The Impact of Lifestyle and Attitude Functions on Luxury Goods on Emotional Attachment Towards Luxury Brands

The Impact of Lifestyle and Attitude Functions on Luxury Goods on Emotional Attachment Towards Luxury Brands

Mohammad Kashani (Business and Marketing Department, University of Tehran, Tehran, Iran), Alireza Aslani (Faculty of New Sciences and Technologies, University of Tehran, Tehran, Iran), Mohammad R. Esfidani (Faculty of Management, University of Tehran, Tehran, Iran) and Seyed Reza Seyed Javadin (Faculty of Management, University of Tehran, Tehran, Iran)
Copyright: © 2017 |Pages: 20
DOI: 10.4018/IJAL.2017070102
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Abstract

The purpose of this article is to investigate the effect of individuals' life on the consumers' emotional attachment to the luxury products. The mediation role of individuals' attitudes has been investigated for the relationship between lifestyle and emotional attachment. First, the respondents have been divided into four categories that relate to their lifestyle - concerning their income and desire for social status. Then, the authors deal with the investigation of lifestyle effect on the emotional attachment to the luxury products. The attitude of different age groups has been investigated by the mediation role of the lifestyle and emotional attachment. Finally, elements have been investigated including the accurate recognition of brand by the aristocratic class, communicative and non-communicative motives in different lifestyles, and the relation between price and brand prominence. The findings show that the individual's lifestyle influences on the emotional attachment to the luxury products, as well as the existing attitudes in different age groups mediate the relation between lifestyle and emotional attachment to the luxury brand. The aristocratic class accurately recognise the signs of luxury brands. Also, the motives of communicative and non-communicative individuals are expressed in a variety of styles. Finally, a connection between price and brand prominence is discussed.
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2. Literature And Theoretical Framework

By passing through the traditional economy and increasing the competition in modern aspects, the consumer has become the main element and pivot of all of the organized activities in the competitive perspective. The survival and continuity of organization lifetime rests on the firm identifying and attracting new consumers and keeping the existing consumers. Among these, the thinkers prescribe the management and marketing to consumers and methods of maintaining the correct relationship with them under the title of relationship management with the consumer (Bahman Heydari, 2009).

In economics, a luxury good is a good for which demand increases more than proportionally as income rises, and is a contrast to a “necessity good,” for which demand increases proportionally less than income (Varian, 1992). Luxury goods are often synonymous with superior goods and Veblen goods.

Luxury goods are said to have a high level of income elasticity of demand; as people become wealthier, they buy more and more of the luxury good. This also means, however, that should there be a decline in income the demand for the luxury good will drop. Income elasticity of demand is not constant concerning income and may change sign at different levels of income.

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