期刊论文详细信息
Journal of Management and Business Administration, Central Europe 卷:26
Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception
Beata Stępień1 
[1] 1. Poznań University of Economics and Business ;
关键词: customer value perception;    luxury goods sector;    luxury fashion;    snob effect;    bandwagon effect;    prestige-seeking behavior;    new luxury markets;   
DOI  :  10.7206/jmba.ce.2450-7814.220
来源: DOAJ
【 摘 要 】

Purpose: The article explores the grounds of possible interrelations of snob and bandwagon consumers’ inclinations in the luxury fashion sector. The reason to investigate this comes from the growth of inconsistent evidence among analyses of this subject. Consumers’ perception of luxury goods seems not only compound but also quite ambiguous at the same time. One of its reasons may be the wrong assumption that snob and bandwagon inclinations are opposite trends that cannot co-exist among individual motives of luxury purchases. Methodology and fndings: The mixed method research – in the form of international consumers’ e-survey and semi-structured interviews with affluent consumers – reveals that mutual relations of these two trends are clearly visible and can both motivate purchase at the same time.

【 授权许可】

Unknown   

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