Study on the Effect of Use of Luxury Brand During the Social Identity Projection of Individuals

Tunali, Selen Butgel

doi:10.7456/10603100/004

Cited by 2 publications

References 24 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Emerging Tendency of Brands Utilization and Its Impacts on Life Satisfaction of University Students

Waheed¹,

Almas²,

Kalsoom

et al. 2021

HSSR

View full text Add to dashboard Cite

Purpose of the study: This research examines the emerging tendency of brands utilization and its impacts on the life satisfaction of university students. Methodology: It is a quantitative study where a survey research method has been used, and for data collection, the questionnaire has been prepared. Demographic variables like area, age, gender, qualification, and location are also included. A sample of 385 students was selected by using the proportional allocation method. Statistical analysis for data was done through SPSS software. Researchers used a linear regression analysis test to find out the impacts of brand utilization on the life satisfaction of university students. Principal Findings: The findings of the study show that life satisfaction has a significantly negative correlation with brand utilization. Research also indicates that most purchased items were branded clothing and cosmetic products. Application of the study: This paper will be helpful to understand brand utilization and its impacts on youth’s life satisfaction. Novelty/Originality of this study: To analyze the growing tendency of luxury and brands products, researchers determined to check the impacts of branded products on life satisfaction levels. To examine the impacts of brand utilization, this research focused on four Pakistani universities and the life satisfaction level of students has bees examined.

show abstract

Emerging Tendency of Brands Utilization and Its Impacts on Life Satisfaction of University Students

Waheed¹,

Almas²,

Kalsoom

et al. 2021

HSSR

View full text Add to dashboard Cite

show abstract

Brand Value Assessment in Terms of Contemporary Global Challenges

Mišanková

Klieštiková

Křižanová

et al. 2017

Proceedings of 5th International Scientific Conference Contemporary Issues in Business, Management and Education ‘2017

View full text Add to dashboard Cite

Brand represents one of the most important assets of the company. Brand-managing activities are typically related to brand positioning and integration with marketing campaigns, and can involve complex decisions. The branding of an organization is indeed a dynamic system with many cause-effect relationships as well as intangible and heterogeneous variables. In order to assess the value of individual brands can be used various models developed worldwide, based on different input data and valuation methodologies. We assume that individual environment in which company operates and consumers’ perceptions in different countries influence the ability and usability of these models in other countries. Therefore, we applied chosen well-known brand value models on the set of Slovak companies and validated their assessment ability in specific condition of the Slovak Republic. This was provided by the critical comparison of calculated values with the official values of brands of these companies listed in the Slovak journal. Through this, we pointed out the importance of the development of unique brand value model, which will be constructed in the specific condition of individual countries and highlight the weak assessment ability of foreign models.

show abstract

Study on the Effect of Use of Luxury Brand During the Social Identity Projection of Individuals

Cited by 2 publications

References 24 publications

Emerging Tendency of Brands Utilization and Its Impacts on Life Satisfaction of University Students

Emerging Tendency of Brands Utilization and Its Impacts on Life Satisfaction of University Students

Brand Value Assessment in Terms of Contemporary Global Challenges

Contact Info

Product

Resources

About