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Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands |
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| Affiliation: | 1. SKEMA Business School, Université de Lille, MERCUR Research Center, France;2. HEC Paris, 1 Rue de la Libération, 78351 Jouy-en-Josas, France;1. Aix-Marseille Graduate School of Management IAE, CERGAM, Clos Guiot Puyricard, CS 30063, 13089, Aix-en-Provence Cedex 2, France;2. David Nazarian, College of Business and Economics, 18111 Nordhoff Street, Northridge, CA 91330, USA;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 |
| Abstract: | The growth of the luxury market has been phenomenal in recent years, especially in the emerging markets such as India. This research studied luxury value aspects (personal and social) of luxury cosmetic brands and their impact on consumer attitudes and usage behavior, with a focus on women consumers. Data was collected in the form of a survey from 372 women luxury cosmetic users. Structural equation modeling was used to analyze the framework. Hedonism and status value were found to have high significant relationship towards attitude whereas usage behavior was influenced by materialism and status value. Hence the symbolic and psychological traits among consumer will show their willingness to buy and preferences on luxury cosmetic brands. The findings of this study provide valuable insights to marketers and managers to understand consumer trends, attitudes and behavior in the luxury cosmetic market and develop marketing strategies to successfully market their products. |
| Keywords: | Luxury Personal and social value Attitude Usage behavior Consumer behavior Luxury market Luxury cosmetic brands Socio-psychology Female cosmetic user |
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