Consumer Behavior

'I Still Feel Luxurious!' When Live Stream Selling of Luxury Brands Strengthens the Brand Equity

---

Abstract

This study investigates the impact of live stream commerce on three key drivers of luxury consumption: perceived luxury, self-brand connection, and brand trust among Generation Z and Millennials. Using an experimental design, participants were either exposed to live stream content of an affordable luxury brand or a static advertisement. Results show that exposure to live stream significantly reduces perceived luxury, suggesting that the informal nature of live stream may weaken exclusivity. However, live stream commerce significantly enhances self-brand connection, suggesting that it can promote consumers’ emotional engagement through real-time interaction and storytelling. This study contributes to luxury marketing literature by addressing the democratization paradox in the digital era, offering managerial insights into balancing connection-building strategies with the preservation of brand exclusivity.

Keywords: live stream shopping, luxury brand, perceived luxury, self-brand connection, brand trust

How to Cite:

Rahman, F. A., Kopot, C. & Putra, A. R., (2025) “'I Still Feel Luxurious!' When Live Stream Selling of Luxury Brands Strengthens the Brand Equity”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21886