For decades, the African continent has been perceived in a negative way and it has not been easy to change this international perception of the continent. During the past few years a deep change has taken place in the continent and in the eyes of the world. Africa is now open for business and Africa is also able to compete effectively in the international luxury market. The luxury market is constantly rising but it is not fully present on the African continent yet. The objective of this thesis is to decide whether or not luxury companies should tap into that new market with a widespread penetration. Therefore, a market entry strategy, followed by a market research was conducted throughout the thesis. The luxury companies' international motives were analyzed. Then their current situation analysis led to the analysis of the geographic zone, Africa. It is about finding if the African market offer favorable conditions to luxury companies by examining the external environment and also the internal environment by analyzing the current luxury industry situation in Africa in order to confirm the market attractiveness of this area. The study was delimited to the West African Region, region that reseals a great market potential and a broad emergence of the middle class in perpetual search for self-esteem, given by luxury goods. African consumers' behaviors were also revealed and analyzed in this study. Thus, recommendations were elaborated in order to give some guidelines to the luxury firms if they decide to enter within the West African market.

O luxo é um setor que tem cada vez mais despertado o interesse de acadêmicos e profissionais de marketing, não só pela importância econômica que representa para alguns países, mas também pela sua tendência de crescimento em mercados emergentes, favorecida pelo aumento da renda disponível e do tamanho da clientela potencial. Especificamente no Brasil, o mercado do luxo tem experimentado um incremento anual significativo e superior ao da economia como um todo. A gestão das empresas atuantes nesse mercado apresenta desafios de particular interesse para os estudiosos e praticantes do marketing, pois os produtos luxuosos possuem elevado grau de valores intangíveis, subjetivos e sociais agregados, que são determinantes para a formação de sua demanda e de uma parcela considerável do preço final. O cenário de crescente competição e internacionalização exige processos gerenciais cada vez mais orientados para o mercado, nos quais análises da concorrência e do perfil dos consumidores são formas de gerar um maior valor percebido pelo cliente. Não obstante, criar e entregar esse valor exige uma clara compreensão de sua natureza e dimensões. Nesse contexto, este trabalho teve por objetivo propor e testar um modelo conceitual integrador para o Valor Percebido pelo Cliente dos produtos de luxo, buscando ampliar o corpo teórico sobre o constructo e fundamentar o desenvolvimento de estratégias de marketing. A partir da análise crítica de modelos propostos por diferentes autores, de reflexões teóricas sobre o conceito do luxo, e com base na opinião de consumidores do setor, foram desenvolvidos o modelo teórico e seus respectivos itens de mensuração, testados e refinados pela técnica de modelagem de equações estruturais PLS-SEM em termos de sua confiabilidade e validade. Os resultados mostraram haver um impacto considerável das duas dimensões dos sacrifícios percebidos (não monetários e monetários) sobre o valor percebido total dos produtos prestigiosos, bem como efeitos menores, porém significativos, das dimensões dos benefícios psicológicos, sociais e intangíveis. Os benefícios tangíveis também demonstraram impacto sobre o valor percebido final, porém em menor grau. Tais resultados contribuem para a ampliação do corpo teórico de marketing sobre esse tema, ao propor e validar um modelo mais abrangente que integra os existentes e, ao mesmo tempo, preenche lacunas observadas. Em termos gerenciais, o conhecimento dos aspectos mais relevantes da percepção dos consumidores sobre o valor entregue pelos bens luxuosos é fundamental para gerenciar as marcas, direcionar os esforços de comunicação de marketing e desenvolver estratégias de mercado eficazes, levando em conta as diferentes dimensões de benefícios e sacrifícios propostos pelo estudo. / The luxury industry has been raising greater interest among marketing scholars and professionals, not only due to its economic relevance in some countries, but also because of its growth trend in emerging markets, spurred by increases in disposable income and a greater diversity of its target audiences. Specifically in Brazil, the luxury market has experienced significant annual growth rates, well above those of the total economy. The management of luxury companies presents challenges that are particularly interesting for marketing scholars and practitioners, as prestige products possess high levels of intangible, subjective and social added value, which are determinant for their demand and final price formation. In the present scenario, where growing competition and internationalization demand increasingly market-oriented managerial processes, competition and consumer behavior analysis is a necessary tool to create higher customer perceived value. Nevertheless, creating and delivering value demands a clear understanding