Record Details

Purchasing Massive Prestige Brands: The Exploration of Consumers’ Value Perceptions

ASEAN Marketing Journal

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Field Value
 
Title Purchasing Massive Prestige Brands: The Exploration of Consumers’ Value Perceptions
 
Creator Iin Mayasari; University of Paramadina, Faculty of Economics and Business, Jakarta
Iyus Wiadi; University of Paramadina, Faculty of Economics and Business, Jakarta
 
Subject massive prestige brand; conspicuousness consumption; need for uniqueness; extended-self; hedonism; exploration; value consciousness; vanity
 
Description The objective of the research was to analyze the internal aspects of individual consumer to perceive the massive prestige brands. The brand chosen was influenced by conspicuousness, uniqueness, functional value, extended-self, hedonism, exploration, value consciousness, vanity. The research used quantitative approach by conducting a survey college students, workers and housewives. A total of 300 questionnaires were  distributed, but only 243 questionnaires were used for further analysis. The data were analyzed by multiple regressions. Conspicuousness consumption had an effect on purchasing of massive prestige brands positively and it was significant. Uniqueness had an effect on purchasing of massive prestige brands positively but it was not significant. Extended-self  had an effect on purchasing of massive prestige brands positively and but it was not significant. Hedonism had an effect on purchasing of massive prestige brands positively and it was significant. Exploration had an effect on purchasing of massive prestige brands positively and it was significant. Consciousness value had an effect on purchasing of massive prestige brands negatively and it was significant. Vanity  had an effect on purchasing of massive prestige brands positively and it was significant.   Keywords: massive prestige branding, conspicuousness consumption, uniqueness, extended-self , hedonism, exploration, consciousness value, vanity
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2018-01-05
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/4447
 
Source ASEAN Marketing Journal; Vol 9, No 1 (2017): June 2017; 1-17
 
Language en