Flávio Santino Bizarrias
Universidade Nove de Julho,
Brazil
E-mail: flavioxsp@hotmail.com
Suzane Strehlau
Universidade CEUMA, Brazil
E-mail: strehlau@gmail.com
Marcelo Moll Brandão
Universidade Federal do Espírito Santo,
Brazil
E-mail: mollmkt@gmail.com
Submission: 23/02/2017
Accept: 01/03/2017
ABSTRACT
The value of luxury
is a multidimensional construct that assesses how consumers consider the
various dimensions of luxury in their consumption relations. The consumption of
luxury is not a trivial activity for most people, but brings a certain
fascination and is part of the imaginary of the lower classes in emerging markets.
The social identity of these consumers is changing because they aspire a new
social position. But luxury consumption hurts the standards of this consumer
profile. At the same time the self esteem is observed as an important element
of people self-confirmation. For consumers, specifically, self-esteem is an
important antecedent of consumption decisions. A sample of low income students
was analyzed in this study to describe their relationship with luxury, and its
influence on self-esteem when moderated by brand expressiveness. Through
structural equation modeling this study found that the expression of the brand
moderates the relationship of the value of luxury with self-esteem, allowing
consumers of lower classes to observe a significant role of luxury in their
lives.
Keywords: Emerging markets; Luxury; Brand
expressiveness; Consumer behavior
1. INTRODUCTION
The
luxury products market is growing worldwide. The luxury market grew 10% in
terms of revenues between 2013 and 2014 (EUROMONITOR, 2015). It is a market
recognized as having high rates of profitability (KAPFERER, 2014). The forecast
is that demand for handbags and watches will continue to grow as it clearly
signals wealth and status among consumers in both developed and emerging
markets. Brands like Michael Kors, ToryBurch and Kate Spade have benefited from
what's called affordable luxury (EUROMONITOR, 2015) .
New
clients of luxury goods can choose brands because of the contagiation
experienced in seeing luxury goods being used by their acquaintances, not for
adherence to brand values or knowledge about tis category (KAPFERER, 2015).
Xianchi and Fishbach (2014) proposes that the desire for goods depends on the
duration of non-consumption (abstention), and the presence of surrogates that
are salient, that is, if substitutes are not present the period of
non-consumption will increase desire.
On
the other hand, many consumers seek counterfeit brands and products to satisfy
their desire for distinction in the social groups they occupy (STREHLAU, 2008).
This is due to its lower economic condition, or for not wanting to spend with
this category of products. Even if the mechanisms that motivate the traditional
luxury consumer seem to be different from those that motivate lower-income
consumers to acquire more sophisticated products, the motivation to seek out
distinctive symbols seems to be common to people in general.
However,
many organizations neglect lower-income consumers as the target of their
business strategies (NGUYEN; SIMKIN, 2013). On the one hand, this choice is
proven to preserve the brand equity built. But this choice does not eliminate
the possibility for lower-income consumers themselves to pursue sophistication
in their choices of consumption as self-assertion of themselves and their
social group. The observed social and economic changes of the past decades in
emerging markets have created consumer groups that are transforming the way
they consume in this quest to build a clear identity (SARAIVA, et al., 2015).
In emerging markets these groups
seem to aspire for a new identity. Luxury consumption simply seems very distant
from the reality of this huge contingent of consumers and would have little
effect for these consumers in the social group they attend. However, brands can
be the bridge between the low-income consumer and the consumption of more
sophisticated products, insofar as they could broaden their identity within the
reference group they belong to, without suffering any social punishment for
diverting too much from the established norms when consuming luxury goods. It
is worth noting that luxury has a number of perspectives beyond those
concerning price as suggested by common sense (HENINGS, et al., 2012).
This consumer also has an
identity in transformation. We consider self-esteem to be an important aspect
for this transformation insofar as it precedes a series of consumer phenomena.
Self-esteem is also linked to social identity as one of its dimensions
(ELLEMERS; KORTEKAAS; OUWERKERK, 1999) in establishing a sense of belonging,
and in the relationship with the group to which one belongs to.
In this study, our objective was
to analyze self-esteem as a variable that will depend on the pressures of the
social group and the value attributed to luxury, aiming to answer the following
question: what is the influence of social identity and luxury value on the
self-esteem of low-income consumers whn
moderated by brand expressiveness? This study is justified by the great
relevance of this group of consumers in the economy and by observing that this
profile of consumers presents an identity in transformation (SARAIVA, et al.,
2015), that can impact consumer studies and companies strategies.
