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Luxury values and experience as drivers for consumers to recommend and pay more |
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| Institution: | 1. University of Vaasa, Faculty of Business Studies, Department of Marketing, Wolffintie 34, FI-65200 Vaasa, Finland;2. Hanken School of Economics, Department of Marketing, Kauppapuistikko 16, FI-65100 Vaasa, Finland;3. Hanken School of Economics, Arkadiankatu 22, FI-00100 Helsinki, Finland;4. International University of Monaco, INSEEC Research Center, 2, Avenue Albert II, MC-98000, Monaco;1. ESCP Europe, 527 Finchley Road, London NW3 7BG, United Kingdom;2. Cass Business School, City University London, 106 Bunhill Row, London EC1 8TZ, United Kingdom;1. Glasgow School for Business & Society, Glasgow Caledonian University, London Campus, 40 Fashion Street, Spitalfields, London E1 6PX, United Kingdom;2. School of Business Administration, American University of Sharjah, PO Box 26666, Sharjah, United Arab Emirates;3. Kingston Business School, Kingston University London Kingston upon Thames, Surrey KT2 7LB, United Kingdom;1. INSEEC Business School, 27 Avenue Claude Vellefaux, 75010 Paris, France;2. IAE de Grenoble, Domaine Universitaire, BP 47, 38040, Grenoble Cedex 9, France;3. CERAG, France |
| Abstract: | The study aims to analyse how individual and social luxury values affect the customers' attitude, behavioural control and subjective norms and how these variables and past experience influence the intentions to recommend and pay more for luxury clothing in the Brazilian market. Respondents were surveyed in the São Paulo area of Brazil through a panel sample and using an online survey during April and May 2012. The findings suggest that individual values influence intentions positively. Social values have a positive influence on subjective norms and a negative influence on behavioural control. Past experience does not influence intentions significantly. Extend the theory of planned behaviour introducing luxury values as external variables and past experience as a direct antecedent of intentions to pay more and to recommend the luxury brand. |
| Keywords: | Individual luxury values Social luxury values Brazilian luxury clothes Past experience Intention to pay more Recommendation luxury brand to others |
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