An investigation on consumer’s behaviors towards well-known luxury brands
This paper presents an empirical investigation to find the relationship between consumer’s behaviors towards well-known luxury brands in Iranian market. The study designs a questionnaire in Likert scale and distributes it among 250 randomly people who purchase luxury products. The study investigates...
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| Format: | Article |
| Language: | English |
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Growing Science
2014-03-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_11.pdf |
| _version_ | 1818806419233701888 |
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| author | Mohammad Javad Ghasemi |
| author_facet | Mohammad Javad Ghasemi |
| author_sort | Mohammad Javad Ghasemi |
| collection | DOAJ |
| description | This paper presents an empirical investigation to find the relationship between consumer’s behaviors towards well-known luxury brands in Iranian market. The study designs a questionnaire in Likert scale and distributes it among 250 randomly people who purchase luxury products. The study investigates the effects of three variables including perception value, social normality and need for being exclusive on perception of a brand for motivating customers to purchase luxury products. In addition, the study tries to find out whether customers’ educational backgrounds influence on purchasing luxury products or not. Cronbach alphas are all well above the minimum acceptable level, which validates the survey. Using structural equation modeling, the study confirms all hypotheses of the survey. |
| first_indexed | 2024-12-18T19:09:28Z |
| format | Article |
| id | doaj.art-b4f4160027d5450b8796544d3dfd49f6 |
| institution | Directory Open Access Journal |
| issn | 1923-2934 1923-9343 |
| language | English |
| last_indexed | 2024-12-18T19:09:28Z |
| publishDate | 2014-03-01 |
| publisher | Growing Science |
| record_format | Article |
| series | Management Science Letters |
| spelling | doaj.art-b4f4160027d5450b8796544d3dfd49f62022-12-21T20:56:20ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-03-014354354810.5267/j.msl.2014.1.011An investigation on consumer’s behaviors towards well-known luxury brandsMohammad Javad GhasemiThis paper presents an empirical investigation to find the relationship between consumer’s behaviors towards well-known luxury brands in Iranian market. The study designs a questionnaire in Likert scale and distributes it among 250 randomly people who purchase luxury products. The study investigates the effects of three variables including perception value, social normality and need for being exclusive on perception of a brand for motivating customers to purchase luxury products. In addition, the study tries to find out whether customers’ educational backgrounds influence on purchasing luxury products or not. Cronbach alphas are all well above the minimum acceptable level, which validates the survey. Using structural equation modeling, the study confirms all hypotheses of the survey.http://www.growingscience.com/msl/Vol4/msl_2014_11.pdfLuxury productsConsumer behaviorPurchase intentionStructural equation modeling |
| spellingShingle | Mohammad Javad Ghasemi An investigation on consumer’s behaviors towards well-known luxury brands Management Science Letters Luxury products Consumer behavior Purchase intention Structural equation modeling |
| title | An investigation on consumer’s behaviors towards well-known luxury brands |
| title_full | An investigation on consumer’s behaviors towards well-known luxury brands |
| title_fullStr | An investigation on consumer’s behaviors towards well-known luxury brands |
| title_full_unstemmed | An investigation on consumer’s behaviors towards well-known luxury brands |
| title_short | An investigation on consumer’s behaviors towards well-known luxury brands |
| title_sort | investigation on consumer s behaviors towards well known luxury brands |
| topic | Luxury products Consumer behavior Purchase intention Structural equation modeling |
| url | http://www.growingscience.com/msl/Vol4/msl_2014_11.pdf |
| work_keys_str_mv | AT mohammadjavadghasemi aninvestigationonconsumersbehaviorstowardswellknownluxurybrands AT mohammadjavadghasemi investigationonconsumersbehaviorstowardswellknownluxurybrands |