Digital Possessions, Extrinsic Aspirations, and The Role of Gender

Kubat, Umut

doi:10.34231/iuyd.406629

Cited by 3 publications

(2 citation statements)

References 33 publications

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“…According to another investigation, every girl in her twenties in Japan owns a Louis Vuitton bag (Gilal et al, 2018), indicating that women and young girls have a greater desire to purchase luxury products (Paul, 2015). Studies have observed that the effect of extrinsic aspirations on possessions depends on gender, and females having higher levels of extrinsic aspirations show a higher willingness to pay for the goods (Kubat, 2018).…”

Section: Luxury Brand Preferencementioning

confidence: 99%

Role of key demographic factors in consumer aspirations and luxury brand preference

Naaz,

Malik,

Abdullah

et al. 2024

Innovative Marketing

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The desires of consumers as individuals are largely shaped by their aspirations in life, which play a crucial role in deciding their brand preference, but very few studies have focused on the demographic difference in aspirations and its relationship with brand preference, especially in the context of luxury brands, for the consumers in the emerging markets. This paper aims to empirically assess the role of key demographic factors (gender, age, and income) in influencing the aspirations of consumers in India, an emerging market, and their preference for luxury branded products. The hypotheses were developed based on the review of the extant literature and tested through t-test and ANOVA along with the moderation test using PROCESS extension in SPSS 22.0. The study included data collected from 915 Indian consumers, in Tier-1 and Tier-2 cities, with prior experience of buying luxury branded products in the fashion segment through a self-administered questionnaire. The results demonstrate that the aspirations, both intrinsic (F = 8.185; p = 0.004) and extrinsic (F = 7.14; p = 0.007) and luxury brand preferences (F = 5.762; p = 0.017) of males and females differ significantly. However, demographic factors of gender (R2 = 0.137; p &gt; 0.05), age (R2 = 0.130; p &gt; 0.05), and income (R2 = 0.132; p &gt; 0.05) were not found to have any moderating effect on the relationship between luxury brand preference and aspirations. The results of the study would help luxury brand marketers to develop their strategic plans for marketing activities by providing insights into the differences in the desires and preferences of their customers.

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Section: Luxury Brand Preferencementioning

confidence: 99%

Role of key demographic factors in consumer aspirations and luxury brand preference

Naaz,

Malik,

Abdullah

et al. 2024

Innovative Marketing

View full text Add to dashboard Cite

show abstract

“…Kirk and Sellen (2010) suggest that digital possessions play similar roles as material possessions. Further, it can be said that for both functional and emotional purposes, individuals might consider digital possessions (Kubat, 2018). As such, the present study relies on the conceptualization of Richins and Dawson (1992).…”

Section: Literature Reviewmentioning

confidence: 99%

Acceptance of product placement in social networking sites: the mediating role of materialism

Wijesundara

Kumara

2022

GKMC

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Purpose The purpose of this study is to examine the predictors of product placement acceptance in social networking sites (SNSs) and the mediating role of consumer materialism in the relationship between SNSs usage frequency and product placement acceptance. Design/methodology/approach A survey was conducted with a structured questionnaire for a sample of 327 SNSs users in Sri Lanka. The collected data were analyzed using partial least squares–structural equation modeling with Smart PLS to test the hypotheses derived. Findings The results of this study revealed that SNSs usage frequency and consumer materialism positively predict the acceptance of product placement in SNSs and materialism partially mediates the relationship between SNSs usage frequency and product placement acceptance in SNSs. Originality/value This study fills the gap in the existing literature by finding the factors that predict the acceptance of product placement in SNSs and the mediation effect of consumer materialism in the relationship between SNSs usage frequency and acceptance of product placement in SNSs.

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Consumer self-concept in the cyberspace: how digitization has shaped the way we self-disclose to others

Bartoli

Nosi

Mattiacci

et al. 2022

Journal of Strategic Marketing

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Digital Possessions, Extrinsic Aspirations, and The Role of Gender

Cited by 3 publications

References 33 publications

Role of key demographic factors in consumer aspirations and luxury brand preference

Role of key demographic factors in consumer aspirations and luxury brand preference

Acceptance of product placement in social networking sites: the mediating role of materialism

Consumer self-concept in the cyberspace: how digitization has shaped the way we self-disclose to others

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