Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Art and Design
An Assessment Of Values Concerning Luxury Brand Purchase Intention: A Cross-Culture Comparison, Tagreed Saleh Abalkhail
An Assessment Of Values Concerning Luxury Brand Purchase Intention: A Cross-Culture Comparison, Tagreed Saleh Abalkhail
LSU Doctoral Dissertations
Over the last few decades, the global consumption of luxury brands has rapidly ýincreased. ýThere are many internal and external factors that motivate consumers to buy a ýluxury brand. ýAlthough there is some evidence of the impact of functional, social, and ýindividual values on ýluxury purchase intention, little has been done to compare cultures in ýterms of these values, ýespecially in the Middle East. Thus, the purpose of this research ýwas to compare Western and ýMiddle Eastern culture (individualism and collectivism) ýregarding the consumers’ intention to purchase a luxury brand in terms of ýthree main ývalues (functional, social and individual), …
The Influence Of Self-Image Congruity On Perceived Value And Brand Loyalty Concerning Sportswear, Jane Andayi Opiri
The Influence Of Self-Image Congruity On Perceived Value And Brand Loyalty Concerning Sportswear, Jane Andayi Opiri
LSU Master's Theses
Perceived value is important in determining brand loyalty. Although studies have shown that consumers’ perceived values change over time, understanding which values are influenced by self-image congruity is necessary, because the relationship consumers form with brands they favor will help marketers develop strategies that can motivate their brand loyalty. Therefore, this study sought to assess which perceived values consumers acquire from consumption of their favorite sportswear brand. It also examined the influence of self-image congruity on these values. The objectives of the study were to: identify the perceived value of sportswear brands of college students; investigate the effect of perceived …