Brand image inconsistencies of luxury fashion brands

Abstract

Purpose The purpose of this study is to examine whether brand perceptions differ across channel members of luxury brands using the buyer‐seller exchange situation model. Design/methodology/approach A triangulation approach was used to compare perceptions of different channel members. The data collection was completed in two stages. First, a self‐administered mail survey was sent out to 3,592 individuals from a publicly available mailing list. In‐depth interviews were conducted with 22 retailer buyers. Findings The findings reveal that brand perceptions differ across channel members. There appears to be a mismatch in the perceptions of wholesalers and retailers that might constitute a source of brand image inconsistencies. Although the final consumers' overall attitude toward the Hugo Boss brand is positive, consumers appear to be in favour of other brands and their inclination to purchase the Hugo Boss brand seems to be relatively low. Research limitations/implications The study only examined one brand and is limited to the Australian context. Future research could examine other luxury brands in different countries. The study utilised judgement sampling, which could result in selection bias. Practical implications Brand knowledge is crucial to achieving brand image consistency between seller and buyer. Internal marketing techniques could be employed to assess the efficiency and development of brand knowledge among employees, retailers and other channel members. Originality/value This is one of the pioneering studies that applies a marketing channel approach to investigate brand image inconsistencies in a concrete working example. It contributes to luxury brand management across borders, opening the way for further research. The study provides ecological validity and reliability by working on a triangulation approach, using qualitative and quantitative research methods.