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Impact of Susceptibility of Interpersonal Influence, and Vanity Aspects on Luxury Brand Consumption

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  • Adit Jha

Abstract

The present study has demonstrated the impact of consumer’s susceptibility of interpersonal influence and vanity aspects on luxury brand consumption. Study was conducted in the northwestern region of India with 650 research participants; quota sampling was used in the process of research. Researchers used SPSS 21.0 to explore reliability, factorability, and correlation among the variables. For analyzing the structural model, AMOS 21.0 was used. Results found that value-expressive influence affects luxury brand consumption more than utilitarian influence, and informational influence is positively related to luxury brand consumption. Results found that luxury brand consumption is associated with achievement aspects of luxury.

Suggested Citation

  • Adit Jha, 2021. "Impact of Susceptibility of Interpersonal Influence, and Vanity Aspects on Luxury Brand Consumption," Jindal Journal of Business Research, , vol. 10(2), pages 222-237, December.
    • Handle: RePEc:sae:jjlobr:v:10:y:2021:i:2:p:222-237
    DOI: 10.1177/22786821211047614
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    References listed on IDEAS

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    1. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(4), pages 473-481, March.
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    3. Muhammad Awais & Tanzila Samin & Muhammad Awais Gulzar & Jinsoo Hwang & Muhammad Zubair, 2020. "Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior," Sustainability, MDPI, vol. 12(2), pages 1-25, January.
    4. Park, C Whan & Lessig, V Parker, 1977. "Students and Housewives: Differences in Susceptibility to Reference Group Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(2), pages 102-110, Se.
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