PurposeThe purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context.Design/methodology/approachThe hypotheses developed in the conceptual model are tested using survey data collected through mall intercept survey of real consumers (with sample sizes 382 and 544). Factor analysis and structural equation modeling are used to analyze the data.FindingsMajor results suggest a significant impact of consumer’s local/global orientation on the motivations and associations behind the luxury buying. Motivations and associations are found to influence luxury consumption, which in turn is found to have a positive effect on post-purchase thoughts/feelings. Social influence is found to have a moderating impact on the effects of motivations and associations on luxury consumption, respectively.Research limitations/implicationsThe study is restricted to a developing nation context. However, this is one of the novel attempts to validate a comprehensive model of luxury consumption that could be replicated in other contexts.Practical implicationsThe findings provide guidelines for a luxury marketer on the factors to consider and monitor while marketing a luxury fashion brand.Originality/valueThe present study adds a new perspective to the literature on luxury buying behavior with its empirically validated comprehensive model.
Journal of Fashion Marketing and Management – Emerald Publishing
Published: Mar 12, 2018
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