of its nature and dimensions. Thus the purpose of this study: to propose and test an integrative conceptual framework for luxury products Customer Perceived Value, aiming to increase the construct\'s theoretical understanding and to serve as a basis for developing marketing strategies. Building upon a critical analysis of models proposed by various authors, the theory on the luxury concept, and luxury consumers\' opinions, the conceptual model and its measurement items were developed, tested and refined in terms of validity and reliability through the structural equation modeling technique PLS-SEM. The findings revealed a considerable impact of the two perceived sacrifice dimensions (non-monetary and monetary) on luxury products total perceived value, as well as smaller, though significant, effects of the psychological, social and intangible benefits dimensions. Tangible benefits have also shown an impact on the final perceived value, but to a lesser extent. Those findings contribute to the marketing theory on the subject by proposing and validating a more comprehensive framework that synthetizes preexisting ones and, at the same time, fills out gaps found in the literature. In terms of managerial practice, a better understanding of the most relevant aspects of luxury customer perceived value is vital for brand management, marketing communications and the development of effective marketing strategies that build upon the various benefit and sacrifice dimensions proposed in this study.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-23T15:08:31Z No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) / Made available in DSpace on 2016-06-23T15:08:31Z (GMT). No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) Previous issue date: 2015-12-09 / This paper seeks to explain the motivators of perceived value among young consumers who purchase affordable luxury branded goods. The main objective was to study the motivators of perceived value and more specifically: to identify the latent variables which affect the behavior of the young consumer of affordable luxury branded goods; to assess how the latent variables interfere with the young consumers’ perceived value of affordable luxury branded goods; to assess how young consumers’ perceived value affects their attitude, loyalty and repurchase intention; and finally, to provide a specific measurement model for this consumer group. The model is based on existing models by Vigneron and Johnson (1999), Wiedmann, Hennings and Siebels (2009) and Galhanone (2013). This is a descriptive study using a quantitative approach. Data was collected using a survey, based on previously tested and validated scales, which was completed by a sample group of 246 university students at a IFES in the state of Mato Grosso do Sul, Brazil. Structural equation modeling and confirmatory factor analisys using Smart-PLS software were used for statistical analysis. The results show a statistically significant correlation between perceived value of young people who consume products of affordable luxury with the variables identified in the study. These results contribute to an understanding of the world of luxury of these youth and how they relate to brands. In general terms, the study offers useful tools for companies operating in the luxury market and tailoring their product offerings to their clients by helping them understand how a youth perceives a luxury product, and what the motivators are behind its purchase. / Este trabalho buscou compreender quais são as variáveis da percepção de valor de consumidores jovens que compram produtos de marca de luxo acessível. O objetivo principal foi estudar os motivadores da percepção de valor e mais especificamente: identificar as variáveis latentes que interferem no comportamento do consumidor jovem de produto marca de luxo acessível; avaliar como as variáveis latentes interferem na percepção de valor do consumidor jovem que compra de produto marca de luxo acessível; avaliar como a percepção de valor do consumidor jovem que compra de produto marca de luxo acessível interfere na atitude, lealdade e intenção de recompra; e finalmente, propor um modelo de mensuração específico para esse grupo de consumidores. O modelo foi baseado nos estudos existentes de Vigneron e Johnson (1999), Wiedmann, Hennings e Siebels (2009) e Galhanone (2013). A pesquisa foi de natureza descritiva com abordagem quantitativa. Foi aplicada uma survey (survey), baseada em escalas já testadas e validadas, para uma amostra de 246 estudantes universitários em uma IFES do estado de Mato Grosso do Sul para coleta dos dados. Estes foram analisados estatisticamente por meio do software Smart-PLS para realização da modelagem de equações estruturais e análise fatorial confirmatória. Os resultados apresentaram correlação consideravelmente satisfatória entre a percepção de valor de jovens que consomem produtos de luxo acessível com as variáveis apontadas no estudo. Esses resultados contribuem para a compreensão do universo do luxo dos jovens e como eles se relacionam com as marcas. Em termos gerenciais, o estudo apresenta valiosas ferramentas para organizações que atuam no mercado de luxo e gerenciam suas ofertas de produtos para seus clientes entenderem como um jovem percebe um produto de luxo, e quais são os motivadores para tal consumo.

