How Much Can Brands Deviate from their Brand Aesthetic? The Moderating Role of Brand’s Luxury Statu Seifert, Christin Cui, Tianyu Chattaraman, Veena 2018-10-19T01:52:56.000 2020-06-30T05:41:19Z 2020-06-30T05:41:19Z 2017-01-01
dc.description.abstract <p>Brand aesthetics is fundamental to maintaining a competitive advantage, especially within the luxury sector. Brand design consistency (BDC) plays a pivotal role in building a successful luxury brand through the formation of strong brand associations. However, creating new and distinct product designs that deviate from a brand's aesthetic may have the potential to increase the brand's interest. The purpose of this study is to examine the impact of BDC on aesthetic judgment and purchase intention and to investigate the moderating effect of brand's luxury status in the above relationship. The concepts of halo effect and biased assimilation relating to luxury brands form the conceptual basis of our study. Findings of this study exhibit that high BDC (vs. low BDC) evoked the most positive consumer response for luxury and non-luxury brands. The overall BDC effect however, was more salient for non-luxury brands which indicates that they have less latitude to deviate from their brand aesthetic than luxury fashion brands.</p>
dc.identifier archive/
dc.identifier.articleid 2293
dc.identifier.contextkey 11664999
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2017/presentations/86
dc.relation.ispartofseries International Textile and Apparel Association (ITAA) Annual Conference Proceedings
dc.source.bitstream archive/|||Sat Jan 15 02:14:13 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Fashion Design
dc.subject.disciplines Fiber, Textile, and Weaving Arts
dc.title How Much Can Brands Deviate from their Brand Aesthetic? The Moderating Role of Brand’s Luxury Statu
dc.type event
dc.type.genre event
dspace.entity.type Publication
relation.isSeriesOfPublication 5d0f3f8c-2190-47b2-bb58-b59e2d1740d5
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