2. SOCIAL IDENTITY
People
act in many situations by influence of the social groups to which they belong
or aspire to belong to, and for this they seek to make decisions that shape
their identity. These decisions follow subjective norms, but also social
pressures from those that matter to us (EAGLY; CHAIKEN, 1993).
Otherwise,
social influence reflects our need for approval by the social group
(compliance) in choosing a course of action. It is also observed that decisions
can be made based on the congruence between personal norms and values and
those of the social group that we belong to (internalization), reflecting
patterns of conduct transmitted. Another mode of social influence,
identification, establishes that we make decisions that are based on the search
for a relationship of positive self-definition with other people (BAGOZZI;
KYU-HYUN, 2002).
These
social influences lead people to adopt patterns that the group adopts. As in
today's society it is observed that consumption is also a frequent social
activity, we hope that in a situation of purchase in which the consumer does
not belong to his social group, he or she will adopt the norms of his group,
and will have an implicit attitude favorable to his group.
But
by means of preassure of social desirability, he or
she will not declare this distance from the group to which they does not
belong. In other words, a low-income consumer needs to act according to the
norms of its current social group, even though he or she wants to be perceived
as a succesfull person through his belongins.But it may provide disapproval and, accordingly, disconfort.
Ellemers, Kortekaas and Ouwerkerk (1999) propose a model adopted in this study in
which social identity is formed by commitment to the group, self-categorization
and self-esteem with the group to which one belongs. The definition of identity
adopted in this study establishes that it has several parts that compose it,
and one of them is social identity, or the knowledge of belonging to a social
group together with the affection felt by this group.
This
social identity is based on a cognitive component (awareness of belonging to
the group, or self-categorization), an evaluative component (a positive or
negative connotation of this belonging, or self-esteem in relation to the
group) and an emotional component (sense of emotional involvement with the
Group, or affective impairment). It is expected that people will act to protect
its identity, and reinforce it, even though we recognize that identity is an
element subject to change accross time.
3. LUXURY
Over
the years luxury objects have been used to distinguish people in society, and
today people consume certain objects or
brands to distinguish themselves in society (HAN; NUNES; DRÈZE, 2010).
Therefore, luxury helps to shape people identity, and people social identity.
Luxury is based on a motivational process based on need and desire. Thus,
luxury is associated with desire, in contrast to needs. (KEMP, 1998).
Vigneron and Johnson (1999) define luxury as being marks of
a higher level that possess physical values but, above all, psychological ones
that by their simple use already bring self-esteem to its possessor. This
category of consumption responds to the need that people have of distinction
and to feel belonging to groups they aspire to, far from the common mass of
people (LEIBENSTEIN, 1950). However, not only are psychological benefits
associated with luxury, but their value is also seen in other dimensions.
3.1.
Value
of luxury
Several
authors have sought to measure the value of luxury. Wiedmann,
Hennigs and Siebels (2007)
propose a scale to measure the value of luxury in four dimensions. Luxury
brings psychological values but also represents values in other dimensions
as financial value, quality value, individual and social (HENINGS, et al.,
2012). Financial Value precisely establishes issues related to the monetary
aspects of luxury, such as price, resale and investment.
Functional
value refers to durability, and its utility function and reliability.
Individual Value deals with the consumer's internal and personal motivations
and psychological traits in possessing luxury goods such as materialism,
hedonism, and self-identity. The dimension Social value of luxury deals with
the social recognition that is attributed to those who possess luxury goods,
deals with the prestige acquired and the conspicuousness.
Henings et al. (2012) measured the value of luxury in
different cultures. The study examined whether the perception of luxury varies
between countries. Data were collected in 10 countries, Brazil, France,
Germany, Hungary, India, Italy, Japan, Slovakia, Spain and the USA and
significant differences were identified among countries. Brazilians stood out
as admirers of luxury.
Linking
possessions to the extent of one's identity is important in understanding
consumer choices. The value of luxury is symbolic in this sense, since it is
not a matter of having the luxury to have a better use of the product, but to
demonstrate to the other members of the group that one has a distinction. The
income that people possesses and, therefore, their social class is an important
factor in identifying who consumes and values luxury (DUBOIS; DUQUESNE,
1993).
