The manifestation of luxury value dimensions in brand engagement in self-concept |
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| Affiliation: | 1. Clinical Neurology Research Center, Shiraz University of Medical Sciences, P.O.Box: 7193635899, Shiraz, Iran;2. Noncommunicable Diseases Research Center, Fasa University of Medical Sciences, Fasa, Iran;3. Clinical Research Development Unit, Vali Asr Hospital, University of Medical Sciences, Fasa, Iran;4. Department of Biostatistics and Epidemiology, School of Medicine, Zanjan University of Medical Sciences, Zanjan, Iran;5. Department of Neurology, John Hunter Hospital, Newcastle, Australia;6. Hunter Medical Research Institute, The University of Newcastle, Newcastle, Australia;7. Department of Neurology, University of Virginia, Charlottesville, VA, United States;8. Department of Neurology, Amsterdam University Medical Centers, Location AMC, Amsterdam, the Netherland;9. Stroke Prevention and Atherosclerosis Research Center, Robarts Research Institute, University of Western Ontario, London, Ontario, Canada;10. Department of Clinical Neurological Sciences, Western University, London, Ontario, Canada;11. Department of Epidemiology and Biostatistics, Schulich School of Medicine and Dentistry, University of Western Ontario, London, Ontario, Canada |
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| Abstract: | This research investigates what consumers in democratized luxury markets value when purchasing luxury items. Nonetheless, these consumers have a limited budget and can not always buy luxury items, yet they are drawn back to these luxury brands. Thus, we use brand engagement in self-concept (BESC) to explain the relationship between these consumers and luxury brands within democratized luxury markets. A conceptualized model of three luxury value dimensions (experiential, symbolic, and functional) is proposed, and 488 cases were gathered through a phone survey. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that the most critical drivers of consumers' luxury purchase intention (LPI) are hedonism, escapism, conspicuousness, quality, and usability in democratized luxury markets. Also, BESC can unify luxury value dimensions into an integrated whole and mediate the relationship between them and LPI. |
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| Keywords: | Brand engagement in self-concept Luxury value dimensions Democratized luxury markets Luxury purchase intention Escapism |
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