Journal Article Critique: Consumer Narratives in Luxury Marketing

This document presents a critique of a journal article examining consumer preferences in the luxury industry, specifically focusing on a longitudinal study. The article analyzes the significance of consumer narratives and brand heritage in influencing purchasing decisions. The study highlights that consumers often make choices without detailed product investigations, emphasizing the importance of brand storytelling and the impact of a strong brand heritage. The critique discusses the research methodology, including interviews with female customers, and evaluates the strengths and weaknesses of the longitudinal study. The conclusion emphasizes the role of brand narratives in fostering consumer engagement and the importance of value in use. The document provides insights into how brands can leverage their heritage to create meaningful connections with consumers and drive long-term loyalty. This resource, available on Desklib, offers valuable insights into the dynamics of luxury marketing and consumer behavior.

Journal Article Critique

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Research method:...................................................................................................................4
MAIN BODY:.................................................................................................................................4
CONCLUSION:...............................................................................................................................5
REFERNECES:...............................................................................................................................7

INTRODUCTION
From the longitudinal study of consumers preference in luxury industry it was analysed
that consumer narratives are taken into consideration. Consumer make decisions without
investigating about product features. Ardelet, Slavich, & de Kerviler, (2015). It shows
preference given in the store remains same at home. Brand heritage consists of various
narratives. A strong brand heritage will have a more positive impact on consumer rather than
weak brand heritage.
Contribution- This research contributes the consumers in purchasing luxurious goods. It shows
that how powerful brand tells different stories depending upon their perceived heritage. Also,
how consumers should analyse the brand heritage before purchasing a product. It is because
brand heritage helps consumers across distinct product features and characteristics.
Context-
According to Bennett & Royal content are stories, report, or effect described in
particular state. According to Woodside (2010), the information about product characteristics is
stored in form of stories. This helps people to interpret brand meaning. According to fisher
consumers make decision on the basis of logical arguments. Thus, this is the reason why
consumers engage in narrative processing in buying luxury goods. They do this because the
product at home should not affect perceived benefits..Smith, (2007). But if self referencing is
included then they will continue with initial reference after using the product.
Some expensive brands create story about the founder or product that helps in generating
richer product stories. Hence, heritage s the qualities that a country possess for long time and is
an essential part of quality. For example brands such as Burberry and Hermes have survived for
long term in Europe for their uniqueness and heritage value.
According to group of authors report strong brand heritage influence customer identity
and their relationship with brand. Moreover, brand personal determination is increased by brand
present identity between consumer behaviour, product and his image. The narrative are highly
personal as consumers give emotional meaning to goods. Nelson, (1993). It is been stated by
authors that brand attribute will be more stronger, then more emotional will be narratives
resulting in more preference of product. A self referenced narrative contains previous events of

person's life. It consists of specific, long lasting memories of self system. Generic narrative
excludes personal details. According to group of authors, when a good evoke individual
referencing narrative than customers use private events for relating with it. Besides this,
according to Chang (2005) and Martin (2010) expensive product differs from those that contains
purpose of cultural and hedonic value. It means that preference for products rely on process and
on symbolic benefits.
Thus, if good is having self referencing narrative, customers must perceive product in
store as fascinating because it will automatically become the part of their life. For example-
taste of wine arouse personal moments, the person will be attracted to it as it will create a strong
link between him and wine. Escalas, (2007). But it does not happen same with new product, it
only elicits generic narratives so customer can not establish personal link. Therefore, consumer
will prefer product decreases if it prompts a generic narrative rather than self referencing
narratives. In similar way commodity will arouse less narrative, consumer will use logical
assessment of concept. This makes the connection with product weak if product activates self
referencing message. Hence, there is low chance that product will evoke narratives rather than
product evoke self referencing narratives.
Research method:
This was a longitudinal study conducted on haut de gramme brand. It shows that
consumer prefers narrating private stories while testing commodity. They prefer products using
at store rather than home. The data collected was of female customers. It was conducted through
interviews. In these participants was analysed on the basis of five dimensions. These were long
lasting, familiarity, perceived quality, liking and congruity with brand. After interviewing person
a telephone call was done to know whether they would prefer to use brand at home or not.
MAIN BODY:
Strengths and weakness:-
Strengths:-

 It helps in determining the researcher about patterns regarding variable for a specific
period. With this it becomes easy to learn about relationship of cause and effect. This
study provides a clear focus outcome and circumstances.
 Longitudinal study observe state of situation without controlling it. That is the reason it is
more powerful than cross sectional studies.
Weakness-
 Its weakness is this study is the occurrence of panel attrition. In this there are some
subjects that may no longer continue for reasons of death. This will affect the data
conclusions.
 The data is collected between multiple points, the study will remain same even if points
changes over time.
 The qualitative responses can often change over a specific period thus affecting the
research goal.
CONCLUSION:
From this Journal Article Critique it is concluded that the longitudinal study conducted
on haut de gramme perfume industry. For this the data on female customers was collected. The
data was collected through interviews.
First this study shows that consumer narrative increases not only at the time of sale but
also at home. It focuses on long term loyalty. Moreover, long term strategy helps in inviting
consumer to purchase that brand. Zaltman, (2003). Brand narratives helps in interacting between
consumer and company thus increasing consumer engagement.
Second this study also research on brand heritage. It analyses the positive influence of
brand heritage on new commodity through customer content. According to Olins (2000) brands
get coauthored by various myths. Strong heritage brand create a deep meaning for consumer
through story. By understanding experience of customer business identifies what makes them
successful. It occurs because of connection of company with its brand heritage.
Third it highlights the importance of value in use. It means that value of consumers will
not start until he or she is associated with the product.