The
means and assets that people possess influence luxury consumption (HAN; NUNES;
DRÈZE, 2010). Cultural issues also play a decisive role in the notion of what
we consider to be luxury. That which is luxury brings to the owner distinction,
prestige, and status, and some societies have more of this motivation to
express themselves through what they possess.
However,
there seems to be a greater need among people with lower income, particularly
in developing countries, where after years of restriction to more common goods,
increasing consumption is moving towards more sophisticated goods, more
motivated for prestige than by its functional aspects. This has been observed
in recent years in Brazil (ESTADÃO, 2012; EXAME, 2013) and other similar
countries,(YE; LIU; SHI, 2015) in emerging markets.
For
this group of consumers we expect that the function of the brand, particularly
those that express luxury, should play a relevant role in the relationship of
low income consumers with luxury. We hypothesize that for the less favored
classes, luxury will have a more aspirational character, and that brands will
enable low-income consumers to approach luxury goods without discomfort when
the brand can represent its identity, not the product itself.
4. BRAND EXPRESSIVINESS
Brands
and objects play an important role in corporate strategies, as well as in
people's lives. Brands help us to give meaning to who we are and the world
around us. In their social role as consumer, people incorporate objects, such
as brands to their identities through buying and living situations (BELK, 1988;
SHIMP; MADDEN, 1988; DAY, 1989).
Several
examples of the incorporation and extension of self are found in mankind. From antiquity, when
the rituals in which the dead were buried with their objects, or when, in some
cultures, some groups feed on their enemies, so that their spirit, and their
forces, are part of that of the conqueror.
The
creation of objects reflects the identity of its creator, and the loss of an
object resembles the loss of a loved one. The use of an automobile turns our
notion of who we are. The purchase and use of an object as well. Even in
actions of vandalism, as a form of aggression to the social identity of society
as a whole we observe the symbolic role of objects in our lives. Or, the link
between the farmer and the land he cultivates is another example of the
relationship between people and objects (BELK, 1988).
Brands
can function the same way, as being part of people identity, an shaping it.
When a brand expresses the feelings and thoughts a person have about itself we
can observe brand expressiveness, or when a brand “[…] enhances one’s social
self and/or reflects one’s inner self”, (CARROL; AHUVIA, 2006, p. 82).
It
follows that brand expressiveness can affect the relationship people have with
other dimensions that shape one’s identity, like social groups they belong to
or desire to be part of, and with other objects that have the same function of
modeling their identity, like luxury goods. We hypothesize that brand expressiveness
can moderate this relations that shapes consumer identity, and as a result,
their self-esteem.
The
most prominent brands can express status (HAN; NUNES; DRÈZE, 2010) and this can
be important to low income consumers, for their self-esteem, and their sense of
group and individual identity. These authors propose four classifications of
consumers of luxury, or sophisticated objects. The Patricians, or consumers who
have great purchasing power, and pay premium prices for products not remarkable
because they have a greater desire to approach other patricians than to
dissociate from other social groups.
The
second group is called Parvenus, or consumers who have high incomes but no
knowledge to distinguish symbols of exclusivity like the patricians, they yearn
for status. The third group is called Poseurs, a French word without similar in
the Portuguese language and that designates the people who pretend to be what
they are not. These consumers do not have high incomes, and they have a great
need for status. Finally, the group of consumers called Proletarians, that is,
consumers without the need of status and without high income.
There
is no need to approach higher groups or to disassociate with other groups. In
this study, the consumer group is closer to the Poseurs. This group of
consumers looks for in the most sophisticated products and brands a form of
status and privilege, which in many ways resembles a way of occupying a space
in the society that they did not have before. This self-assertion as a relevant
social group can be established through self-esteem in which its achievements
and identity are shown in a different way from other more favored social
groups.
5. SELF-ESTEEM
Self-esteem
is about people's assessment of themselves. This evaluation can then be used
for a series of subsequent decisions (ROSENBERG, 1986). Gecas
(1982) proposes that the self-esteem can be composed of two dimensions. One
characterized by the capacity of realization of the people, and another by the
value that is attributed to itself. Cast and Burke (2002) proposed a theory of
self-esteem that addresses both self-esteem as a result of behaviors (dependent),
and as a protection mechanism and motivation factor for future behaviors
(mediation).
