| Status | 已發表Published |
| Will made-in tags intervene the effects of limited-quantity scarcity messages for luxury brands? | |
Tseng, T. ; Liu, T. C. ; Balabanis , G.
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| 2019-07-01 | |
| Source Publication | Proceedings of 2019 AMS World Marketing Congress
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| Abstract | The global personal luxury goods industry is facing a sluggish growth or recession in some markets in recent years. For example, in China and Hong Kong, luxury goods sales fell by 9.4 % in 2016, and their 2014-2016 compound annual growth rate (CAGR) was -6.0% (Deloitte, 2018). To compete in the strained market environment, many luxury brands have launched limited quantity (LQ) products to entice their consumers. The reason that the luxury brands offer LQ products is to generate a sense of scarcity and exclusivity among the target consumers. Extensive research has shown that these luxury brands are right, because their scarcity messages indeed make consumers believe LQ products to be special, unique, and valuable, and thus enhance positive product evaluation (Aggarwal, Jun, & Huh, 2011; Eisend, 2008; Gierl & Huettl, 2010; Gierl, Plantsch, & Schweidler, 2008). Limited-quantity scarcity (LQS) messages are not always effective across all products. For example, though these messages can effectively increase consumers’ purchase intention for conspicuous products, they do not work as well for non-conspicuous products (Gierl & Huettl, 2010; Jang, Ko, Morris, & Chang, 2015). Similarly, the current study argues that the effect of LQS messages can also be moderated by “made-in” tags. The effects of country of origin (COO) have already been significant for luxury brands. Previous studies have found that COO effects are present in all purchase stages of luxury consumption, including exploration, comparison, evaluation and purchase intentions (Schulz and Jain, 2015; Verlegh and Steenkamp, 1999). Luxury products made in countries with inferior images may result in consumers simply discarding them from their consideration set (Schulz and Jain, 2015). As a result, luxury brands have been battling between cost efficiency by moving their manufactures elsewhere and sales disruptions because of the COO effect. With the limited editions from the luxury brands, would consumers focus more on the LQS messages instead of where their purchase ‘made in?’ Since more and more luxury brands moved their manufactures away from where their products were originally produced (e.g., Burberry moved some of its England operation to China, and their move created disturbance to the trust of their consumers), this issue could be a great concern of many luxury brands. |
| Keyword | limited-quantity scarcity LQS country of origin COO luxury brands |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 45154 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Corresponding Author | Tseng, T. |
| Recommended Citation GB/T 7714 | Tseng, T.,Liu, T. C.,Balabanis , G. . Will made-in tags intervene the effects of limited-quantity scarcity messages for luxury brands?[C], 2019. |
| APA | Tseng, T.., Liu, T. C.., & Balabanis , G. (2019). Will made-in tags intervene the effects of limited-quantity scarcity messages for luxury brands?. Proceedings of 2019 AMS World Marketing Congress. |
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