Background - Luxury companies have long been reluctant to adopt the internet as a mode of distribution. A luxury brand’s concept of exclusiveness is seemingly incompatible with the ubiquitous nature of the internet. Hence, many luxury brands are fearful that distributing their products on third-party online retail platforms might decrease the brands’ vital aura of luxury. Purpose - The purpose of this study is to explore consumer perceptions, attitudes and purchase intention towards a luxury brand being distributed on an online multibrand marketplace. This research aims to fill the existing gap on the ambiguous nature of luxury branding and distribution in an online multibrand context. Methodology - A qualitative approach including ten semi-structured interviews with Swedish millennials were conducted. A case study of a hypothetical brand alliance between Louis Vuitton and Amazon was developed, presented and discussed. Collected data was analyzed through thematic analysis. Findings - Results show that the online distribution of a luxury brand did influence consumer perceptions of the luxury brand when seen online. However, it did not result in a change in their overall attitude or purchase intention towards the luxury brand. Additionally, it was found that consumers were not willing to buy luxury on an multibrand marketplace platform.

Le marché du luxe chinois se caractérise par un grand désir pour les produits de luxe mondiaux au cours des dernières années, mais les valeurs sous-jacentes à ces intentions d'achat restent inconnues. Cette étude explore la perception de la valeur des consommateurs de produits de luxe dans le contexte chinois. Sur la base des données recueillies par une enquête auprès de 6 villes représentatives de Chine (N1 = 261, N2 = 644), les résultats résument systématiquement un cadre de valeurs de luxe perçu par les consommateurs chinois. Les valeurs dérivées sont constituées par la valeur fonctionnelle, la valeur financière, la valeur individuelle et la valeur sociale. De plus, ces valeurs varient selon les facteurs démographiques tels que le sexe, l'âge, le revenu et la ville de résidence. Les résultats apportent en outre la preuve que les valeurs fonctionnelles et individuelles ainsi que celles des revenus affectent de manière significative la consommation réelle de produits de luxe. Basée sur des résultats, cette étude offre des implications théoriques et pratiques pour les marques de luxe mondiales ciblant le marché du luxe chinois pour le développement des affaires. But: le but de cette étude est de comprendre le cadre des perceptions de valeur des consommateurs chinois et de tester la validité des échelles de valeurs. En concluant un tel cadre de perception de la valeur du consommateur chinois dans le marché du luxe, la thèse vise à identifier les principales valeurs influentes qui affectent la consommation de luxe. Approche méthodologique: Sur la base de critique des documents, cette étude a d'abord recueilli des échelles de valeur de luxe. Afin de déterminer si de telles échelles de valeur conviennent au consommateur chinois, cette étude utilise une méthode qualitative en interrogeant les personnes dans le domaine pour résumer les échelles de valeur en vue d’une analyse plus approfondie. Après avoir identifié les valeurs de luxe possibles perçues par les consommateurs chinois, cette étude fait des recherches quantitatives en utilisant des données de 6 villes chinoises avec un questionnaire conçu. La méthode FCA (Factor Component Analysis), une méthode d'analyse factorielle exploratoire, est utilisée pour analyser les données, et Structural Equation Modeling (logiciel Amos) est utilisé pour identifier la puissance influente des perceptions de luxe sur la consommation de luxe réel. Résultats: En utilisant le test empirique des valeurs de luxe avec la méthode de modélisation des équations structurelles, cette étude trouve que le cadre des valeurs de luxe perçues par les consommateurs chinois inclut la valeur fonctionnelle, la valeur financière, la valeur individuelle et la valeur sociale (ostentatoire/du statut). De plus, la valeur individuelle et la valeur fonctionnelle affecteront considérablement la consommation de luxe. Alors que la valeur sociale affecte négativement les consommations de luxe. Application pratique: Cette étude analyse les valeurs de luxe et fournit les caractéristiques du comportement des consommateurs détenus par les consommateurs chinois. Les consommateurs chinois font attention particulière aux valeurs fonctionnelles et individuelles / hédoniques, en même temps ils sont très sensibles et montrent une attitude contradictoire à la valeur sociale, certains consommateurs chinois de luxe évitent même d'être délibérément associés aux produits de luxe ou aux marques, cela pousse les commerçants dans le domaine du luxe à modifier leur stratégie de marketing dans le marché du luxe chinois. Ainsi, cette étude peut également fournir un aperçu du comportement des consommateurs chinois dans le contexte culturel chinois. / The Chinese luxury market is characterized by a great desire for global luxury products in recent years, but the underlying values driving such purchasing intentions remain unknown. This study explores consumers’ value perceptions of luxury goods in the Chinese context. Based on