Journal of Marketing Management

Consumer Ironic Consumption: Luxury Apparel Purchase Rebounds in a Dismal Economy
Shuling Liao, Chianghui Wang

Abstract
This study addresses and investigates consumer ironic purchase rebounds from restrained luxury consumption during the recent economic recession period. Analyses are based on 51 luxury and non-luxury brands’ sales data in the USA and Europe and monthly national economic data in these areas from year 2008 to year 2011. The results reveal signals of consumer ironic luxury consumption catalyzed by social purchase climate that releases consumers from psychological suppression of buying desire due to economic hardship. Also, the secondary effect of Ironic purchase postulated the limitation of the buying rebound when longer suppression. In addition, the buying rebound patterns indicate brand loyalty towards some specific luxury brands. Finally, monetary changes appear not a prominent factor in undermining the final ironic effect on sale and thusly the potential confounding influence of price changes on ironic consumption is excluded. In all, the study explains why luxury brands remain strong in economic suppression.

Full Text: PDF     DOI: 10.15640/jmm.v3n1a6