Determinants of successful luxury brand management in turbulent times

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Tasting green: An experimental design for investigating consumer perception of organic wine

Purpose: There is empirical evidence that the image of organic products has a stronger effect on consumer perception than the intrinsic characteristics. Against this background, the aim of this paper is twofold; first, to ascertain if the stimulus "organic food", placed by storytelling, influences the perception of wine. Based on this, the study tries to discover wherein a positive perception of organic wine might be reflected (e.g. willingness to pay premium prices, better taste perception). Design/methodology/approach: Focusing on the consumer perception and evaluation of conventional versus organic wine, it was decided to use an experimental design with a blind taste test procedure. The prediction was that subjects would rank a wine described as organic higher than a conventional wine - even if there is no objective difference. Consumer perceptions and attitudes toward the wines were assessed using a questionnaire including wine preference, buying and recommendation intention, and willingness to pay. Besides, consumer wine knowledge and consumer personal environmental orientation were measured as individual constructs. Findings: In accordance with existing research insights, consumers tend to prefer organic products over conventional ones. In this context, the experiment shows that adding information on the product's process during a blind test leads consumers to increase their ratings in favour of the "organic wine". Interesting is that consumers even give a better rating for "conventional wine" just described as being "organic", indicating that the appearance and taste are perceived to be better, and the price intention is higher - thus, a pure signalling effect is achieved. Originality/value: The key finding of the study was that even if they tasted the identical product, the respondents ascribe a significantly better taste to the organic-labelled wine compared to the conventional alternative. Besides, the willingness to recommend the organic wine and the willingness to pay differed significantly from the evaluation of the red wine presented as "conventional". Moreover, regardless of their knowledge and attitude towards organic products in general, all respondents rated the so-called organic wine higher in all given attributes. © Emerald Group Publishing Limited

Brand extensions: A successful strategy in luxury fashion branding? Assessing consumers’ implicit associations

Although the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. Moreover, studies on the impact of brand extensions have been limited to explicit measurement methods. Therefore, the aim of this study is to provide new insights by focussing on the change of consumers’ brand perception related to downgrading and upgrading brand extensions strategies in the luxury market based on an implicit association test (IAT). In this exploratory study context of examining the spontaneous reaction time with reference to the luxury concept by confronting respondents with adequate verbal brand extension stimuli, a ST-IAT was considered for the empirical tests of these hypotheses. The study results give evidence that consumers’ perception of an upgrading or downgrading strategy of a brand varies in accordance to these hypotheses. Hence, the reaction time of the H&M subjects decreased after having read the upgrading stimulus whereby, in the case of Karl Lagerfeld, the ST-IAT reaction times showed that the downgrading information resulted in a weaker association of Karl Lagerfeld with luxury. The use of implicit measurement methods is becoming increasingly important for assessing consumer reaction to the new product line. Particularly, when luxury brands apply a downgrading strategy, the risks of possible damages to the core brand are much higher than in the case of an upgrade of a basic brand to the luxury or premium segment. © 2013, Emerald Group Publishing Limite

Congruence between consumer, brand and store personality in luxury sector: the results of an international research

International audienceObjectives. The paper analyses the phenomena of congruence between consumer, brand and storepersonality and its effect on attachment to brands in luxury sector at an international level.Methodology. From a theoretical point of view, human personality, brand personality and storepersonality research streams are considered. The paper takes into account relevant theoreticalcontributions developed on congruence between consumer, brand and store personality. Then theattachment construct is considered. From an empirical point of view, the paper presents the results of aquantitative primary research run on a sample young people “luxury experienced” from WesternEurope (France, Germany, Italy, UK). The empirical research considers specifically 6 luxury brands.Results and conclusions: This paper presents the validation of the personality congruence measurementscale proposed by the authors; furthermore the research highlights the existence of a correlationbetween personality congruence and brand attachment discovering at the same time specific countrypeculiarities

Clinical characteristics and outcomes of hospital-manifested COVID-19 among Brazilians

ABSTRACT: Objectives: To analyze the clinical characteristics and outcomes of admitted patients with the hospital- versus community-manifested COVID-19 and to evaluate the risk factors related to mortality in the first population. Methods: This retrospective cohort included consecutive adult patients with COVID-19, hospitalized between March and September 2020. The demographic data, clinical characteristics, and outcomes were extracted from medical records. Patients with hospital-manifested COVID-19 (study group) and those with community-manifested COVID-19 (control group) were matched by the propensity score model. Logistic regression models were used to verify the risk factors for mortality in the study group. Results: Among 7,710 hospitalized patients who had COVID-19, 7.2% developed symptoms while admitted for other reasons. Patients with hospital-manifested COVID-19 had a higher prevalence of cancer (19.2% vs 10.8%) and alcoholism (8.8% vs 2.8%) than patients with community-manifested COVID-19 and also had a higher rate of intensive care unit requirement (45.1% vs 35.2%), sepsis (23.8% vs 14.5%), and death (35.8% vs 22.5%) (P <0.05 for all). The factors independently associated with increased mortality in the study group were increasing age, male sex, number of comorbidities, and cancer. Conclusion: Hospital-manifested COVID-19 was associated with increased mortality. Increasing age, male sex, number of comorbidities, and cancer were independent predictors of mortality among those with hospital-manifested COVID-19 disease