data gathered via a survey from 6 representative cities throughout China (N1=261, N2=644), the findings systematically summarize a framework of luxury values as perceived by Chinese consumers. The values derived are constituted by functional value, financial value, individual value, and social value. Moreover, these values vary across demographic factors such as gender, age, income and city of residence. The results further provide evidence that functional and individual values together with income significantly affect real consumption of luxury goods. Based on the results, this study offers theoretical and practical implications for global luxury brands targeting the Chinese luxury market for business development. Purpose: the purpose of this study is to figure out the framework of value perceptions of Chinese consumers, and test the validity of the constructs of values. By concluding such framework of Chinese consumer value perceptions in luxury market, the paper aims at identifying major influential values that affect the luxury consumption. Methodological approach: Based on the literature review, this study collected luxury value constructs first. And in order to find out whether such value constructs fit for Chinese consumer, this study use qualitative method to summarize the value constructs for further analysis by interview field people. After identifying the possible luxury values perceived by Chinese consumer, this study does quantitative research by using data from 6 Chinese Cities with designed questionnaire. The FCA (Factor Component Analysis) method, a method of exploratory factor analysis, is used to analyze the data, and Structural Equation Modeling (software Amos) is used to identify the influential power of luxury value perceptions on real luxury consumption. Findings: By empirical test of luxury values with the structural equation modeling method, this study finds that the framework of luxury value perceived by Chinese consumers includes functional value, financial value, individual value, and social (conspicuous/status) value. And individual value and functional value will affect the luxury consumption significantly. While the social value negatively affect the luxury consumptions. Practical Application: This study analyzes the luxury values and provides the characteristics of consumer behavior held by Chinese consumers comparing with consumers elsewhere. Chinese consumers pay special emphasis on functional and individual/hedonic values, and at the same time they are very sensitive and show contradictive attitude to social value, some Chinese luxury consumers even avoid to be associated with luxury products or brands in public deliberately, which will push the marketers in luxury field to modify their marketing strategy in Chinese luxury market. So this study can also provide an insight look of Chinese consumer behavior with Chinese cultural background.

The study investigated the role of knowledge (objective knowledge and subjective knowledge) and the importance of country-of-origin in female consumers’ purchasing intent of exotic crocodile leather accessories. The study was conducted across South Africa and specifically concentrated on exotic crocodile leather accessories, which is a subset category in the luxury apparel industry. Consulta Research is a professional research company and was consulted to assist with the data collection. A quantitative descriptive approach was followed by developing an electronic survey design. Data was collected by using a selfadministrated online questionnaire, which was distributed by a research company. A crosssectional study was used to conduct the research. The data was collected by means of nonprobability convenient sampling. A total of 337 questionnaires were completed. Scales from previous research studies were adapted for the purpose of this study. The questionnaire was part of a bigger study and only five sections of the questionnaire were relevant to this specific study. Descriptive and association methods were used to analyse the data. Pearson correlation and Spearman correlation were used to analyse the data by means of relationships between variables. This study attempts to differentiate between consumers’ objective and subjective knowledge of luxury leather accessories. The construct objective knowledge was theoretically divided into intrinsic-related attributes and extrinsic-related attributes of the products of investigation. The relationship between objective knowledge and purchasing intent as well as the relationship between the importance of country-of-origin information and purchasing intent of exotic crocodile leather accessories was investigated. The findings regarding exotic crocodile leather accessories showed that females’ objective and subjective knowledge is limited, did not seem to find country-of-origin information important, had a weak purchase intent, and indicated that there was statistical significance only between the female consumers’ purchasing intent and their objective knowledge regarding the intrinsicrelated attributes of exotic crocodile leather accessories. The limitations of the study are that the results are based on non-probability convenience sampling, therefore the findings cannot be generalized to the whole South Africa, or to all the