All
these approaches can be used in the context of consumer behavior. We can
consume brands and products that increase the value we observe in ourselves
before others, as in the consumption of luxury products or brands that give us
prestige and status, or protection against social punishment coming from groups
that do not aspire to participate.
The
level of self-esteem (high or low) will have an impact on future decisions, but
from another perspective, some factors may influence the level of consumer
self-esteem. Insofar as the value attributed to luxury leads the consumer to
reflect on the role that the most sophisticated products and brands exert in
their life, the consumer will suffer a greater or lesser influence of this
category of products and brands on their attitude toward themselves, their
self-esteem.
In
this study we adopted the perspective of self-esteem as a result of situations
evaluated by the consumer, in which he or she considers its relationship with
luxury in the search for social approval.
6. THEORETICAL MODEL AND DEVELOPMENT OF HYPOTHESES
For
the accomplishment of this study a conceptual model was developed based on the
literature review presented. Social Identity constitutes the part of the self
of the person who represents the vision that the groups that we belong have on
it. The need for approval to belong to a current or idealized social group is
an important motivation and leads to behaviors that legitimize belonging to a
particular social group, or depart from those unwanted (ELLEMERS; KORTEKAAS;
VOUWERKERK, 1999). By belonging to a particular social group we expect people,
and consumers in particular, to feel their highest self-esteem. This leads us
to the first hypothesis of this study.
·
H1: Social identity will have a positive and
significant relationship with self-esteem.
On
the other hand, some social groups have been characterized by a peculiar
transformation in developing countries (SARAIVA, et al., 2015). Sharp social
changes have brought a large contingent of consumers to seek more sophisticated
products and brands. These new consumers have moved away from a reduced
consumption stage to a higher consumption of more improved products. In the
last decades these groups have come to desire more sophisticated products and
brands. However, this group of consumers has not lost its initial identity. Its
relation to luxury and sophistication is still at a certain distance from the
very strategy of organizations, even more so in the luxury segment (DUBOIS;
DUQUESNE, 1993).
On
the other hand, these consumers seek in more sophisticated consumption a
self-affirmation of their identity. This can be achieved through brands that
make them look more sophisticated than being properly (HENINGS et al, 2012),
with brands (not the whole lifestyle) becoming part of the process of building
their social identity.
Brands
can bridge the gap between a sense of being marginalized in society, and the
aspiration of being accepted and distinguished.
In this way we hypothesize that (H2) the Value of luxury will have a
positive and significant relationship with Self-esteem for low income consumers
when (H3) the Expressiveness of the brand moderates in a significant and positive
way the relation between the Value of luxury and the Self-esteem. We also
expect that the same moderating role of Brand Expressiveness for (H4) the
relationship between Social identity and Self-esteem. These hypotheses can be
observed in Figure 1.
Figure 1: Theoretical model to be tested
7. RESEARCH METHODOLOGY
In
this section we describe the research design, overall field procedures,
analysis criteria and the measurement of the variables used.
7.1.
Universe
of research and sample
The
research sample consisted of students with an active consumer profile who could
represent the consumption categories sought in this study, belonging to
lower-income social classes. The sample was non-probabilistic for convenience
because any element of the sample did not have the same possibility of being
chosen (MALHOTRA, 2012), given that the collection took place through the web.
With this choice, we sought a sample capable of representing the group of
people reasonably involved with brands (SELLTIZ; WRIGHTSMAN; COOK, 1987).
The
group chosen as a sample for this study has these characteristics, since young
students are mostly economically active and are the target of the marketing
actions of the organizations with intensive use of brands as a strategy (JOHN,
2009). At the same time, this social group is in the process of affirming its
identity as consumers, through the choices of products and brands capable of
representing them. In addition, these social subjects have diverse demographic
and behavioral characteristics, and can represent the Brazilian population in
general.
It
also contributes to the choice of students the fact that these stiffens can be
located in a convenient access location, in a Higher Education Institution,
offering possibility of conducting the study. All students responded to a
previous questionnaire to assess their social class, according to the criteria
proposed by ABEP (Brazilian Association of Research Companies). Those who
scored as low income were invited to participate in the final sample.
7.2.
