Purchasing Massive Prestige Brands: The Exploration of Consumers’ Value Perceptions

Mayasari, Iin and Wiadi, Iyus Purchasing Massive Prestige Brands: The Exploration of Consumers’ Value Perceptions. Asean Marketing Journal by http://journal.ui.ac.id/index.php/amj. ISSN e-ISSN 2356-2242

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Abstract

The objective of the research was to analyze the internal aspects of consumers in perceiving the massive prestige brands including conspicuousness, need for uniqueness, extended-self, hedonism, exploration, value consciousness, and vanity. The research used quantitative approach by conduct- ing a survey on respondents who bought massive prestige brands. Conspicuousness consumption and Need for Uniqueness had an effect on purchase of massive prestige brands positively and significantly. Extended-self had an effect on purchase of massive prestige brands positively but not significantly. Hedonism, Exploration, and Vanity had an effect on purchase of massive prestige brands positively and significantly. Value consciousness had an effect on purchase of massive pres- tige brands negatively and significantly.

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen-S2
Depositing User: Mrs Iin Mayasari
Date Deposited: 14 Sep 2022 05:21
Last Modified: 14 Sep 2022 05:21
URI: http://repository.paramadina.ac.id/id/eprint/500

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