exotic leather industry markets for affluent consumers. One would have liked to have approached a population group that consisted of affluent respondents with an annual household income of more than R100 000. The study’s findings can contribute to the South African exotic crocodile leather industry and specifically to retailers, manufacturers, tanneries, and marketers. The findings and conclusions drawn in this study contribute to existing theory and could serve as the basis for future research in consumer behaviour, consumer science and the luxury exotic leather industry in South Africa. / Die studie het die rol van produk-kennis (objektiewe kennis en subjektiewe kennis) en die belangrikheid van inligting aangaande land-van-oorsprong in vroulike verbruikers se koopintensie met betrekking tot eksotiese krokodilleer-bykomstighede ondersoek. Die studie is regoor Suid-Afrika uitgevoer, en daar is spesifiek gekonsentreer op eksotiese krokodilleer-bykomstighede, wat ʼn sub-kategorie in die luukse klerebedryf uitmaak. Consulta Research is ʼn professionele navorsingsmaatskappy en is geraadpleeg om te help met die data-insameling. ʼn Kwantitatiewe deskriptiewe benadering is gevolg deur ʼn elektroniese opname-ontwerp te ontwikkel. Die data is ingesamel deur die gebruik van ʼn selftoegepaste aanlyn-vraelys, wat deur ʼn navorsingsmaatskappy versprei is. ʼn Dwarssneestudie is gebruik om die navorsing te doen. Die data is ingesamel deur middel van niewaarskynlikheids- gerieflikheid-steekproefneming. ʼn Totaal van 337 vraelyste is voltooi. Skale uit vorige navorsingstudies is aangepas vir die doeleindes van hierdie studie. Die vraelys het deel gevorm van ʼn groter studie en slegs vyf afdelings van die vraelys het betrekking op hierdie spesifieke studie. Pearson-korrelasie en Spearman-korrelasie is gebruik om die data deur middel van die verhoudings tussen veranderlikes te analiseer. Hierdie studie poog om te onderskei tussen die verbruikers se objektiewe en subjektiewe produk-kennis van luukse leer-produkte. Die produk wat genavors word se objektiewe kennis is teoreties onderverdeel in intrinsiek-verwante kenmerke en ekstrinsiek-verwante eienskappe. Die verhouding tussen objektiewe kennis en koopintensie, asook die verhouding tussen die belangrikheid van inligting aangaande die land-van-oorsprong en die koopintensie met betrekking tot eksotiese krokodilleer-bykomstighede is ondersoek. Die bevindinge met betrekking tot eksotiese krokodilleer-bykomstighede het getoon dat vroulike verbruikers beperkte objektiewe kennis en subjektiewe kennis beskik, blykbaar nie inligting aangaande land-van-oorsprong as belangrik beskou nie, ʼn swak koopintensie het, en het aangedui dat daar statistiese beduidendheid was slegs tussen die vroulike verbruikers se koopintensie en hul objektiewe kennis aangaande die intrinsiek-verwante eienskappe van eksotiese krokodilleer-bykomstighede. Die beperkinge van die studie is dat die resultate gebaseer was op nie-waarskynlikheidsgerieflikheidsteekproefneming, wat beteken dat die bevindings nie veralgemeen kan word na die hele Suid-Afrika nie, of na al die eksotieseleer-bedryfsmarkte vir welgestelde verbruikers nie. ʼn Mens sou graag ʼn populasiegroep wou kon bestudeer wat bestaan uit welgestelde respondente met ʼn jaarlikse huishoudelike inkomste van meer as R100 000. Die studie se bevindinge kan bydra tot die Suid-Afrikaanse eksotiese krokodilleerbedryf en spesifiek vir kleinhandelaars, vervaardigers, leerlooierye, en bemarkers. Die bevindinge en gevolgtrekkings in hierdie studie dra by tot bestaande teorie en kan dien as die basis vir toekomstige navorsing in verbruikersgedrag, verbruikerswetenskappe en die luukse, eksotiese leerbedryf in Suid-Afrika. / Dissertation (MSc)--University of Pretoria, 2017. / Consumer Science / MConsumer Science / Unrestricted

The development of technology has contributed to a fast-growing market for e- commerce. Through e-commerce, the physical interaction has decreased, and new interaction tools have been implemented to gain competitive advantage. Packaging is one way to communicate with customers and often the first physical contact with brands when purchasing online. Packaging can create value and enhance the customer experience. The purpose of this research, from a business perspective, is to investigate how designed packaging from an online neo-luxury brand affects customers within Generation Y (1980-1994) when the product is received. The study aim to provide an understanding of how the customer experience can be affected through designed packaging. This study applied a qualitative research method with a deductive approach in order to answer the research questions and the purpose. Semi-structured interviews were conducted with Swedish citizens within Generation Y that have purchased products from neo-luxury brands. The result of the study shows several aspects of how packaging can contribute to better customer experience. When customers’ expectations on packaging are surpassed, the customer experience is affected positively. Packaging containing tissue paper and gifts enhance the unboxing experience. Packaging is a way for companies to create value and affect customers’ attitudes towards brands. Satisfaction is affected by expectations and packaging can contribute to a better overall experience.

