Luxury consumption factors

Melika Husic (School of Economics and Business, University of Sarajevo, Sarajevo, Bosnia and Herzegovina)
Muris Cicic (School of Economics and Business, University of Sarajevo, Sarajevo, Bosnia and Herzegovina)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 8 May 2009

Abstract

Purpose

The purpose of the paper is to analyse the luxury market and determine the factors that determine luxury consumption. Luxury consumption has been neglected, and yet many questions arise concerning the underlying dimensions of luxury shopping.

Design/methodology/approach

Two scales were used: questions concerning luxury consumption were used in order to determine the sample of luxury consumers, and a PRECON scale was used to measure individual differences in consumers’ prestige shopping preferences. After the scale validation process, factor analysis was conducted, along with regression analysis of all PRECON factors.

Findings

The results show that in this market consumers perceive quality as a brand determinant. Further, strong patron status suggests a “snob effect” among respondents, who buy exclusive items in an attempt to distinguish themselves. Hence, rare products indicate respect and prestige among the respondents. Furthermore, this paper defines two sub‐categories, namely “old aristocracy” and “new money”, with the latter more ascendant in the case of a developing market. It also showed that luxury consumers behave similarly worldwide, regardless of economic or social surroundings.

Research limitations/implications

Luxury consumption should be put in the context of psychological determinants, and perhaps tested according to lifestyle.

Originality/value

This paper brings attention to luxury consumption, its motives and consumer styles.

Keywords

Citation

Husic, M. and Cicic, M. (2009), "Luxury consumption factors", Journal of Fashion Marketing and Management, Vol. 13 No. 2, pp. 231-245. https://doi.org/10.1108/13612020910957734

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.