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Understanding purchase determinants of luxury vintage products

Cesare Amatulli · Giovanni Pino · Matteo De Angelis · Robert Cascio

84 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

Abstract Despite increasing interest toward luxury vintage products, companies often struggle to understand why consumers buy those products. This article is aimed to advance knowledge about luxury vintage product consumption by identifying the latent determinants of Italian consumersʼ purchasing of these products. The article utilizes the means‐end chain (MEC) approach and the laddering interview technique to achieve this goal. Results show that consumers buy luxury vintage products mainly to satisfy their individual identity, improve their self‐confidence, and achieve a sense of fulfillment. The hierarchical value mapping resulting from the MEC analysis demonstrates that luxury vintage product consumption is undeniably aimed to improve consumersʼ perception of their desired and ideal individual self‐image. The article discusses the managerial implications of the study, along with its limitations and directions for future research.

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References

1982A Means-End Chain Model Based on Consumer Categorization Processes 2006The logic of small samples in interview-based qualitative research 2001Laddering theory, method, analysis, and interpretation.2010Signaling Status with Luxury Goods: The Role of Brand Prominence 2004Measuring perceptions of brand luxury 2005Orientations to happiness and life satisfaction: the full life versus the empty life 1982A Means-End Chain Model Based on Consumer Categorization Processes 2003Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning

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