Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption
| DOI | https://doi.org/10.1108/JPBM-09-2017-1564 |
| Pages | 800-811 |
| Date | 18 November 2019 |
| Published date | 18 November 2019 |
| Author | Nikita Sharda,Anil Bhat |
| Subject Matter | Marketing |
Role of consumer vanity and the mediating
effect of brand consciousness in
luxury consumption
Nikita Sharda and Anil Bhat
Department of Management, Birla Institute of Technology and Science, Pilani, Rajasthan, India
Abstract
Purpose –There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships
affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships
in context of luxury consumption.
Design/methodology/approach –To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions,
pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities
of India. A sample of n= 342 luxury consumers was analysed using structural equation modelling.
Findings –The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury
consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to
portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and
conspicuously consume them to display their success and accomplishments.
Research limitations/implications –The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury
brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos thanon specific product features.
Originality/value –This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between
consumer vanity and luxury consumption.
Keywords Mediation, SEM, Regression analysis, Consumer behaviour, Social status, Luxury branding, Prestige, Luxury consumption,
Brand consciousness, Physical vanity, Luxury consumer, Achievement vanity
Paper type Research paper
Introduction
Vanity is a trait existent since the ancient times. History
provides an instance of a Roman connoisseur who served his
guests a platter of tongues of birds who were trained to speak
(Davidson, 1898). Nevertheless, vanity continues to remain a
strong human desire only changing its expression with time.
Today, it is demonstrated through brand consumption and is
also considered to be a manifestation of consumer value
orientation (Wang and Waller, 2006). The present-day global
market is controlled by commercial products (Arnould, 2010)
and the young generation is a keen participator in the global
consumer culture (Park et al.,2008;Mady et al.,2011).
Marketing scholars advocate that the exposure to global
marketing images trigger enhanced vanity levels among the
consumers (Workman and Lee, 2013;Lee and Workman,
2014). Therefore, vanity-driven consumers may be sensitive
towards brand names, especially in India, one of the fastest
growing economies emulating purchasing behaviour of the
West (Durvasulaand Lysonski, 2008).
Consumer vanity, a psychological construct, is defined as a
concern for physical appearance and personal achievement
which has a strong influence on individual’sbehavioural
intentions and guides consumer decision-making (Netemeyer
et al.,1995). It is one of the motivations for buying luxury
brands and such consumer motives are primarily social than
utilitarian because the key characteristic of luxury brandsis the
conspicuousness, i.e. the ostentatious display to the public
(Kapfererand Bastien, 2009). Luxury brandshave high quality,
craftsmanship,history, excellence,aesthetics, emotional appeal,
uniqueness,functional utility and a creativeunique lifestyle that
is global (Brun and Castelli, 2013). Understanding con sumer
vanity in the context of luxury consumption is important
because the consumers of luxury brands are concerned about
their appearance,status and the impressionthey make on others
(Husicand Cicic, 2009).
Another important psychological constructrelated to luxury
consumption is brand consciousness, which is defined as
consumers inclination towards buying branded products that
are famous, well-known and highly advertised (Sproles and
Kendall, 1986;Zhang and Kim, 2013). The brand-conscious
consumers perceive expensive brands to be of superior quality
(Sproles and Kendall, 1986;Keller, 1993) and symbols of
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
28/7 (2019) 800–811
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-09-2017-1564]
Received 7 September 2017
Revised 6 March 2019
Accepted 8 March 2019
800
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