Psychology of luxury consumption / Ségolène MOLLARD / 2020

Titre : Psychology of luxury consumption Type de document : Mémoire Auteurs : Ségolène MOLLARD, Auteur Année de publication : 2020 Importance : 38 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management IMAGE DE MARQUE ; PRODUIT DE LUXE ; RESEAU SOCIAL ; PSYCHOLOGIE SOCIALE ; COMPORTEMENT DU CONSOMMATEUR Résumé : Purpose – The purpose of this paper is to test the effects of two types of influencers (Reality TV influencer vs. traditional influencer) on brand value perception, in the case of French luxury brands. The proposed theoretical model consists of the influencer type as the independent variable (cause), authenticity as the mediator and age group (millennials) as the moderator. Design/methodology/approach – A randomized two-group comparison (Reality TV celebrity influencer versus traditional influencer) between-subjects experiment (n=100) was conducted. Findings – Results indicate that consumers exposed to reality TV influencers perceive them as less authentic than traditional influencers, thus feel that they make French luxury brands appear as less authentic. Mediation analysis supports that the interaction between influencer- type and value perception of brands is mediated by perceived authenticity. Finally, moderated mediation analysis shows the moderating effect of the age group (millennials). Practical implications – Findings lead to support that French luxury brands’ social media marketers should find influencers who fit to their image and avoid reality TV endorsers. Originality/value – This paper discusses managerial implications for social media marketers in luxury regarding celebrity endorsement. Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529789