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Luxury brands consumption has increased in the recent years (Hennigs, Klarmann, Behrens, & Wiedmann 2016), moving from production of exclusive products to creation of memorable retail experience and personalized symbolic attachment (Kapeferer & Valette- Florence, 2016). Thus, brand managers must strive to maintain quality without compromising exclusivity and uniqueness of these luxury fashion brands. As a result, there is a need to understand the intrinsic motivation of consumption that can capture feelings attached to luxury brands. Recent studies indicate that consumer perceived value influences luxury brand consumption, but little is known on the role of self-esteem in this relationship. Hence, this study will focus on the interaction between consumption values and self-esteem and their impact on the attitude and intention to purchase luxury fashion products.

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Nov 8th, 12:00 AM

The Impact of the Self-esteem and Consumption Values on Consumers Attitude and Intention to Purchase Luxury Fashion Products

Luxury brands consumption has increased in the recent years (Hennigs, Klarmann, Behrens, & Wiedmann 2016), moving from production of exclusive products to creation of memorable retail experience and personalized symbolic attachment (Kapeferer & Valette- Florence, 2016). Thus, brand managers must strive to maintain quality without compromising exclusivity and uniqueness of these luxury fashion brands. As a result, there is a need to understand the intrinsic motivation of consumption that can capture feelings attached to luxury brands. Recent studies indicate that consumer perceived value influences luxury brand consumption, but little is known on the role of self-esteem in this relationship. Hence, this study will focus on the interaction between consumption values and self-esteem and their impact on the attitude and intention to purchase luxury fashion products.

 

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