The effect of luxury brand erotic capital on luxury brand consumption value and purchase intention - focus on VIP customers

ABSTRACT

In today’s society, individuals invest considerable effort into enhancing their physical appearance for socioeconomic success. Despite significantly expanding the boundaries of luxury brands, there has been limited academic exploration into the analysis of luxury brand value from an erotic capital perspective. This study explores the effect of erotic capital on the consumption value and purchase intention of luxury brands. We surveyed 148 VIP customers of major luxury brands and ascertained key elements of erotic capital, notably finding that factors such as pleasure, beauty, and arousal positively influence consumer behavior. Additionally, we confirmed the moderating effects of age and VIP level. Our findings suggest that luxury brands should incorporate the concept of erotic capital into their designs and marketing strategies while maintaining their brand identity to effectively navigate rapidly changing market environments and expand their customer base.

KEYWORDS:

• Luxury brand
• erotic capital
• consumption value
• purchase intention
• VIP customer

Acknowledgement

This research was supported by Center for Sustainability and Wellbeing, ICONS, Yonsei University in 2023.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the This research was supported by ICONS, Yonsei University in 2023..