Relationship between Purchase Intentions for Luxury Brands and Customer Experience - Comparative Verification Among Product Categories and Brand Ranks
Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 1-10
Received: Mar. 4, 2015; Accepted: Mar. 4, 2015; Published: Mar. 18, 2015
Views 4493      Downloads 240
Authors
Kazutoshi Fujiwara, Graduate School of Commerce, Waseda University, Tokyo, Japan; International Operations Division, Kikkoman Corporation, Tokyo, Japan
Shin’ya Nagasawa, Graduate School of Commerce, Waseda University, Tokyo, Japan
Article Tools
Follow on us
Abstract
This paper aims to provide empirically validated evidence on the effect that experiences, which was proposed by Schmitt [1], have on purchase intentions. For this study, I chose GODIVA, Meiji, Ferrari, and Toyota as subject luxury brands and conducted comparative analyses between product categories (food and cars) and brand ranks (luxury brands [Note 1] and mass brands). The results suggested the following: 1) Providing customers with satisfaction through the five senses and positive feelings by taking advantage of advertisements, products, and store designs is something a brand must achieve at the very least, regardless of brand rank, for the product categories of food and cars, and providing this value alone will not be enough for luxury brands to distinguish themselves from mass brands. 2) Both food and car luxury brands make an attempt to distinguish themselves from mass brands by producing emotions that will make consumers want to have an active connection with other consumers or voluntarily recommend the brand to others. 3) Conspicuousness, which has been believed to be a typical motive for the consumption of luxury brands since the 19th century, does not necessarily apply today.
Keywords
Luxury Brand, Customer Experience
To cite this article
Kazutoshi Fujiwara, Shin’ya Nagasawa, Relationship between Purchase Intentions for Luxury Brands and Customer Experience - Comparative Verification Among Product Categories and Brand Ranks, Science Journal of Business and Management. Special Issue: Customer Experience Management / Marketing Branding. Vol. 3, No. 2-1, 2015, pp. 1-10. doi: 10.11648/j.sjbm.s.2015030201.11
References
[1]
Schmitt, B.H.(1999)Experimental Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate, Free Press
[2]
Saito, Michitaka.(2008)“Buying Behavior Model for Luxury Brands”Mita Business Review(Keio University), Vol. 51, No. 4, pp.93-106.
[3]
LVMH Moët Hennessy Louis Vuitton Japan “LVMH's Profile and Activities - Growth Strategy”(Accessed 11 September 2014)
[4]
“Luxury Chocolate Brand GODIVA to Increase Number of Outlets in Japan to 300 within Next Five Years, Plans to Open Outlet in Tottori by End of Year to Achieve Goal of Having Outlet in Every Prefecture” August 22, 2014, p. 14
[5]
Terasaki, Shinichiro.(2013)“The Birth of Luxury Strategy, and Re-examination of the Concept of Luxury Brands”The Bulletin of Waseda University Graduate School of Commerce, Vol. 77, pp.139-161
[6]
Ipsos(2011)“World luxury tracking”(Accessed 9 March 2014) ,Authors have not read the original. Cited from Terasaki, Shinichiro.(2013)“The Management of Rarity in Luxury Brands: An Exploration on Information-based Rarity”The Bulletin of Waseda University Graduate School of Commerce, Vol. 78, pp.87-109
[7]
Rae, J (1834) Statement of Some New Principles on the Subject of Political Economy, Exposing the Fallacies of the System of Free Trade and of Some Other Doctrines Maintained in the ‘Wealth of Nations, Boston: Hilliard, Gray, & Co.
[8]
Veblen, T.B.(1899)“The Theory of the Leisure Class: An Economic Study in the Evolution of Institutions”Macmillan
[9]
Leibenstein, H(1950)“Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand”The Quarterly Journal of Economics, Vol. 64, No. 2 (May, 1950), pp.183-207
[10]
Vigneron, F & Lester W. Johnson(1999)“A Review and Conceptual Framework of Prestige Seeking Consumer Behavior”Academy of Marketing Science Review, pp.1-15.
[11]
Terasaki, Shinichiro.(2013)“The Empirical Study on the Perceived Values in Luxury Brands” The Journal on Business and Economics, Waseda University Graduate School of Commerce, Vol. 105, pp.39-51
[12]
Kapferer, J.N.(1998)“Why are we seduced by luxury brands?”Journal of Brand Management, vol.6,no.1, pp.44-49
[13]
Steele, V.(2008)“LECTURE Luxury: Conspicuous Extravagance to Sensory Pleasure”DRESSTUDY, Kyoto Costume Institute, Vol. 54, pp.21-23
[14]
Catry, B.(2003)“The Great Pretenders: The Magic of Luxury Goods,” Business Strategy Review, Vol. 14 (3), pp. 10-17.
[15]
TOP NEWS(2014)“Ferrari announced its financial result for the fiscal year ended 2013, achieved increase in income and profit” (Accessed 17 September 2014)
[16]
The Nikkei “GOVIDA finish a contract with KATAOKA and then makes all stores in Japan directly-managed”〈http://www.nikkei.com/article/DGXNASDZ2700J_X20C14A6EAF000/〉(Accessed 17 October 2014)
[17]
Godiva Japan, Inc.「GOVIVA Boutique - Shop List in Tokyo」(Accessed 31 August 2014)
[18]
“Luxury Chocolate Brand GODIVA to Increase Number of Outlets in Japan to 300 within Next Five Years, Plans to Open Outlet in Tottori by End of Year to Achieve Goal of Having Outlet in Every Prefecture” August 22, 2014, p. 14
[19]
Vaughn, Richard(1980)“How Advertising Works: A Planning Model”Journal of Advertising Research, 20(5), pp.27-33
[20]
The Nikkei edited (2013)“The 2014 Market Share in Japan” Nikkei Publishing Inc.
[21]
Nagasawa, Shinya & Otsu, Shinichi(2010)“A Study on Experiential Marketing −Focusing on Strategic Experiential Modules−”Waseda Bulletin of International Management,NO.41,pp.69-77
[22]
Keller, Kevin Lane(1997)Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice Hall College
[23]
Nikkei Sangyo Newspaper “GODIVA Makes The Sales in Japan doubled within 5 years — Planning to Open 10 New Stores This Year, Expanding Its Stores to Hotels and so on”21 September 2006
[24]
PANADERIA“GOVIVA 2014 Valentine Collection”(Accessed 5 October 2014)
[25]
Ferrari Club of Japan(2014)“Welcome−Ferrari Club of Japan” (Accessed 5 October 2014)
ADDRESS
Science Publishing Group
1 Rockefeller Plaza,
10th and 11th Floors,
New York, NY 10020
U.S.A.
Tel: (001)347-983-5186