Moderating Effect of Luxury Value Perceptions in the Relationship Between In-Store Emotions and Perceived Brand Luxury

The meaning of luxury varies by individuals. The differing luxury perceptions should influence the way individuals react to relevant marketing programs for luxury. Limited research exists on the topic despite interest in luxury segmentation and consumer-oriented values for luxury in marketplaces. Referring to the conceptual framework by Wiedmann et al. (2007), we explored the moderation role of four dimensions of luxury value perceptions (LVP; financial, functional, individual, and social dimensions), in the relationship between in-store emotion and perceived brand luxury. A total of 218 U.S. consumers participated in our online survey using a hypothetical luxury store image. The results revealed the following: First, on the relationship between felt pleasure and perceived brand luxury (PBL), the financial dimension of LVP only showed a significant moderation effect. Second, the effect of felt arousal on PBL was moderated by the financial and social dimensions of LVP. Lastly, the individual dimension of LVP only moderated the relationship between felt dominance and PBL. Theoretical and managerial implications are suggested.