De nombreux travaux marketing décryptent l’effet des marques sur le consommateur, mais rares sont ceux qui étudient leur rôle à l’interne des organisations. Cette recherche-insider s’appuie de façon originale sur les travaux en théorie des organisations, et précisément sur ceux du courant des « Brands at Work » qui aborde la marque comme une nouvelle forme de contrôle au sein des organisations, pouvant affecter l’identité des employés. Cette recherche qualitative (59 entretiens longs) étudie empiriquement le rôle de la marque dans les processus de régulation identitaire (RI) des managers, à la fois producteurs et récepteurs de son discours, dans le cas spécifique de l’industrie du luxe. Nos résultats montrent l’existence d’un langage-type managérial inspiré du discours marketing, visant à masquer des pratiques de management et de production, le luxe pouvant être théorisé comme une « storytelling industry ». Nous caractérisons comment le management utilise la marque comme outil de RI ; la marque pouvant soutenir les pratiques de RI - cas que nous labellisons « la marque fait management » - ou cristalliser les tensions, brouiller les pratiques; « défaire management ». / While brands are traditional topics for the marketing research, they do not retain much attention from organization studies. This thesis originally draws upon the recent « Brand at Work » trend that considers brands as an internal organizational resource affecting identity, a tool for organizational control. Drawing on an insider-research in the luxury industry and on rich empirical material (59 interviews), we show the existence of an archetypal managerial discourse, deeply infused by the marketing discourse, brand being both used as a management tool, and a way to disguise the reality of practices; turning the luxury into a “storytelling industry”. Looking at managers, both producers and receivers of the brand message, we reveal the role of the brand in their identity regulation (IR) processes. We found that the brand can either support their IR practices, managers willingly buying into the brand, or crystallize tensions, corrode IR and act as a dis-connecting mechanism between identity (re)formation and regulation processes. We show the centrality of brand in managers’ identity regulation processes.

This study explored the relevance of sustainability labelling for Chinese consumers’ perception of the luxuriousness of, and purchase intent for sustainability-labelled exotic leather accessories. The Wiedmann, Hennigs and Siebels’ Luxury Value Perception Scale (2007), as well as the Vigneron and Johnson’s (2004) Brand Luxury Index (BLI) model as adapted by Kim and Johnson (2015) served as the conceptual framework for the study. An online questionnaire was distributed across China and completed by willing participants. Qualtrics, a reputable international market research platform, used their extensive database of consumers for sampling purposes and managed to collect 526 completed and usable questionnaires. All participants had visited South Africa in the last five years or have the intention of visiting in the next five years. Both males and females were included in the study provided that they fell into the millennial generational cohort as of the year 2019 (born between 1979 and 2000). Data analysis was achieved through exploratory factor analysis and the calculation of the Cronbach alpha coefficients and eigenvalues. The outcome of the factor analysis for the sample identified three factors instead of the four factors proposed by the original Wiedmann, Hennigs and Siebels (2007) scale, namely “Pleasure”, “Others” and “Financial”. It seems that the Chinese millennials in this study considered everything that exotic leather accessories can do for them on a functional an individual level as one concept, named “Pleasure”. Additionally, respondents indicated that the “Pleasure” value perception was also the most important to them. Social items of the original scale loaded on the “Others” factor and although a little less important than the “Pleasure” factor, it is particularly important to the respondents in this study to know what others think of people who use certain exotic leather accessories. Finally, Financial items of the original scale loaded on the respondents’ “Financial” factor, which was considered to be the least important for the respondents in this study. A repeated measures ANOVA was performed to investigate whether the sample differed with regard to their perceptions of the factors “Pleasure”, “Others” and “Financial”. Post hoc analyses showed that there were significant differences with regard to all pairwise comparisons. The highest score was obtained on Pleasure, followed by Financial and Others. The outcome of the factor analysis for the sample’s perception of the luxuriousness of the four different sustainability-labels identified one identical factor for each of the four labels, instead of the five factors of the revised Kim and Johnson (2015) scale. The factor was named “Luxuriousness”. A repeated measures ANOVA was performed to investigate whether the sample differed with regard to the respondents’ perceptions of the luxuriousness between the four labels, however post hoc analyses revealed no significant