What shapes adolescents’ attitudes toward luxury brands? The role of self-worth, self-construal, gender and national culture

Bakir, Aysen; Gentina, Élodie; Gil, Luciana de Araújo

doi:10.1016/j.jretconser.2020.102208

Cited by 37 publications

(37 citation statements)

References 98 publications

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“…Social approval and an intention to be a part of a larger group, (say the Hayabusa group) were something that encourage young consumers to purchase luxury products as observed by Schade et al (2015). These consumers purchase luxury brands that match their "beliefs, attitudes, and values" (Bakir et al, 2020).…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

Sharma

Pradhan

Srivastava

2021

APJBA

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PurposeThe study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.Design/methodology/approachThe study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.FindingsThe study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.Originality/valueResearch on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

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Section: Theoretical Implicationsmentioning

confidence: 99%

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

Sharma

Pradhan

Srivastava

2021

APJBA

View full text Add to dashboard Cite

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“…Members of collectivist societies are recognized as “we-oriented,” and they value more the interests and social norms of their group than personal ones. Collectivists also value the opportunity of interpersonal interaction and group membership as an important aspect of their identity ( Bakir et al, 2020 ). Apart from their immediate families, collectivists also care about friends and other members of their group, and their behaviors are usually guided by group expectations and social norms ( Torelli and Shavitt, 2010 ).…”

Section: Study 2: Hypothesis Development and Empirical Testingmentioning

confidence: 99%

National Culture and Culinary Exploration: Japan Evidence of Heterogenous Moderating Roles of Social Facilitation

et al. 2021

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This article explores the role of national culture in the culinary consumption behavior of international tourists and the moderating influence of different types of travel companions. Study 1 adopted a text-mining, topical modeling approach to process useful reviews (n = 7,803) posted at TripAdvisor by users from 86 countries. Study 2 develops and tests a conceptual model of the relationships between national culture and culinary choices including culinary types and range of culinary choices, based on a secondary dataset of large-scale surveys from the tourism authority of the destination containing 9,141 responses by tourists from over 60 countries or regions. The results reveal that both Uncertainty Avoidance and Individualism-Collectivism have significant effects on tourist food consumption categories and the range of culinary choices. The study also evaluated the role of the moderating effect of travel companions, and results supported the significant relationship on the range of culinary choices when the tourists were accompanied by different types of travel companions.

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“…Such methodology may fail to take into account social gender norms, as, for example, in many cultures women are expected to do the majority of domestic labour which includes purchasing household goods. On the other hand, Bakir et al (2020) cite a 2013 study by Stokburger-Sauer and Teichmann, which demonstrated women to have a more positive attitude toward luxury products than men. Such ambiguous results may be an outcome of gender related cultural differences between research participants, variation in methodology, and other significant factorsnot excluding the biases vis-a-vis gender held by researchers who choose to pose some questions over others.…”

Section: Materialism and Gendermentioning

confidence: 99%

Do Demographics Matter in Consumer Materialism?

Antinienė

Šeinauskienė

Rūtelionė

et al. 2021

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This paper aims to investigate the effects of personal characteristics such as gender, income, education and age on consumer materialism. Research hypotheses are based on both existing marketing literature and an additional integration of gender studies literature in order to further the study of materialism. By using random sampling and surveying 1000 respondents living across different regions in Lithuania, the results show signiﬁcant differences along gender, age, self-perceived relative income and education in terms of consumers’ materialistic dispositions. The study confirms that younger consumers are more inclined to materialistic values than older ones. Women differ from men on materialism centrality, as well as happiness and success measures. Regarding consumers’ self-perceived relative income, Lithuanians with low income are more prone to aspire to material possessions. Furthermore, research indicates higher rates of consumer materialism to appear among less educated individuals. This is one of the first representative studies in Lithuania revealing what effects different demographic consumer characteristics have on materialistic behaviour. Our findings have some practical implications; for example, they show that vulnerable segments of the population are more susceptible to materialism, necessitating educational policies to reduce such behavior and encourage a more responsible approach. As a result, these educational programs should be tailored to these individuals, with a greater emphasis on the risks associated with overconsumption.

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What shapes adolescents’ attitudes toward luxury brands? The role of self-worth, self-construal, gender and national culture

Cited by 37 publications

References 98 publications

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

National Culture and Culinary Exploration: Japan Evidence of Heterogenous Moderating Roles of Social Facilitation

Do Demographics Matter in Consumer Materialism?

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