The Effect of Brand Association in Psycho-Social and Psycho-Personality Antecedents a Conceptual Model of Conspicuous Consumption among Youth Adult

Abstract

The knowledge of consumers' behavior is considered as an essential key in successful marketing programs. This would appear more when purchasing luxury products, because in Conspicuous consumption, the motives for buying special products originate more in psychic problems of consumers than product's specifications. This study is aimed to examine the consumption behavior of luxury products among the young people (aging from 18 to 35). Thus, we focused on the two fields of brand association and psychological antecedents. Likewise, the purchase of luxury watch has been studied as consumption behavior. In this research, variables such as gaining respect, gaining popularity, noticed by others, showing who I am, symbol of success, symbol of prestige, indicates wealth, indicates achievement, gaining status, enhances self image, are psychological antecedents and some other variables like brand symbolism, brand image congruency and self-concept, brand familiarity and brand aroused feeling are the brand association. In the present study, quantitative method was used, questionnaire formulation and sampling which was randomly collected from 525 people of consumers of such watches in Tehran City. Also, it was used Structural Equations Modeling (SEM), by the Lisrel Software for testing 6 hypotheses. The findings show that two criteria such as brand association and psychological antecedents significantly affect the consumption behavior of luxury products among the youth. Also, the intensity of influence of each of the studied variables was different due to revenue level, education and sexuality. According to the results, we can apply better communication strategies to this section of target market.

Consumer Decision Process Exploration: Luxury Fashion Products in Bogotá

“…This finding confirms that lifestyle is directly related to the type of goods demanded (Pan, et al, 2014), in addition to the positive emotions that are reinforced by the purchase of this type of product through the perception of the brand and its collective concept (Hume and Mills, 2013). This finding contradicts the assertion that one of the relevant factors is purchasing power due to the impact of the demand created by brands on consumers' perception, psychologically impacting them through the association between well-being and the brand, which is the basis for accessing this type of product through credit lines (Abdolvand and Reihani, 2013). For this reason, the consumer accesses the product, even though doing so implies costs related to financing, which means that the desire to spend is greater than the financial variables involved in the purchase process (McFerran, et al, 2014).…”

“…Based on the results presented in the previous section and in contrast to the analysis of the documents consulted, it is demonstrated that even when the decision process for purchasing luxury fashion goods is similar in countries with development conditions that are equal to those of Colombia, this process has some variations; the most representative finding is the importance of the brand, whereas social pressure has less relevance in the purchase decision process (Abdolvand and Reihani, 2013). In Bogota, one of the most cosmopolitan cities in the country, a consumption trend that is mostly driven by fashion trends from world-class brands has been generated.…”

“…All of these factors lead to exploring how brands have a psychological impact and how these are part of the purchase decision process, in addition to how the acquisition of this type of product is mainly related to behavioral factors that respond to the search for social approval, the constant search for self-image improvement, and the creation of a prestigious image that is associated with well-being and wealth (Abdolvand and Reihani, 2013).…”

“…Lifestyle (Pan, et al, 2014) Association with well-being and wealth (Abdolvand & Reihani, 2013) Association with delight (Miller, 2013) Consumer motivation (Truong & McColl, 2011) Product originality Authenticity of the product (Hieke, 2010) Importance of the product Cost-Benefit ratio (Ian, et al, 2009) Table 1. Description of the variables (own elaboration)…”

An investigation on Iranian consumer behavior towards famous luxury brands

“…The knowledge of consumers' behavior is considered as an important key in successful marketing programs. Abdolvand and Reihani (2013) examined the consumption behavior of luxury products among the young people and concentrated on the two fields of brand association and psychological antecedents. They reported that two criteria such as brand association and psychological antecedents significantly influenced the consumption behavior of luxury products among the youth.…”