When “Valentino” Gets Personal: Is Customization the New Luxury?
Extant research posits various positive effects of self-customization in the non-luxury sector due to consumers’ self-integration during the design process. However, with luxury-fashion, consumers value the designer’s identity (designer-essence) integrated into the designed product. Three studies show beneficial and detrimental effects of integrating self- vs. designer-essence in customizable luxury-fashion products.
Silke Hieke, Page Moreau, and Martin Schreier (2017) ,"When “Valentino” Gets Personal: Is Customization the New Luxury?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 31-35.
Silke Hieke, Vienna University of Economics and Business, Austria
Page Moreau, University of Wisconsin - Madison, USA
Martin Schreier, Vienna University of Economics and Business, Austria
NA - Advances in Consumer Research Volume 45 | 2017
Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action
Lena Pellandini-Simanyi, Università della Svizzera Italiana
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel