Periodicity.: July - September 2017
e-ISSN......: 2236-269X
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The moderating role of brands for low income luxury consumers

Flavio Santino Bizarrias, Suzanne Strehlau, Marcelo Moll Brandão

Abstract


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.

Keywords


Emerging markets; Luxury; Brand expressiveness; Consumer behavior.

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References


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DOI: http://dx.doi.org/10.14807/ijmp.v8i3.639

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Copyright (c) 2017 FLAVIO SANTINO BIZARRIAS, Suzanne Strehlau, Marcelo Moll Brandão

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