Should luxury brands display their logos prominently? Implications for brand authenticity, coolness and behavioral intentions

Basit Öğe Kaydı
dc.contributor.authorShukla, Paurav
dc.contributor.authorCakici, N. Meltem
dc.contributor.authorKhalifa, Dina
dc.date.accessioned2024-03-13T10:35:38Z
dc.date.available2024-03-13T10:35:38Z
dc.date.issued2023
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractPurposeExtant research captures the signaling and attitudinal effects of luxury brand prominence strategy; however, little is known about the underlying mechanisms that drive this effect. This study aims to uncover brand authenticity and brand coolness as parallel mediators driving the effects of brand prominence on luxury purchase intentions and explores the moderating role of consumers' self-brand connection.Design/methodology/approachThe research consisted of three experiments. Study 1 (n = 121) explored the direct effects of brand prominence among Chinese consumers. Using a sample of Turkish consumers (n = 115), Study 2, measured the mediation effects of brand authenticity and brand coolness. Study 3 (n = 211) examined how self-brand connection moderated the mediation effects among British customers.FindingsA luxury brand prominence strategy leads to negative perceptions of coolness and authenticity and, in turn, reduces purchase intentions. The negative effect of brand prominence is even more pronounced among consumers with high self-brand connection.Research limitations/implicationsThe study elaborates on how brand prominence informs consumers' perceptions of authenticity and coolness. In examining the role of self-brand connection, the study reveals a theoretically and managerially relevant boundary condition of this focal effect.Practical implicationsThe research highlights how luxury brands can use differing brand prominence strategies. This research informs brand managers on how to enhance brand authenticity and coolness while managing self-brand connection.Originality/valueThe study extends the luxury branding literature by explaining the brand prominence effect through the parallel mediators of brand authenticity and brand coolness. In contrast to extant research, the findings show that the negative effect of brand prominence is particularly strong among consumers with high self-brand connection.en_US
dc.description.sponsorshipCambridge Institute of Sustainable Leadership, University of Cambridge, UKen_US
dc.description.sponsorshipSince submission of this article, the following authors have updated their affiliations: N. Meltem Cakici is at Department of Business Administration, Istanbul Beykent University, Istanbul, Turkey and Dina Khalifa is at Roehampton Business School, University of Roehampton, London, UK and Cambridge Institute of Sustainable Leadership, University of Cambridge, UK.en_US
dc.identifier.doi10.1108/EJM-01-2022-0038
dc.identifier.issn0309-0566
dc.identifier.issn1758-7123
dc.identifier.scopus2-s2.0-85179942162en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.urihttps://doi.org/10.1108/EJM-01-2022-0038
dc.identifier.urihttps://hdl.handle.net/20.500.12662/4523
dc.identifier.wosWOS:001126930100001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofEuropean Journal Of Marketingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectLuxuryen_US
dc.subjectBrandingen_US
dc.subjectBrand authenticityen_US
dc.subjectBrand prominenceen_US
dc.subjectSelf-brand connectionen_US
dc.subjectBrand coolnessen_US
dc.titleShould luxury brands display their logos prominently? Implications for brand authenticity, coolness and behavioral intentionsen_US
dc.typeArticleen_US

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