Determinants of consumer choice towards luxury brands: differences between one-brand stores and outlet stores consumers

The aim of this study was to identify variables that promote consumer choice. In order to do that, it is necessary to identify cognitive and behavioral variables below the act of consumption and to investigate factors that generate and influence choice of specific brand (Semprini A., 1996). When it comes to intangible and valued variables related to the brand, it is necessary to introduce the concept of brand equity, that is, the power of brand lies in the minds of consumers or customers (Keller K.L, 2003, p. 59). Brand equity provides marketers with a vital strategic bridge from their past to their future (Keller K.L, 2003, p.61). Consumer behavior was analyzed in three specific moments: 1) decision antecedents, indeed, the relationships among super ordinate goals are particularly efficacious in the formation of beliefs and attitudes in consumer choices (Bagozzi R.P., 1998, p. 196); 2) buying behavior and its relationship with brand equity (Keller K.L., 2007); 3) behavioral intention, or post-purchase behavior (Fishbein M., Ajzen I., 1981; Bagozzi R.P., 1999). The model was applied on two groups of Italian consumers: consumers who buy luxury brands in one-brand stores (N=201), and consumers who buy luxury brands in outlet stores (N=150). Our results suggest two different guidelines of consumption. Consumers who buy luxury brands in one-brand stores are attached to performance and the superiority of brand. For these consumers the attachment to luxury brand is a utilitarian and hedonic value: through the luxury products they show their status and their position in the society (Featherstone M, 1994). Moreover, results of Hierarchical Value Maps (Bagozzi R.P., Henderson G., Dabholkar P.A. & Iacobucci D, 1996; Bagozzi R.P., & Edwards J.R., 1998) show that the most abstract categories, which are the origin and source of other goals, are “better fit” and “glamour” categories. Finally, these consumers will buy again in one-brand stores if people important to them approve this choice. On the other hand, consumers who buy luxury brands in outlet stores believe that luxury products have more credibility and quality. Their choice is motivated by the desire to spend less and have the best; these consumers will buy again in outlet stores if the product is easily to find and reasonably priced.