Open AccessThe moderating role of brands for low income luxury consumers
Author(s) -
Flávio Santino Bizarrias,
Suzanne Strehlau,
Marcelo Moll Brand�ão
Publication year - 2017
Publication title -
independent journal of management and production
Language(s) - English
Resource type - Journals
ISSN - 2236-269X
DOI - 10.14807/ijmp.v8i3.639
Subject(s) - consumption (sociology) , antecedent (behavioral psychology) , construct (python library) , conspicuous consumption , structural equation modeling , value (mathematics) , advertising , business , sample (material) , self esteem , position (finance) , identity (music) , psychology , marketing , social psychology , emerging markets , sociology , mathematics , social science , statistics , chemistry , physics , finance , chromatography , computer science , acoustics , programming language
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.