Am I worth it? Gifting myself with luxury
| Autor: | Johanna Gummerus, Anne Rindell, Christian Kowalkowski, Åke Finne, Hannele Kauppinen-Räisänen, Anu Helkkula, Catharina von Koskull |
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| Přispěvatelé: | Hanken School of Economics, Marketing, Helsinki, Hanken School of Economics, CERS - Centre for Relationship Marketing and Service Management, Helsinki |
| Rok vydání: | 2014 |
| Předmět: |
Marketing
Data collection KOTA2014 media_common.quotation_subject education 518 Media and communications 05 social sciences Advertising Household goods Sample (statistics) Reflexive pronoun Perception Phenomenon 0502 economics and business 050211 marketing Business 512 Business and Management Business and International Management Customers and Relations 050203 business & management media_common |
| Zdroj: | Journal of Fashion Marketing and Management. 18:112-132 |
| ISSN: | 1361-2026 |
| DOI: | 10.1108/jfmm-04-2013-0062 |
| Popis: | Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. The purpose of this paper is to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands. Design/methodology/approach – The study takes a multi-qualitative approach involving a small (n=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases. Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self and socially orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand. Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting. Originality/value – Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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