The contribution of consumer values and a country’s image to luxury brand equity: The case of the Indonesian middle-class woman

Abstract

This study explored the values of Indonesian middle-class women and their impact on luxury brand equity. Consumer behaviour and brand perception are filtered through the values and perceptions of the middle-class; typically young, well-educated, modernist, strong religious belief, and holding certain values from earlier life. This was investigated using a mixed methods sequential explanatory study. The study has succeeded in developing a useful model for this phenomenon that can be applied to other luxury products.