differences with regard to any pairwise comparison. The outcome of the factor analysis for the sample’s purchasing intent, based on Spears and Singh’s (2004) scale indicated that the respondents had in all four cases a very strong purchasing intent for the sustainable exotic accessories, with only small differences between the four differently labelled exotic leather accessories. A repeated measures ANOVA was performed to investigate whether the sample differed with regard to their purchase intentions for the four labels. Post hoc analyses showed that there was a statistically significant difference between respondents’ purchase intent for Label 2 and Label 4, as well as a statistically significant difference between respondents’ purchase intent for Label 3 and Label 4. Respondents’ purchase intentions for both Labels 2 and 3 were therefore significantly higher than their purchase intent for Label 4. According to the results, there were statistically highly significant strong, positive correlations between the respondents’ most important Pleasure luxury value perception and their Purchase Intent for all four labels. Therefore, the more important the Pleasure luxury value perception becomes, the stronger becomes the respondents’ Purchase Intent for all four sustainability labelled accessories. Results of this study make positive contributions for various role players within the exotic leather industry. Manufacturers, retailers and marketers can all benefit from the results of the study. Recommendations for industry and future research are made. / Dissertation (MConsumer Science)--University of Pretoria, 2019. / Consumer Science / MConsumer Science / Unrestricted

Consumers have changed their behaviour from passive roles to active ones, demanding their beloved brands to be integrated into long-lasting customer-brand relationships. With this ideology, which is the basis for the S-D logic, there is an on-going scientific debate on the value co-creation phenomenon and its effects on sustaining long-term brand-customer relationships in the context of the fashion industry. These effects are considered to have the potential to sustain a competitive advantage and affect not only the marketing of the fashion brands, but also other facets of such enterprises, including their value and supply chains. Additionally, the world has been experiencing a steep increase in technological innovation under the name of Industry 4.0, where machinery and human labour become integrated into smart systems and consumers have the ability to influence parts of brands which were not available before. Within this context, the interest of this research is to explore the value co-creation phenomenon in relation to the I4.0 dimension in the setting of two generic business models characteristic of the fashion industry (luxury vs. fast-fashion). In exploring the interconnectivity of these two phenomena, this study takes on the digital strategies of Burberry, Louis Vuitton, UNIQLO and Zalando, and assesses their co-creative processes targeted towards their consumers. In doing so, this study is also aiming at identifying the approaches of the chosen brands towards the I4.0 dimension and its relevance towards the process of value co-creation. In order to illuminate the co-creative processes within the digital strategies of the selected brands and to accomplish the research goal, this study takes on a comparative cross-case study methodology synthesising secondary data on both value co-creation and I4.0 as separate phenomena. The secondary data on the digital strategies of the selected brands is used within an existing model called “the Co-creation mix” which assesses the co-creative processes of the brands based on six different criteria: co-creator, purpose, locus, intimacy, time, and incentives. Interpreting the secondary data through such a model resulted in the identification of two different approaches to co-creation and I4.0. The findings indicate that the luxury case companies approach co-creation from a traditional marketing perspective where digital consumer engagement is the main co-creative process, whereas the fast-fashion case companies initiate co-creative processes designed to accomplish goals that are more supply-chain related. This result also brings several intriguing implications. First, the fast-fashion case companies are more technology-driven and are more open towards the implementation of innovative I4.0 technologies within the co-creative processes than the luxury case companies. Second, the consumer role in the co-creation process seems to become less central the more the I4.0 dimension is involved. Third, the model shows that the fast-fashion examples outperform the luxury examples at the dimensions where the latter perform the weakest, such as intimacy and time. And fourth, the study findings confirm the new research opinion that both industry segments have weak areas which can be handled by taking on a mix of the two identified approaches, rather than focus on the traditional one alone. Yet, these findings are not generalizable but only illustrative, meaning that the study provides plausible hypothesis and future research directions concerning value co-creation and I4.0 within the fashion industry context.