Research
design and procedures
For
the accomplishment of the study a descriptive approach was adopted (MALHOTRA,
2012) in order to observe the operation of the phenomenon, not its causes. We
adopted Structural Equation Modeling (SEM) as analysis technique because it
allows to simultaneously observe the relationships that involve the phenomenon.
Data collection was done through the internet. The students scored as low
income were invited to participate in the study with strictly academic intent.
A link was sent to the students via email.
The
students completed demographic data and, at their choice, indicated their
identification or some means of contact to receive the results of the study.
The research was conducted between April and June 2016. Luxury value was
measured based on Hennigs et al. (2012). Social
Identity and Self-esteem were based on Ellemers et
al. (1999), and Brand Expressiveness was based on Carrol and Ahuvia (2006).
7.3.
Analysis
criteria
The
criteria of analysis followed those pointed out by Hair et al. (2014). The fit
of the model initially seeks to achieve convergent and discriminant validity.
The convergent validity observes the Average Variance Extracted (AVE), or the
proportion of the data in their respective latent variables that is explained.
The values should exceed 0.50, or 50%, indicating that most of the construct
is being explained. Then the internal consistency, Cronbach's Alpha and
Compound reliability indicators are observed (values should exceed 0.60 and
o, 70 respectively).
The
discriminant validity is observed by comparing the square root of the AVE of
each variable and its correlation with the other variables, and the factorial
load of each item, larger in its respective variable than in other variables.
Discriminant Validity indicates the independence of the constructs between
them. The next step is the analysis of the structural model itself.
The
coefficient of determination (R2> 2%), the relations between the
variables, or factor load of the path coefficient and significance (p-value ≤
5%) were observed with Student's t-tests for regressions and correlations of
the model. Finally, the coefficients of Predictive Relevance (Q2
greater than zero) and size or force of the effect (f2 above 0.02)
of the variables of the model are analyzed. Q2 evaluates the fit of
the model to its prediction and f2 indicates how much each construct
is important to the model itself. In a complementary way, the quality of fit
indicator of the model, GoF (Goodness of Fit, above
0.36) is observed.
Finally,
with all these indicators we performed the interpretation of the model in light
of the observed theory and objectives of the study. To test the hypotheses, the
Bootstrapping procedure was performed, consisting of a systematic resampling of
the data. Hypotheses are accepted for student t test above 1.96 (p-value ≤
0.05).
8. RESULTS
In
this section the results of the study will be observed, beginning with the
sample until the adjustment indicators of the model.
8.1.
Sample
A
total of 135 questionnaires were received, all valid. Of these, 111 were
considered valid for the study because they belong to lower-income class
according to the ABEP criteria. Of the total respondents, 53.4% are women.
The mean age was 26.7 years of age with a standard deviation of 2.3 years. All
are upper-level business administration students in the majority. Only 2.5% are
in their second graduation.
8.2.
Theoretical
model
The
first step sought to achieve the convergent and discriminant validity of the
proposed model. The final model resulted in a good fit for these parameters.
Table 1 presents the initial results of the convergent validity. The final
model did not identify the variable Self-esteem with group by factorial loads
below 0.7.
Table 1: Convergent validity
Variable |
AVE |
Composite reliability |
R2 |
Cronbach’ s Alpha |
Comunality |
Redundancy |
Self-categorization |
0,646 |
0,785 |
0,588 |
0,457 |
0,646 |
0,379 |
Self-esteem |
0,676 |
0,861 |
0,374 |
0,754 |
0,676 |
0,15 |
Comitment with the group |
0,766 |
0,867 |
0,7 |
0,7 |
0,766 |
0,527 |
Quality value |
0,724 |
0,887 |
0,291 |
0,808 |
0,724 |
0,211 |
Financial value |
0,72 |
0,837 |
0,132 |
0,611 |
0,72 |
0,095 |
Individual value |
0,669 |
0,91 |
0,802 |
0,876 |
0,669 |
0,533 |
Social value |
0,655 |
0,904 |
0,747 |
0,867 |
0,655 |
0,488 |
Brand expressiveness |
0,736 |
0,847 |
0 |
0,659 |
0,736 |
0 |
Source: The authors
All
AVEs were above 0.5 and the other indicators showed good adjustment. Table 2
complements the observation of convergent validity.
