Young status consumers pursuit of luxury brands: awareness, purchase, dream value and avoidance

Phau, Ian

Access Status

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Authors

Phau, Ian

Date

2009

Type

Conference Paper

Metadata

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Citation

Phau, I. 2009. Young status consumers pursuit of luxury brands: awareness, purchase, dream value and avoidance, in Delener, N. et al (ed), Global Business and Technology Association, Jul 7-11 2009, pp. 980-986. Prague: Global Business and Technology Association.

Source Title

Proceedings of Global Business and Technology Association conference

Source Conference

Global Business and Technology Association

Additional URLs

http://gbata.org/wp-content/uploads/2013/06/GBATA_2009_Readings_Book.pdf

ISBN

1932917055

School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/6381

Collection

Curtin Research Publications

Abstract

The study aims to examine the impact of status consumption towards the awareness, purchase, dream value and avoidance of luxury brands. A self-administered questionnaire was generated and administered to a non-probability convenience sample of 389 young consumers. The findings suggest that status consumption is not a strong factor to influence consumer awareness, purchase, dream value and avoidance towards luxury brands. However, the research showed a positive relationship between awareness, purchase and dream value of luxury brands. This suggests each of these factors is closely associated with each other to establish consumer reaction to luxury brands. These findings broaden our understanding on the potential effects of status consumption and consumers‘ knowledge towards luxury brands.