Predicting consumers´ purchase intention toward luxury fashion brands by applying several personality traits

Boguslaw, Sarah (2015) Predicting consumers´ purchase intention toward luxury fashion brands by applying several personality traits.

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Abstract:This paper investigates consumers´ purchase desires and intentions towards luxury fashion brands, such as Gucci, Chanel, Christian Dior, Versace, Prada and Yves Saint Lauren, by making use of several personality traits. There has been considerable research into the phenomenon of purchase behavior of consumers, but relatively few studies have explored purchase intentions of consumers towards luxury fashion brands. In this paper, the personality factors that have been used in order to predict consumers´ intentions to purchase such high class brands were self-congruity, need for conspicuousness, need for status, need for materialism, need for acceptance, and need for uniqueness. Consumers´ motivations and barriers were analyzed, as well, by conducting two studies; interviews which served as a pre-test and an online survey as main study. In total, 136 participants took part. Results of study 1 revealed that the majority of the interviewees have ever desired, intended or purchased luxury fashion brands before, but most of them claimed that these brands are not affordable on a regular basis. The most important personality factors that play a role when intending to purchase high-class designer brands were found to be self-identity and need for uniqueness. Price, quality and price-quality relationship were found to be the most frequent motivations or barriers when making decisions to purchase or not. The findings of study 2 showed that self-congruity and need for uniqueness are the most central predictors of consumers´ purchase intentions towards luxury fashion brands. Therefore, the objective of marketers is to increase the congruency of the brand personality for their brands with the self-image of their target customers. Moreover, marketers should keep in mind that uniqueness is one of the most important personality traits when making purchase decisions of luxury fashion brands, so that advertisements should show the extraordinary and individual personality of brands. Keywords: luxury fashion brands, brand image, self-identity, need for conspicuousness, need for status, need for acceptance, need for uniqueness, need for materialism
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/66901
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