Dr. Hasan AKSOY; Dr. Emel CELEP
Abstract:
Purpose: Whereas previous researchers have focused on the influences of consumer arrogance on life satisfaction, social status, and brand perceptions, the literature on the effects of consumer arrogance on the perception of luxury value and desire for luxury brand purchase is limited. This research synthesizes the prior study’s findings by introducing a structure delineating the influences of consumer arrogance on luxury good purchase intention and determining literature gaps in this area.
Design/methodology/approach: After a systematic review of the literature, six hypotheses were derived. Following this, Structural Equation Modeling (SEM) analysis was applied to determine the proposed models’ convenient fit, based on 426 Turkish Luxury goods consumers data collected using the mall intercept approach.
Findings: Findings revealed that consumers’ arrogancy was significantly correlated with luxury product purchasing intention. Further, the findings empirically support the positive mediating effect of consumer arrogance on the relationship between hedonic and symbolic value perceptions and purchase intention. Counterintuitively, results confirm that consumer arrogance has no mediating effect on the relationship between functional value perceptions and purchase intention of luxury products.
Practical implications: This paper notifies practitioners on how to create proper marketing strategies that consider the consumer arrogance about luxury products. It’s advised to managers to offer luxury goods that attract attention and make others who are important to consumers compliment them.
[ FULL TEXT PDF 1-10 ] DOI: 10.30566/ijo-bs/2021.11.68
