Moderating Effect of Luxury Value Perceptions in the Relationship between In-Store Emotions and Perceived Brand Luxury

Lee, Eun-Jung;Kim, Hanna

  • Received : 2015.07.14
  • Accepted : 2015.12.04
  • Published : 2016.02.29


The meaning of luxury varies by individuals. The differing luxury perceptions should influence the way individuals react to relevant marketing programs for luxury. Limited research exists on the topic despite interest in luxury segmentation and consumer-oriented values for luxury in marketplaces. Referring to the conceptual framework by Wiedmann et al. (2007), we explored the moderation role of four dimensions of luxury value perceptions (LVP; financial, functional, individual, and social dimensions), in the relationship between in-store emotion and perceived brand luxury. A total of 218 U.S. consumers participated in our online survey using a hypothetical luxury store image. The results revealed the following: First, on the relationship between felt pleasure and perceived brand luxury (PBL), the financial dimension of LVP only showed a significant moderation effect. Second, the effect of felt arousal on PBL was moderated by the financial and social dimensions of LVP. Lastly, the individual dimension of LVP only moderated the relationship between felt dominance and PBL. Theoretical and managerial implications are suggested.


Luxury value perceptions;In-store emotions;Perceived brand luxury


  1. Vickers, J. S., & Renand, F. (2003). The marketing of luxury goods: An exploratory study-three conceptual dimensions. The Marketing Review, 3(4), 459-478. doi:10.1362/146934703771910071
  2. Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506. doi:10.1057/
  3. Walsh, G., Shiu, E., Hassan, L. M., Michaelidou, N., & Beatty, S. E. (2011). Emotions, store-environmental cues, store-choice criteria, and marketing outcomes. Journal of Business Research, 64(7), 737-744. doi:10.1016/j.jbusres.2010.07.008
  4. Wang, L. C., Baker, J., Wagner, J. A., & Wakefield, K. (2007). Can a retail web site be social? Journal of Marketing, 71(3), 143-157. doi:10.1509/jmkg.71.3.143
  5. Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91. doi:10.1086/209243
  6. Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007). Measuring consumers' luxury value perception: A cross-cultural framework. Academy of Marketing Science Review, 11(7), 1-23.
  7. Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Valuebased segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651. doi:10.1002/mar.20292
  8. Mummalaneni, V. (2005). An empirical investigation of web site characteristics, consumer emotional states and online shopping behaviors. Journal of Business Research, 58(4), 526-532. doi:10.1016/S0148-2963(03)00143-7
  9. Nia, A., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands? Journal of Product & Brand Management, 9(7), 485-497. doi:10.1108/10610420010351402
  10. Nunnally, J. C. (1978). Psychometric theory. New York, NY: McGraw-Hill.
  11. Phau, I., & Prendergast, G. (2001). Consuming luxury brands: The relevance of the 'rarity principle'. Journal of Brand Management, 8(2), 122-138. doi:10.1057/
  12. Porat, T., Liss, R., & Tractinsky, N. (2007). E-store design: The influence of e-store design and product type on consumers' emotions and attitudes. Human-Computer Interaction. HCI Applications and Services, 4553, 712-721. doi:10.1007/978-3-540-73111-5_80
  13. Ruiz, D. M., Castro, C. B., & Armario, E. M. (2007). Explaining market heterogeneity in terms of value perceptions. The Service Industries Journal, 27(8), 1087-1110. doi:10.1080/02642060701673760
  14. Russell, J. A., & Mehrabian, A. (1977). Evidence for a threefactor theory of emotions. Journal of Research in Personality, 11(3), 273-294. doi:10.1016/0092-6566(77)90037-X
  15. Schwarz, N. (1990). Feelings as information: Informational and motivational functions of emotions. In E. T. Higgins & R. Sorrentino (Eds.), Handbook of motivation and cognition: Foundations of social behaviors, Vol. 2 (pp. 527-561). New York, NY: Guilford Press.
  16. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi:10.1016/0148-2963(91)90050-8
