Growing Science » Management Science Letters » An investigation on Iranian consumer behavior towards famous luxury brands

Journals


MSL Volumes


Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 3 Issue 8 pp. 2245-2250 , 2013

An investigation on Iranian consumer behavior towards famous luxury brands Pages 2245-2250 Right click to download the paper Download PDF

Authors: Seyed Hamidreza Moteshakereh, Masoumeh sadat Abtahi, Ahmad Rahchamani

Keywords: Consumer behavior, Luxury brands, Purchase intention, Social norms

Abstract: During the past few years, there has been a growing trend on luxury good consumption among Iranian consumers. Many rich people change their mobile devices, purchase new expensive cars, etc. This paper investigates the effects of three factors including consumer perceived value, sensitivity to social norms and need for uniqueness on consumer’s intention to purchase luxury products based on the theory of planned behavior. The proposed study uses clustering technique and randomly chooses a sample of 250 rich people and distributes a questionnaire among them. The study uses structural equation modeling and the implementation of the proposed model has been executed using LISREL software package. The results indicate the all three factors, consumer perceived value, sensitivity to social norms and need for uniqueness, influence consumer intention to buy luxury goods. In addition, consumer knowledge is a mediator factor between need for uniqueness and purchase intention.

How to cite this paper
Moteshakereh, S., Abtahi, M & Rahchamani, A. (2013). An investigation on Iranian consumer behavior towards famous luxury brands.Management Science Letters , 3(8), 2245-2250.

Refrences
Abdolvand, M.A., Reihani, N. (2013). The effect of brand association in psycho-social and psychopersonality
antecedents a conceptual model of conspicuous consumption among youth adult.
Research Journal of Applied Sciences, Engineering and Technology, 6(6), 1012-1022.

Achabou, M.A., & Dekhili, S. (2013). Luxury and sustainable development: Is there a match?
Journal of Business Research, 66 (10), 1896-1903.

Albrecht, C.-M., Backhaus, C., Gurzki, H., & Woisetschl?ger, D.M. (2013). Drivers of brand
extension success: What really matters for luxury brands. Psychology and Marketing, 30(8), 647-
659.

Hwang, J., & Han, H. (2014). Examining strategies for maximizing and utilizing brand prestige in the
luxury cruise industry. Tourism Management, 40, 244-259.

Pina, J.M., Dall & apos; Olmo Riley, F., & Lomax, W. (2013). Generalizing spillover effects of goods and
service brand extensions: A meta-analysis approach. Journal of Business Research, 66(9), 1411-
1419.

Stokburger-Sauer, N.E., & Teichmann, K. (2013). Is luxury just a female thing? The role of gender in
luxury brand consumption. Journal of Business Research, 66 (7), 889-896.

Yu, C.-C., Lin, P.-J., Chen, C.-S. (2013). How brand image, country of origin, and self-congruity
influence internet users & apos; purchase intention. Social Behavior and Personality, 41(4), 599-611.

Journal: Management Science Letters | Year: 2013 | Volume: 3 | Issue: 8 | Views: 3895 | Reviews: 0

Related Articles:

Add Reviews

Name:*
E-Mail:
Review:
Bold Italic Underline Strike | Align left Center Align right | Insert smilies Insert link URLInsert protected URL Select color | Add Hidden Text Insert Quote Convert selected text from selection to Cyrillic (Russian) alphabet Insert spoiler
Security Code: *

® 2010-2024 GrowingScience.Com