How Much Can Brands Deviate from their Brand Aesthetic? The Moderating Role of Brand’s Luxury Statu
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
Brand aesthetics is fundamental to maintaining a competitive advantage, especially within the luxury sector. Brand design consistency (BDC) plays a pivotal role in building a successful luxury brand through the formation of strong brand associations. However, creating new and distinct product designs that deviate from a brand's aesthetic may have the potential to increase the brand's interest. The purpose of this study is to examine the impact of BDC on aesthetic judgment and purchase intention and to investigate the moderating effect of brand's luxury status in the above relationship. The concepts of halo effect and biased assimilation relating to luxury brands form the conceptual basis of our study. Findings of this study exhibit that high BDC (vs. low BDC) evoked the most positive consumer response for luxury and non-luxury brands. The overall BDC effect however, was more salient for non-luxury brands which indicates that they have less latitude to deviate from their brand aesthetic than luxury fashion brands.