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Measuring Luxury Brand Consumption And Female Consumers' Religiosity In The Uae

Author

Listed:
  • BAKER AHMAD ALSERHAN

    (College of Business and Economics, Qatar University, Doha, Qatar)

  • MOHAMMAD KHAIR BATAINEH

    (Abu Dhabi Police Academy, Abu Dhabi, UAE)

  • DAPHNE HALKIAS

    (Institute of Coaching, Harvard Medical School, USA;
    Center for Young and Family Enterprise, University of Bergamo, via Salvecchio 19, 24129, Bergamo, Italy)

  • MARCOS KOMODROMOS

    (Department of Communications, School of Humanities, Social Sciences and Law, University of Nicosia, 46 Makedonitissis Str., 1700 Egkomi, Nicosia, Cyprus)

Abstract

Luxury brand consumption by female consumers in the rich Arab Gulf states has never been systematically studied, and thus most of our knowledge in this area remains shaped by preconceived notions that are not likely to withstand scientific scrutiny. This study fills that gap in research and provides significant evidence on the actual consumption behavior of this enigmatic consumer segment. In our study, focus groups and expert feedback were used to construct a Luxury Consumption Scale (LCS) to measure actual luxury purchases, while Tiliouine's Scale (RS) was used to measure religiosity. Results show that the sample tended to be religious with moderate luxury consumption, but no relationship was observed between these two. Results also demonstrate that brands transcend boundaries; ridges created by politicians and extremists are bridged by Burberry, Hermes and Versace. Religious Arab women did not perceive a problem in being defined by international brands of non-Muslim origin. This study contributes to the literature by examining the underexplored intersection of female luxury brand consumption and religiosity in the lucrative markets of the Arab Gulf.

Suggested Citation

  • Baker Ahmad Alserhan & Mohammad Khair Bataineh & Daphne Halkias & Marcos Komodromos, 2014. "Measuring Luxury Brand Consumption And Female Consumers' Religiosity In The Uae," Journal of Developmental Entrepreneurship (JDE), World Scientific Publishing Co. Pte. Ltd., vol. 19(02), pages 1-16.
    • Handle: RePEc:wsi:jdexxx:v:19:y:2014:i:02:n:s1084946714500095
    DOI: 10.1142/S1084946714500095
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    Citations

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    Cited by:

    1. Tagreed Saleh Abalkhail, 2023. "The impact of country of origin on consumer purchase decision of luxury vs. fast fashion: case of Saudi female consumers," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-9, December.
    2. Semaan, Rania W. & Lindsay, Val & Williams, Paul & Ashill, Nick, 2019. "The influence of gender roles in the drivers of luxury consumption for women: Insights from the gulf region," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 165-175.
    3. Zeqiri, Jusuf & Alserhan, Baker & Gleason, Kimberly & Ramadani, Veland, 2022. "Desecularization, Social Identity, and Consumer Intention to Purchase Religious Products," Technological Forecasting and Social Change, Elsevier, vol. 177(C).
    4. Ma, Jieqiong & Hong, JungHwa & Yoo, Boonghee & Yang, Jie, 2021. "The effect of religious commitment and global identity on purchase intention of luxury fashion products: A cross-cultural study," Journal of Business Research, Elsevier, vol. 137(C), pages 244-254.
    5. Stępień Beata & Lima Ana Pinto & Hinner Michael, 2018. "Are Millennials a Global Cohort? Evidence from the Luxury Goods Sector," Journal of Intercultural Management, Sciendo, vol. 10(2), pages 139-158, June.

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