The moderating role of brands for low income luxury consumers

Abstract

The value of luxury is a multidimensional construct that assesses how consumers consider the various dimensions of luxury in their consumption relations. The consumption of luxury is not a trivial activity for most people, but brings a certain fascination and is part of the imaginary of the lower classes in emerging markets. The social identity of these consumers is changing because they aspire a new social position. But luxury consumption hurts the standards of this consumer profile. At the same time the self esteem is observed as an important element of people self-confirmation. For consumers, specifically, self-esteem is an important antecedent of consumption decisions. A sample of low income students was analyzed in this study to describe their relationship with luxury, and its influence on self-esteem when moderated by brand expressiveness. Through structural equation modeling this study found that the expression of the brand moderates the relationship of the value of luxury with selfesteem, allowing consumers of lower classes to observe a significant role of luxury in their lives.

Percepções sobre marca de um Arranjo Produtivo Local (APL) em uma cidade Brasileira

“…Sofisticada: os consumidores procuram nos produtos e marcas mais sofisticados uma forma de status e privilégio, que em muitos aspectos se assemelha a uma maneira de ocupar um espaço (Bizarrias et al, 2017). Jetawat e Mistry (2017) citam que o aumento do nível de renda e educação, pode levar os consumidores a usar marcas sofisticadas nessa categoria de produtos.…”