  17. Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424. doi:10.1016/j.jbusres.2011.10.007
  18. Spies, K., Hesse, F. W., & Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1-17. doi:10.1016/S0167-8116(96)00015-8
  19. Stanley, T. J. (1988). Marketing to the affluent. Homewood, IL: Business One Irwin.
  20. Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63(11), 1156-1163. doi:10.1016/j.jbusres.2009.10.012
  21. van Rompay, T. J. L., Tanja-Dijkstra, K., Verhoeven, J. W. M., & van Es, A. F. (2012). On store design and consumer motivation: Spatial control and arousal in the retail context. Environment and Behavior, 44(6), 800-820. doi:10.1177/0013916511407309
  22. Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter? Journal of the Academy of Marketing Science, 30(3), 202-216. doi:10.1177/0092070302303002
  23. Alden, D. L., Steenkamp, J. B. E. M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75-87.
  24. Andrus, D. M., Silver, E., & Johnson, D. E. (1986). Status brand management and gift purchase: A discriminant analysis. Journal of Consumer Marketing, 3(1), 5-13. doi:10.1108/eb008149
  25. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: Free Press.
  26. Aiken, L., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage.
  27. Atwal, G., & William, A. (2009). Luxury brand marketing: The experience is everything! Journal of Brand Management, 16(1), 338-346. doi:10.1057/bm.2008.48
  28. Babin, B. J., & Attaway, J .S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49(2), 91-99. doi:10.1016/S0148-2963(99)00011-9
  29. Babin, B. J., & Darden, W. R. (1995). Consumer self-regulation in a retail environment. Journal of Retailing, 71(1), 47-70. doi:10.1016/0022-4359(95)90012-8
  30. Babin, B. J., & Darden, W. R. (1996). Good and bad shopping vibes: Spending and patronage satisfaction. Journal of Business Research, 35(3), 201-206. doi:10.1016/0148-2963(95)00125-5
  31. Bagwell, L. S., & Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), 349-373.
  32. Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of store environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
  33. Berthon, P., Pitt, L., Parent, M., & Berthon, J. P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66. doi:10.1525/cmr.2009.52.1.45
  34. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82. doi:10.2307/1251 871
  35. Brody, L. R. (1984). Sex and age variations in the quality and intensity of children's emotional attributions to hypothetical situations. Sex Roles, 11(1-2), 51-59. doi:10.1007/BF00287440
  36. Byun, S., & Mann, M. (2011). The influence of others: The impact of perceived human crowding on perceived competition, emotions, and hedonic shopping value. Clothing & Textiles Research Journal, 29(4), 284-297. doi:10.1177/0887302X11422820
  37. Cervellon, M. C., & Coudriet, R. (2013). Brand social power in luxury retail: Manifestations of brand dominance over clients in the store. International Journal of Retail & Distribution Management, 41(11/12), 869-884. doi:101108/IJRDM-01-2013-0016
  38. Cha, J. (2009). Shopping on social networking web sites: Attitudes toward real versus virtual items. Journal of Interactive Advertising, 10(1), 77-93.
  39. Chang, E., Burns, L. D., & Francis, S. K. (2004). Gender differences in the dimensional structure of apparel shopping satisfaction among Korean consumers: The role of hedonic shopping value. Clothing & Textiles Research Journal, 22(4), 185-199. doi:10.1177/0887302X0402200404
  40. Chebat, J. C., & Michon, R. (2003). Impact of ambient odors on mall shoppers' emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539. doi:10.1016/S0148-2963(01)00247-8
  41. Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effect of perceived justice on loyalty in service recovery situations: An empirical study. Journal of Business Research, 58(5), 664-673. doi:10.1016/j.jbusres. 2003.09.005
  42. Chung, K., Youn, C., & Lee, Y. (2014). The influence of luxury brands' cross-border acquisition on consumer brand perception. Clothing & Textiles Research Journal, 32(4), 219-234. doi:10.1177/0887302X14538117
