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- W2935461340 abstract "The global personal luxury goods industry is facing a “new normal” of lower growth over the long term (Bain & Company 2016). To compete in the strained market environment, many luxury brands try to launch limited-quantity (LQ) products to enhance the attraction of some items. Although scholars and practitioners paid a lot attention to the concept of LQ products, there is little theoretical investigation in the effects of limited-quantity scarcity (LQS) messages on luxury brands. Therefore, as more and more luxury brands try to adopt the strategy of scarcity, a systematic investigation in the effects of LQS messages on luxury brands is required. To clarify the effect of LQS messages on luxury brands in different consumption contexts (i.e., cognitive and emotional consumption), the current study aims to examine the moderating effects of emotional/cognitive consumption contexts and product visibility on the relationship between the LQS messages and some luxury consumers’ important behavioral variables, such as purchase intention (PI) and willingness to pay (WTP)." @default.
- W2935461340 created "2019-04-11" @default.
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- W2935461340 date "2019-01-01" @default.
- W2935461340 modified "2023-09-27" @default.
- W2935461340 title "Limited-Quantity Scarcity Messages for Luxury Brands: Consider Customers in Cognitive and Emotional Consumption: An Abstract" @default.
- W2935461340 doi "https://doi.org/10.1007/978-3-030-02568-7_52" @default.
- W2935461340 hasPublicationYear "2019" @default.
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