Schlagwort-Archiv: Luxusmarken

All that is Users Might not be Gold

Die Keynote von Prof. Christoph Fuchs, Rotterdam School of Management, steht fest. Er wird in englischer Sprache zu folgendem Thema präsentieren:

All that is Users Might not be Gold:
How Labeling Products as User-designed Backfires in the Context of Luxury Fashion Brands

Abstract

An emerging literature advocates that drawing on users rather than firm-internal designers in new product ideation might be beneficial for firms because the resulting products may effectively satisfy consumer needs. Four studies conducted in the context of the luxury fashion industry uncover an important conceptual boundary condition of this positive user-design effect. Contrary to extant research, the results show that being “close” to its users does not help but rather harms luxury fashion brands. Specifically, user-design is found to backfire as consumers are shown to have reduced demand for products of a given luxury fashion brand collection if labeled as user- vs. company-designed. Results further reveal the underlying rationale for this reversal: user-designed luxury products are perceived to be lower in quality and fail to signal high status which results in a loss of agentic feelings for the consumer. A number of strategies luxury brands might pursue in order to overcome this negative user-design effect are further explored. Finally, it is found that the negative outcomes of user-design are attenuated for a luxury fashion brand’s products that are not utilized for status signaling, i.e., product categories of a luxury brand that are characterized by lower status relevance for the consumer.

User Design, Kundenbeteiligung und Luxusmarken

Die erste Keynote steht fest – und die hat es gleich in sich: Prof. Dr. Christoph Fuchs spricht über den Einfluss der Kundenbeteiligung auf die Wahrnehmung von Luxusmarken. Er forscht und lehrt am Department of Marketing Management an der Rotterdam School of Management (RSM). Mehr zu ihm gibt es unter: http://www.rsm.nl/people/christoph-fuchs/

Prof. Dr. Christian Fuchs