Table 2: Other indicators of
Convergent validity
Variável |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
8 |
Self-categorization (1) |
0,804* |
- |
- |
- |
- |
- |
- |
- |
Self-esteem (2) |
0,415 |
0,822* |
- |
- |
- |
- |
- |
- |
Comitment with the group
(3) |
0,291 |
0,349 |
0,875* |
- |
- |
- |
- |
- |
Quality value (4) |
0,174 |
0,235 |
0 |
0,851* |
- |
- |
- |
- |
Financial value (5) |
0,07 |
-0,082 |
-0,203 |
0,073 |
0,848* |
- |
- |
- |
Individual value (6) |
0,132 |
-0,205 |
-0,163 |
0,381 |
0,25 |
0,818* |
- |
- |
Social value (7) |
0,113 |
-0,047 |
-0,131 |
0,284 |
0,252 |
0,626 |
0,809* |
- |
Brand expressiveness (8) |
0,231 |
0,066 |
0,033 |
0,314 |
0,113 |
0,296 |
0,375 |
0,858* |
Source: The authors
*Construct AVE square root.
All
the square roots of the AVEs were above their correlation with the other
variables demonstrating the independence of the constructs among themselves.
The discriminant validity was also observed by crossloadings
of the items, higher in their respective variables. The GoF
setting quality indicator was 0.513. The indicators of accuracy (Q2)
and effect (f2) of the variables were obtained and are presented in
Table 3.
Table 3: Accuracy and predictive
validity
Varible |
Q2 |
f2 |
Social identity |
- |
0,101 |
Self-categorization |
0,375 |
- |
Comitment with the group |
0,566 |
- |
Self-esteem |
0,176 |
- |
Value of
luxury |
- |
0,322 |
Quality value |
0,211 |
- |
Financial value |
0,098 |
- |
Individual value |
0,524 |
- |
Social value |
0,487 |
- |
Brand expressiveness |
- |
- |
Source: The authors
It
is observed that all indicators were above the parameters determined in the
analysis criteria. Finally, Table 4 shows the test of the hypotheses.
Table 4: Hypotheses
Hypotheses |
Relationship |
Original coefficient |
T test |
p-value |
Status |
H1 |
Social identity à Self-esteem |
0,572 |
2,564 |
0,012 |
Confirmed |
H2 |
Luxury value à Self-esteem |
0,239 |
1,859 |
0,066 |
Confirmed |
H3 |
Social identity * Brand expressiveness
à Self-esteem |
-0,305 |
1,29 |
0,200 |
Not Confirmed |
H4 |
Luxury value * Brand expressiveness à Self-esteem |
0,595 |
2,557 |
0,012 |
Confirmed |
- |
Social identity à Commitment to the group |
0,837 |
19,328 |
0,001 |
- |
- |
Social identity à Self-categorization |
0,767 |
12,851 |
0,001 |
- |
- |
Luxury value à Quality value |
0,54 |
5,556 |
0,001 |
- |
- |
Luxury value à Financial value |
0,363 |
3,213 |
0,002 |
- |
- |
Luxury value à Individual value |
0,895 |
44,372 |
0,001 |
- |
- |
Luxury value à Valor social |
0,864 |
30,987 |
0,001 |
- |
Source: The authors
Hypothesis
H3 was considered not supported because moderation was not observed although
the relationship between the variables Social Identity and Self-Esteem remained
positive. The results of this study can be observed in a consolidated manner
through Figure 2.
Figure 2: Structural model
Source: The authors
9. DISCUSSION
The
results of this study describe the importance of brand expressiveness so that
consumers of lower income can have a closer relationship with luxury value
(DUBOIS; DUQUESNE, 1993) and the construction of their social identity. The
brand acts as an element of expansion and construction of the self for these
consumers. If the brand expresses their identity they now can consume more
sophisticated brands without any discomfort. Brand expressiveness can link
their current identity (as being low income) and their aspirational identity
(linked to a more sophisticated lifestyle). This is consistent with the
definition of Poseurs pointed out by Hennigs et al
(2012).
Hypothesis
H1 was confirmed and social identity has a positive and significant
relationship with self-esteem (Г = 0.572, t (499) = 2.564, p =
0.012). This result shows that the view that social groups have about their
members is an important factor influencing low-income consumers' self-esteem.
However, we did not identify the dimension Self-esteem in relation to the group
in the Social Identity construct.