  43. Darden, W. R., & Babin, B. J. (1994). Exploring the concept of affective quality: Expanding the concept of retail personality. Journal of Business Research, 29(2), 101-109. doi:10.1016/0148-2963(94)90014-0
  44. D'Arpizio, C. (2014, May 19). Luxury goods worldwide market study spring 2014. BAIN & COMPANY. Retrieved June 20, 2015, from
  45. Dion, D., & Arnould, E. J. (2011). Retail luxury strategy: Assembling charisma through art and magic. Journal of Retailing, 87(4), 502-520. doi:10.1016/j.jretai.2011.09.001
  46. Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environment psychology approach. Journal of Retailing, 58(1), 34-57.
  47. Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294. doi:10.1016/0022-4359(94)90037-X
  48. Dubois, B., Czellar, S., & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: Empirical evidence from twenty countries. Marketing Letters, 16(2), 115-128. doi:10.1007/s11002-005-2172-0
  49. Dubois, B., & Duquesne, P. (1993). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(1), 35-44. doi:10.1108/03090569310024530
  50. Dubois, B., & Laurent, G. (1994). Attitudes toward the concept of luxury: An exploratory analysis. In S. Leong & J. Cote (Eds.), Asia pacific advances in consumer research, Vol. 1 (pp. 273-278). Provo, UT: Association for Consumer Research.
  51. Eroglu, S. A., & Machleit, K. A. (1990). An empirical study of retail crowding: Antecedents and consequences. Journal of Retailing, 66(2), 201-221.
  52. Finkelstein, J. (1991). The fashioned self. Cambridge: Polity Press.
  53. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312
  54. Groth, J. C., & McDaniel, S. W. (1993). The exclusive value principle: The basis for prestige racing. Journal of Consumer Marketing, 10(1), 10-16. doi:10.1108/07363769310026539
  55. Ha, S., & Im, H. (2012). Identifying the role of self-congruence on shopping behavior in the context of U.S. shopping malls. Clothing & Textiles Research Journal, 30(2), 87-101. doi:10.1177/0887302X12440037
  56. Hagtvedt, H., & Patrick, V. M. (2009). The broad embrace of luxury: Hedonic potential as a driver of brand extendibility. Journal of Consumer Psychology, 19(4), 608-618. doi:10.1016/j.jcps.2009.05.007
  57. Hennings, N., Wiedmann, K. P., Klarmann, C., Strehlau, S., Godey, B., Pederzoli, D., Neulinger, A., Dave, K., Aiello, G., Donvito, R., Taro, K., Taborecka-Petrovicova, J., Santos, C. R., Jung, J., & Oh, H. (2012). What is the value of luxury? A cross-cultural consumer perspective. Psychology & Marketing, 29(12), 1018-1034. doi:10.1002/mar.20583
  58. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101.
  59. Holbrook, M. B., & Corfman, K. P. (1985). Quality and value in the consumption experience: Phaedrus rides again. In R. Peterson (Ed.), Perceived quality: How consumers view stores and merchandise (pp. 31-57). Lexington, MA: Lexington Books.
  60. Kaltcheva, V. D., & Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of Marketing, 70(1), 107-118. doi:10.1509/jmkg.2006.70.1.107
  61. Kim, H. S., & Hong, H. (2011). Fashion leadership and hedonic shopping motivations of female consumers. Clothing & Textiles Research Journal, 29(4), 314-330. doi:10.1177/0887302X11422819
  62. Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 45-57. doi:10.1002/mar.4220080105
  63. Machleit, K. A., & Eroglu, S. A. (2000). Describing and measuring emotional response to shopping experience. Journal of Business Research, 49(2), 101-111. doi:10.1016/S0148-2963(99)00007-7
  64. Mehrabian, A. (1996). Pleasure-arousal-dominance: A general framework for describing and measuring individual differences in temperament. Current Psychology, 14(4), 261-292. doi:10.1007/BF02686918
  65. Melika, H., & Muris, C. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: An International Journal, 13(2), 231-245. doi:10.1108/13612020910957734
  66. Miller, K. W., & Mills, M. K. (2012). Contributing clarity by examining brand luxury in the fashion market. Journal of Business Research, 65(10), 1471-1479. doi:10.1016/j.jbusres.2011.10.013
  67. Morris, J. D. (1995). Observations: SAM: The self-assessment manikin An efficient cross-cultural measurement of emotional response. Journal of Advertising Research, 35(8), 63-68.