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عنوان فارسی مقاله:
222222
عنوان انگلیسی مقاله:
Values associated with luxury brand consumption and the role of gender
سال انتشار : 2016
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3. Study
1: the content of luxury values 3.1. Sample, design, and measures This study is based on a sample of 512 French respondents who purchased at least one luxury brand in each of the three following product categories during the past 12 months: perfumes, clothes, and leather goods. This choice seeks to select the most meaningful sample – actual frequent luxury buyers – thus ruling out limitations due to the frequent use of student samples (Peterson, 2001). For each product category, respondents first listed the brands they had purchased. We then crossreferenced with the Colbert Committee3 classification. Only buyers of referenced luxury brands in the three product categories participated. Based on this criterion, we used a non-probabilistic method to draw a sample balanced on eight age classes (16 to 22, 23 to 29, 30 to 36, 37 to 43, 44 to 50, 51 to 57, 58 to 64, and 65 and over), social classes (lower vs. upper class, established according to the French National Institute for Statistical and Economics Studies inventory, and gender. Each cell from this factorial design, 8 (age)×2(social class)×2(gender) includes 16 respondents. We collected the data in Paris (N = 256) and Marseilles (N = 256) via face-to-face surveys. Participants were approached in shopping centers to answer the question Above all, what do you look for in luxury brands? by completing (in five words or less) this sentence: In my opinion, a luxury brand must… This procedure is adapted from Keller (2009) and aims to identify consumer-based values associated with luxury brand consumption.We obtained a total of 1942 words, an average of 3.79 words per respondent. We then grouped words with the same etymology, retaining 82 items cited by at least 2% of the respondents (Table 2). Three judges performed a thematic content analysis of this lexical corpus, based on semantic atlas mapping, which provides clustering of synonymic relationships among words (Ji, Lemaire, Choo, &, Ploux, 2008). Krippendorff's alpha (Hayes & Krippendorff, 2007) reveals a good intercoder reliability (≤0.81; 95% confidence interval ranging from 0.76 to 0.86). We solved discrepancies among judges with discussions and established 12 categories, representing 87.6% of the initial corpus. Table 2 indicates that six of these values (i.e. quality, beauty, pleasure, uniqueness, rarity, and expensiveness) are all listed by the three luxury scales proposed by Kapferer (1998), Vigneron and Johnson (2004), and Dubois et al. (2005) respectively. Further, two values (creativity and history) are key features of Kapferer's scale, but not of the two other scales. In contrast, elegance and status is only mentioned in the scales of Dubois et al. and Vigneron and Johnson. Prestige is not considered in Dubois et al.'s scale, which seeks to differentiate it from luxury. Interestingly, none of the previous scales include trust, while 20% of respondents cite this value. This finding is consistent with the key role of brand trust in luxury brand loyalty (Song, Hur, & Kim, 2012). Such pattern of results suggests that the twelve values we identify may offer a more integrative and exhaustive typology of values derived from luxury brand consumption than previous scales. (See Table 3.)
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