会价值所致。两项针对西方文化的三种产品类别（即服装，香水和手表）的实验研究和一项调查研究表明，总体而言，相对于非奢侈品牌，女性对奢侈品牌的态度更积极，购买意愿更高。比男人此外，对于女性消费者，奢侈品牌比非奢侈品牌提供更多的独特性，地位和享乐价值。可以得出对营销理论和实践的重要含义。营销人员应在广告文案中使用独特性声明，并在男性和女性目标群体之间进行产品设计区分。

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来源
《Journal of Business Research》 |2013年第7期|889-896|共8页
作者
Nicola E. Stokburger-Sauer; Karin Teichmann;
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作者单位

University of Innsbruck, Department of Strategic Management, Marketing and Tourism, Universitaetsstr. 15, 6020 Innsbruck, Austria;

University of Innsbruck, Department of Strategic Management, Marketing and Tourism, Universitaetsstr. 15, 6020 Innsbruck, Austria;

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正文语种 eng
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关键词
Luxury brands; Brand response; Gender; Perceived value;

机译：奢侈品牌;品牌回应;性别;感知价值;

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1. Values associated with luxury brand consumption and the role of gender [J] . Roux Elyette, Tafani Eric, Vigneron Franck Journal of Business Research . 2017,第feba期

机译：与奢侈品牌消费相关的价值和性别角色
2. Examining consumers' luxury hotel stay repurchase intentions-incorporating a luxury hotel brand attachment variable into a luxury consumption value model [J] . Peng Norman, Chen Annie International Journal of Contemporary Hospitality Management . 2019,第3期

机译：检查消费者对豪华酒店住宿的回购意向-将豪华酒店品牌依恋变量纳入豪华消费价值模型
3. Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media [J] . Chung Yerim, Kim Alex Jiyoung Journal of Business Research . 2020,第Nova期

机译：合并与收购对奢侈品牌品牌忠诚度的影响：奢侈品层差异与社交媒体的努力
4. The Use of French Words in Brand Naming:An Exploratory Analysis of Luxury Versus Non-Luxury Hedonic Brands [C] . Kenneth R. Bartkus, Erin Van Zomeren, Brittyn Dauk Decision Sciences Institute annual meeting . 2018

机译：法语单词在品牌命名中的使用：奢侈品与非豪华享乐品牌的探索性分析
5. Luxury Fashion Brands: How Brand Personality, Mediated by Perceived Brand Luxury, and Moderated by Brand Experience, Contributes to Brand Equity [D] . Jia, Han. 2017

机译：奢侈时尚品牌：如何繁体人格，被感知品牌奢侈品的人格，并受品牌体验的主持，有助于品牌股权
6. Psychological switching mechanism of consumers luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity [O] . Ken Kumagai, Shinya Nagasawa 2019

机译：消费者奢侈品和非奢侈品品牌态度形成的心理转换机制：商店位置信誉和自我一致性的影响
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。

Is luxury just a female thing? The role of gender in luxury brand consumption

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