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How do religiosity and acculturation to the global consumer culture drive the perceived value of luxury? A study in Kuwait

Nermain Al-Issa (Marketing Department, University of Antwerp, Antwerp, Belgium and Marketing Department, American University of the Middle East, Egaila, Kuwait)
Nathalie Dens (Marketing Department, University of Antwerp, Antwerp, Belgium)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 24 October 2021

Issue publication date: 26 January 2023

690

Abstract

Purpose

This study aims to understand the impact of religiosity and acculturation to the global consumer culture (AGCC) on Muslims’ perception of luxury values. Prior results on the effect of religion/religiosity on luxury consumption and purchase intentions are inconsistent. Then, while AGCC is argued to affect consumers’ perceptions of luxury values, research in this area is scarce.

Design/methodology/approach

Based on an online questionnaire with 300 Kuwaiti respondents recruited from a paid consumer panel, the authors explore the relations between religiosity and AGGC on the one hand and luxury values on the other through linear regressions.

Findings

Religiosity enhances the perceived extended self, perfectionism, materialistic and sustainable value of luxury. AGCC enhances Muslims’ perception of all luxury values under study. Globalized Muslims mainly perceive luxury as means of self-identification.

Originality/value

The study is the first, to the knowledge, to investigate the impact of religiosity and AGCC on Muslims’ perception of luxury values. The authors propose an integrative set of luxury values that reflect both the social and personal value of luxury. The study focuses on Muslims in Kuwait; a potential luxury market that is under-investigated.

Keywords

Citation

Al-Issa, N. and Dens, N. (2023), "How do religiosity and acculturation to the global consumer culture drive the perceived value of luxury? A study in Kuwait", Journal of Islamic Marketing, Vol. 14 No. 2, pp. 562-585. https://doi.org/10.1108/JIMA-03-2021-0080

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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