Lower-income
consumers may be seeking to follow another social group different from his
current one, even if he recognizes that he is in a lower income group (Social
identityà
Self-categorization: Г = 0.767, t (499) = 12.851, p <0.001, Q2
= 0.375, R2 = 58.8%) and, more importantly, still has a great
affection for its origins (Social identityàCommitment to
the group: Г = 0.837, t(499) = 19,328, p <0.001, Q2 =
0.566, R2 = 70%). We believe that this result can be explained by
the projection of the consumer's self.
He
aspires to be part of a social group distinct from his current one, so he
acquires more sophisticated goods to reconcile this situation in his/her mind.
Belonging to the current social group by itself already stimulates the
consumer's self-esteem, so that the extension of identity through the brand
does not significantly alter this relationship (H3: = 0.305, t (499)
= 1.290, p = 0.200).
The
relationship of this group of consumers with luxury is not direct. Without the moderation
of the expressiveness of the brand, the value attributed to luxury does not
even lead the consumer to self-esteem in a significant way (Г = -0.081, t (499)
= 1.003, p> 0.05). Only becoming statistically positive and statistically
significant (H2 = =0.239, t (499) = 1.859, p = 0.066) after the
moderation of the brand as extension of self (H4: = 0.595, t (499) =
2.557, p = 0.012).
That
is, the brand acts as a symbol that allows the low-income consumer to observe
in luxury something that can increase their self-esteem and make their relation
with sophistication justifiable despite its origin of few material resources.
So much so that the dimensions of the Value of luxury more explained were those
referring to intrinsic and psychological benefits such as Social value (Q2
= 0.487, R2 = 74.7%), Individual value (Q2 = 0.524, R2
= 80.2%) and the Quality Value (Q2 = 0.211, R2 = 29.1%),
more than social identity (as part of luxury value) itself (Q2 =
0.098, R2 = 13.2%).
The
aspirational character of low-income consumer was further reinforced by the
fact that the Luxury Value had a greater effect (f2 = 0.322) on the
Self-esteem explanation (R2 = 37.4%) than the Social Identity effect
(f2 = 0.101). These results, taken together, indicate that the lower
income consumer observes in sophistication an important aspect of their
self-assertion. Again the results observed confirm the aspirational argument.
This
study sought to analyze the relations between social identity and the value of
luxury as factors of influence on low income consumer when one observes the
moderation of brand expressiveness. On the one hand, the pressures of the
social group act as a force that drives the judgments and decisions of
consumers when mediated by the self-esteem that the consumer possesses. This
self-esteem seems to be in transition from a momentary state caused by
experienced situational experiences to a more enduring personality trait by
observing that low-income consumers themselves are undergoing a social and
material transformation.
It
was not surprising, for example, not to identify the dimension Self-esteem by
the group within the social identity of the consumer. This feeling of
appreciation to the lower income group is not clear because a new social group
is more seductive when consuming sophisticated products.
This
study contributes for researchers by observing the role of luxury in the life
of a consumer not studied in this area of knowledge. Over the past few
decades, social mobility has been very marked in developing countries. The
classic paradigm of luxury marketing establishes that luxury consumers are the
ones with the highest income (DUBOIS; DUQUESNE, 1993).
However,
social and economic changes have encouraged the Pousers
(HENNIGS, 2012) to gain importance for organizations although they are little
studied in the academic field. From
the methodological point of view, this study contributes to the relationship
between the Luxury Value and Self-Esteem constructs through MEE in a context of
low-income consumers. This methodological choice allowed us to describe a
phenomenon in ascendancy in society, particularly in emerging markets.
New
studies are needed to identify other variables that may be antecedents of
low-income consumer self-esteem in the context of sophistication suggested by
this study. We believe that the intention to pay premium prices for products
can be a relevant variable because it deals with an important aspect in the
decision making off lower-income classes. We also suggest that other studies
can advance the topic by testing the impacts on specific product categories as
well.
For
managers, this study points out that a luxury marketing strategy for
lower-income consumers will be more appropriate if it proposes the
sophistication and extension of identity through brands that could express
low-income consumer’s self-affirmation.
One
should not turn away from this consumer profile in the most sophisticated
products segment, but rather develop offers that may occupy a neglected space
in the strategy of organizations dealing with luxury. It is not a matter of
doing the down trade simply, but to find alternatives that can serve this
audience more properly in a psychological manner.
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