The Influence of Gender Roles in the Drivers of Luxury Consumption for Women: Insights from the Gulf Region

Semaan, Rania W.; Lindsay, Val; Ashill, Nicholas J.; Williams, Paul

doi:10.2139/ssrn.3349687

Cited by 4 publications

(5 citation statements)

References 63 publications

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“…Secondly, we were able to verify the positive and significant relationship between patriotism and conspicuous consumption, confirming previous studies by Eng and Bogaert ( 2010 ) and Semaan et al ( 2019 ); thus, it can be concluded that patriotism in emerging countries like Colombia encourages conspicuous consumption, when these products or services are seen as part of that of the symbols of the national identity of that country.…”

Section: Discussion Research Implications and Limitationssupporting

confidence: 88%

“…Taking into account the above and based on previous studies by Lu Wang and Chen ( 2004 ), Eng and Bogaert ( 2010 ), Cervellon and Shammas ( 2013 ), González ( 2017 ), Semaan et al ( 2019 ), Spielmann et al ( 2020 ), and Costa Filho et al ( 2021 ), for this investigation, we considered that the consumption of certain products or brands that generate conspicuous consumption in the upper classes will produce a purchasing behavior imitated by the lower classes. Thus, if the upper classes consider that the products they buy generate a feeling of patriotism, the lower classes will also consider that the consumption of these products exalts national identity and patriotism.…”

Section: Literature Review and Development Of The Hypothesesmentioning

confidence: 91%

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Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand

Areiza-Padilla

Puertas

2021

Front. Psychol.

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Conspicuous consumption symbolizes ostentatious and material consumption through the purchase of products and services with a higher economic value and that allows their consumers to excel socially. However, conspicuous consumption often does not represent social and environmental values, because their products are often not characterized by being made through sustainable processes. United Nations, through its sustainable development agenda, invited companies to be aware of the social and environmental problems of the world and to be able to generate strategies that can be sustainable over time and allow the growth of both the company and society in general. This study analyses the case of Starbucks as a global and sustainable brand, which also generates conspicuous consumption in emerging markets. In this way, we explain how this brand generates a social status in emerging markets, which allow their consumers to excel socially. On the other hand, we explain how Starbucks contributes positively to sustainability in these types of markets, generating greater well-being for both the environment and society in general. In this way, this brand manages to transmit messages with symbolic values of social status, as well as social and environmental awareness. This research allows us to see how Starbucks is able to generate conspicuous consumption in Colombia, which is the third largest exporter of coffee in the world but is also capable of generating sustainable processes that help Colombian coffee growers and the environment. This research used a quantitative methodology based on a structured questionnaire made for conspicuous consumers of the Starbucks brand in Colombia, whose data were processed through the statistical program PLS 3.2.7. This research details the sustainable processes carried out by this brand in this developing country and the reasons why its consumption in this emerging market is considered conspicuous. For this research, family allocentrism, ethnocentrism, and patriotism are considered antecedents of conspicuous consumption, and brand image and brand loyalty are considered their results.

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Section: Discussion Research Implications and Limitationssupporting

confidence: 88%

Section: Literature Review and Development Of The Hypothesesmentioning

confidence: 91%

Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand

Areiza-Padilla

Puertas

2021

Front. Psychol.

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“…Consistent with previous research that utilized an undergraduate student sample in investigating the consumer behaviors of college student consumers (Nichols, Raska, & Flint, ; Shin, Eastman, & Mothersbaugh, ), the current research employed undergraduates as research subjects. Given the complexity of luxury consumption (Semaan, Lindsay, Williams, & Ashill, ), through the use of collages and online interviews this study answers the calls to better understand the diversity of consumer motivations that impact luxury perceptions (Ko, Costello, & Taylor, ), to better understand luxury brand consumption (Kim, Ko, Xu, & Han, ), and to further develop how consumers derive personalized meanings from luxury brands (Seo & Buchanan‐Oliver, ).…”

Section: Introductionmentioning

confidence: 99%

The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

Eastman

Shin

Ruhland

2019

Psychology and Marketing

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This study examines college student consumers' relationship with luxury brands through two studies. Study 1 analyzes collages to determine what represents luxury to them, how consumers perceive their relationships with luxury, and who they are as luxury consumers. Study 2 analyzes qualitative interviews to validate the findings of Study 1 and to add further insights. Results of Study 1 suggest that college student consumers represent a vibrant segment in the luxury market. These consumers perceive a wide variety of products and brands as meeting their luxury needs. They are currently interested in luxury and their potential will only increase as their incomes do. Results of Study 2 confirms their views of luxury and emphasizes the critical roles social media, peers, and family play in influencing college student consumers' luxury consumption and provide insights for how to build an emotional bond with them. Luxury marketers can build brand relationships with college student consumers by offering them entry‐level products as they are current luxury consumers and see their consumption expanding in the future. Given that college student consumers are both vulnerable and savvy in recognizing when they are being manipulated, caution needs to be taken in approaching this segment in relationship‐building efforts.

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“…This phenomenon is because ethnic costumes are more limiting. When they are feeling emotionally overwhelmed, it is how they bring themselves back under control (Semaan, 2019).…”

Section: Discussionmentioning

confidence: 99%

“…In fact, in recent years, women's luxury buying decisions have been more impacted by a greater number of independent variables due to a greater sense of independence and freedom. Examples include the need for originality, hedonism, and a heightened feeling of self due to the opportunity for status-seeking provided by brands (Semaan, 2019). The marketing goals may be more difficult to attain as a result of changes in values and gender inequality.…”

Section: Discussionmentioning

confidence: 99%

Exploring the Use of Limited Time Events to Increase WOM And Brand Awareness Among Millennials and Gen Z - Gucci Case Study

Liu¹

2023

FBEM

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This study examines the strategic use of limited-time campaigns as a means of enhancing word-of-mouth communication and increasing brand awareness among millennials and Gen z. The study examines the use of limited-time campaigns as a means of enhancing word-of-mouth communication and increasing brand awareness among millennials and Gen Z. This study examines the effectiveness of this marketing approach in engaging younger consumers among Gucci case study. The study examines the correlation between limited time events and subsequent WOM communication, and the resulting impact on brand awareness. Through a comprehensive analysis of consumer behaviour, event marketing strategies and brand perceptions, this study provides insights into the dynamic interplay between time-limited experiences and the resonance they generate among contemporary target audiences. These findings contribute to a deeper understanding of how brands can capitalise on fleeting allure to effectively connect with digital natives and foster lasting brand loyalty.

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The Influence of Gender Roles in the Drivers of Luxury Consumption for Women: Insights from the Gulf Region

Cited by 4 publications

References 63 publications

Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand

Conspicuous Consumption in Emerging Markets: The Case of Starbucks in Colombia as a Global and Sustainable Brand

The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

Exploring the Use of Limited Time Events to Increase WOM And Brand Awareness Among Millennials and Gen Z - Gucci Case Study

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