Record Details

The moderating role of brands for low income luxury consumers

Independent Journal of Management & Production

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Field Value
 
Title The moderating role of brands for low income luxury consumers
 
Creator Bizarrias, Flavio Santino
Strehlau, Suzanne
Brandão, Marcelo Moll
 
Subject Emerging markets; Luxury; Brand expressiveness; Consumer behavior.
 
Description 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 self-esteem, allowing consumers of lower classes to observe a significant role of luxury in their lives.
 
Publisher Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)
 
Contributor —
 
Date 2017-09-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
text/html
 
Identifier http://www.ijmp.jor.br/index.php/ijmp/article/view/639
10.14807/ijmp.v8i3.639
 
Source Independent Journal of Management & Production; Vol 8, No 3 (2017): Independent Journal of Management & Production; 936-954
2236-269X
2236-269X
 
Language eng
 
Relation http://www.ijmp.jor.br/index.php/ijmp/article/view/639/725
http://www.ijmp.jor.br/index.php/ijmp/article/view/639/742
http://www.ijmp.jor.br/index.php/ijmp/article/downloadSuppFile/639/309
 
Rights Copyright (c) 2017 FLAVIO SANTINO BIZARRIAS, Suzanne Strehlau, Marcelo Moll Brandão
http://creativecommons.org/licenses/by/4.0