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Conspicuous Consumption: Global and National Luxury Fashion Brands Purchase Intention |
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| รหัสดีโอไอ | |
| Creator | Pistawan Kahachote |
| Title | Conspicuous Consumption: Global and National Luxury Fashion Brands Purchase Intention |
| Contributor | Dr. Mayuree Aryupong |
| Publisher | Bangkok University |
| Publication Year | 2561 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | p 33-48 |
| Keyword | conspicuous consumption, snob and bandwagon effect, global luxury brands, national luxurybrands, purchase intention |
| URL Website | http://ajmi.stamford.edu |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | This research examines the conspicuous consumption of luxurygoodsby comparing the impact of the so-called "snob" and "bandwagon" effects on both global and national luxury fashion brands. Consumer culture theory was applied to develop the conceptual model in order to investigate self and social influences regarding luxury brand consumption by using self-identity projects and marketplace culture. We found thatstatus seeking was used as the initial drive for luxury good consumption and this was mediated by snob and bandwagon effects.The sample are mostly drawn fromGeneration Y individuals with high incomes. A second-order factor modellingused inthe SEM analysis program,and the overall model demonstrate a good fits with ?2/df = 1.748; GFI = .82; RMSEA = .057; and PCFI = 0.84. The results suggest that both snob and bandwagon consumption are related to global luxury fashion brand consumption. Surprisingly, the bandwagon effect was not seen to be related to national luxury fashion brands. This study extends ourknowledge of conspicuous consumption into the area of national luxury fashion brands by illustrating the distinguishingpoints where national luxury brands combatglobal luxury fashion brands. The study also points out the importance of individuals' identity and the perceived value of statusin consumer goods purchasing |
