The Balance Between the Transmitted and the Perceived Image of Luxury Fragrance Brands

  1. Maria Puelles
  2. Sonia Carcelén
  3. Mónica Díaz-Bustamante
Revista:
Journal of Modern Accounting and Auditing

ISSN: 1548-6583,  1935-9683

Año de publicación: 2015

Volumen: 11

Número: 10

Tipo: Artículo

DOI: 10.17265/1548-6583/2015.10.002 GOOGLE SCHOLAR

Otras publicaciones en: Journal of Modern Accounting and Auditing

Resumen

The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regards to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted in order to determine the perceived image of the principle luxury fragrance brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands so that a subsequent comparison may be made with the advertising created by said brands in order to verify whether or not the image projected in their advertising corresponds with the perceived image of their target audience.

Referencias bibliográficas

  • Aaker, D. A. (1996). Cómo construir marcas poderosas. Madrid: Ediciones Gestión.
  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
  • Allérès, D. (1990). Luxe: Stratégies-marketing. Paris: Economica.
  • Ambroise, L., & Valette-Florence, P. (2010). The brand personality metaphor and inter-product stability of a specific barometer. Recherche et Applications en Marketing, 25(2), 3-28.
  • Bain & Company. (2013). Luxury goods worldwide market study. Retrieved from http://www.bain.com/
  • Braudel, F. (1979). Civilización material, economía y capitalismo. Madrid: Alianza.
  • Campuzano García, S. (2007). El universo del lujo: Una visión global y estratégica para profesionales y amantes del lujo. Madrid: McGraw-Hill.
  • Cerviño Fernández, J. (2002). Marcas internacionales: Cómo crearlas y gestionarlas. Madrid: Ediciones Pirámide.
  • Churchill, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
  • Ciornea, R., Pop, M. D., Bacila, M. F., & Drule (Tîrca), A. M. (2011). Measuring luxury value perception: Additions to the model of Wiedmann et al. (2007). Marketing From Information to Decision, 4, 94-109.
  • Colmeiro, M. (1863). Historia de la economía política en España. Madrid: Fundación Banco Exterior.
  • Danes, J. E., Hess, J. S., Story, J. W., & Vorst, K. (2012). On the validity of measuring brand images by rating concepts and free associations. Journal of Brand Management, 19(4), 289-303.
  • Del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425.
  • Díaz-Bustamante, M. (2012). Actitudes y percepciones sobre las fragancias de lujo en España: Investigación en la Comunidad de Madrid (Tesis doctoral inédita, Departamento de Comercialización e Investigación de Mercados, Universidad Complutense de Madrid).
  • Dichter, E. (1985). What’s in an image. Journal of Consumer Marketing, 2(1), 75-81.
  • Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17(1), 110-119.
  • Dolnicar, S., & Grün, B. (2007). Question stability in brand image measurement: Comparing alternative answer formats and accounting for heterogeneity in descriptive models. Australasian Marketing Journal, 15(2), 26-41.
  • Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer rapport to luxury: Analyzing complex and ambivalent attitudes. No. 736, Les Cahiers de Recherche, HEC Paris.
  • Durgee, J. F., & Stuart, R. W. (1987). Advertising symbols and brand names that best represent key product meanings. The Journal of Consumer Marketing, 4(3), 15-24.
  • European Forecasts (Selective Distribution in Spain). Reports 1997-2011. Turnover at manufactures prices. Limited distribution document. Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, 33(2), 33-39.
  • Godey, B., Lagier, J., & Pederzoli, D. (2009). A measurement scale of “aesthetic style” applied to luxury goods stores. International Journal of Retail & Distribution Management, 37(6), 527-537.
  • Hsieh, M. H. (2002). Identifying brand image dimensionality and measuring the degree of brand globalization: A cross-national study. Journal of International Marketing, 10(2), 46-67.
  • Huang, W. (2010). Brand story and perceived brand image: Evidence from Taiwan. Journal of Family and Economic Issues, 31(3), 307-317.
  • Joyce, T. (1963). Techniques of brand image measurement. In New developments in research (pp. 45-63). London: Market Research Society.
  • Kapferer, J. (1998). Why are we seduced by luxury brands? Journal of Brand Management, 6(1), 44-49.
  • Keller, K. L. (1998). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice Hall.
  • Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(1), 35-50.
  • Kotler, P., & Keller, K. L. (2012). Dirección de marketing (14th ed.). México: Pearson Editorial. Koubaa, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155.
  • Letichevsky, S. S. (2002). Bernardo de Mandeville y la función del lujo. El catoblepas, 5, 21-23.
  • Low, G. S., & Lamb, C. W. (2000). The measurement and dimensionality of brand associations. The Journal of Product and Brand Management, 9(6), 350-370.
  • Martinez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39-50.
  • Park, S. H. (2009). The antecedents and consequences of brand image: Based on Keller’s customer-based brand equity (Ph.D., The Ohio State University). ProQuest Dissertations and Theses (304985734).
  • Sanz de la Tajada, L. A. (1994). Integración de la identidad y la imagen de la empresa: Desarrollo conceptual y aplicación práctica. Madrid: Escuela Superior de Gestión Comercial y Marketing, ESIC.
  • Smith, A. (1776). Edición de Cannan, Edwin (1997). Estudio preliminar de Gabriel Franco. Investigación sobre la naturaleza y causas de la riqueza de las naciones. Mexico: Fondo de cultura económica.
  • Stanpa (Spanish Cosmetic Toiletry and Perfumery Association). (2013). General statistics of the perfumery and cosmetics sector in Spain. Reports 2009-2013. Turnover at manufactures prices. Limited distribution document.
  • Stern, B., Zinkhan, G. M., & Jaju, A. (2001). Marketing images construct definition, measurement issues, and theory development. Marketing Theory, 1(2), 201-224.
  • Veblen, T. (1899). La teoría de la clase ociosa. Madrid: Alianza Editorial. Vickers, J. S., & Renand, F. (2003). The marketing of luxury goods: An exploratory study – three conceptual dimensions. The Marketing Review, 3(4), 459-478.
  • Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. The Journal of Brand Management, 11(6), 484-506.
  • Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007a). Measuring consumers’ luxury value perception: A cross-cultural framework. Academy of Marketing Science Review, 7(7), 333-361.
  • Wiedmann, K. P., Hennigs, N., & Siebels, A. (2007b). Understanding and measuring luxury value: A multidimensional model of consumers’ luxury perception. American Marketing Association, 7, 393-395.
  • Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651.
  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
  • Zinkhan, G. M., Locander, W. B., & Leigh, J. H. (1986). Dimensional relationships of aided recall and recognition. Journal of Advertising, 15(1), 38-46.