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Consumer motivation and luxury consumption: Testing moderating effects

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  • Shao, Wei
  • Grace, Debra
  • Ross, Mitchell

Abstract

Despite the growth of luxury markets during the last decade, luxury brand management is facing tremendous changes and challenges. In previous research, the focus has largely been on the appeal of luxury brands to represent status and prestige. However, this study argues that luxury consumption is highly individualistic and is a means through which consumers pursue personal goals.

Suggested Citation

  • Shao, Wei & Grace, Debra & Ross, Mitchell, 2019. "Consumer motivation and luxury consumption: Testing moderating effects," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 33-44.
  • Handle: RePEc:eee:joreco:v:46:y:2019:i:c:p:33-44
    DOI: 10.1016/j.jretconser.2018.10.003
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    References listed on IDEAS

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    Cited by:

    1. Srivastava, Abhinav & Mukherjee, Srabanti & Jebarajakirthy, Charles, 2020. "Aspirational consumption at the bottom of pyramid: A review of literature and future research directions," Journal of Business Research, Elsevier, vol. 110(C), pages 246-259.
    2. Salonen, Ville & Munnukka, Juha & Karjaluoto, Heikki, 2020. "The role of fundamental motivations in willingness-to-pay online," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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