Purpose This study explores how luxury consumers balance their social image and desires across different channels. In particular, it examines consumer experiences across online and offline channels and suggests a dual-track strategy that luxury brands can implement in both channels. This study employs this approach to provide strategic guidance for luxury brands in response to evolving environments and consumer demands. Design/methodology/approach An experiment was conducted to examine the impact of self-monitoring on luxury consumption. Subsequently, another experiment compared consumption patterns across different purchasing channels, with practical implications for brand strategy. Findings The findings revealed that high self-monitors had a stronger purchase intention for affordable luxury due to concerns about impression management, whereas low self-monitors had a higher purchase intention for traditional luxury driven by status signaling. Furthermore, regardless of self-monitoring level, purchase intention for affordable luxury was higher in online channels. Originality/value This study offers practical strategic guidance for luxury brands by analyzing consumption patterns across both online and offline channels.
Jung et al. (Mon,) studied this question.