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The purpose of the paper is to investigate the effect of religiosity and culture on Nigerian Muslim consumer’s intention to purchase luxury goods.

The survey included a sample of 372 Nigerian Muslims from the middle and upper-income groups who live in Lagos and Kano in Nigeria.

Plenty of luxury brands are seeking to find ways to overgrow in emerging markets. Focussing on Nigeria, this study identifies Nigerian people’s cultural orientation, religious beliefs and examines the social and personal variables affecting the consumers’ purchasing intention for luxury goods. This study stresses that Nigerian consumers’ intention to purchase luxury products are impacted by attitude, subjective norms and culture. However, Nigerian people’s intention to purchase luxury goods is not influenced by religious beliefs and Islam morals. While culture has a significant relationship with both attitudes towards behaviour and subjective norms, the religious beliefs encourage both subjective norms and a positive attitude towards the behaviour.

This study has limitations in connection with two of its major objectives. The study applied the perspective of Nigerian Muslims. Thus, the research will not be able to clarify the fact that beyond this limited geographical area. Future research may widen the focus on cultural and religious beliefs on the intention to purchase luxury goods by adding other elements, such as normative beliefs and attitudinal beliefs.

The findings of the research define some implications for marketers with regard to the importance of social norms and religion in point of increasing the purchasing intention for luxury goods. Findings reflect that Nigerian consumers are impacted by subjective norms and cultural orientation. This means that luxury consuming is seen to achieve social recognition in the society. These results show that improving social acceptance through luxury goods consumption may create profitable outcomes for luxury brand firms.

The attractive findings of the study proposed that luxury brand managers should balance their investment in terms of the use of word-of-mouth, reference groups and fashion magazines to develop a favourable attitude towards luxury brands through. Although cultural values, references groups and consumer’s beliefs critically matter for luxury consuming, religious beliefs of Nigerian consumers have no effect on consumer’ purchase intention for a luxury product.

South Africa is increasingly becoming an attractive market for luxury fashion brands due to the growing middle-income consumer segment, which is perceived to be upwardly mobile. Despite evidence of black South African's exhibition of heightened interest in conspicuous consumption (CC), there seems to be limited research addressing the drivers and implications of such behaviour. This study aims to investigate the antecedents of CC by middle-income black South Africans and the marketing implications thereof.

This study employed a survey questionnaire approach and a quantitative methodology for primary data collection. Data were gathered from a sample of 170 respondents across South Africa and analysed using structural equation modelling (SEM) through SPSS and Mplus software. Confirmatory factor analysis was used to test model fit, reliability and validity of measurement instruments, while path modelling was used to test hypotheses adopted by this report.

Among the major findings made by this report was that social class signalling positively influenced CC. In contrast, CC was not predicted by status consumption (SC). This study concluded that social factors motivated the CC of luxury fashion brands by middle-income black South Africans.

This study's key recommendations were for marketing professionals to imbue overt status cues in their brand campaigns to drive the consumption of luxury fashion brands. Future studies could investigate whether or not the findings of this study are applicable across ethnic demographics in South Africa.

The study extends the discourse of the antecedents of ethnic consumer behavioural patterns in a historically segregated market. It weighs in on the growing research addressing factors driving the middle-income population from emerging economies to consume luxury fashion brands conspicuously.

This study aims to explore how inconspicuous luxury consumption is being practiced in an Asian culture like Vietnam. Moreover, the ethical motivations that drive Vietnamese luxury consumers to engage in consuming inconspicuous luxury fashion products are also investigated.

A qualitative research approach was used to serve the purpose of this study. Specifically, the authors conducted two rounds of in-depth interviews with 42 Vietnamese luxury consumers recruited using the snowball sampling technique.

The findings from the interviews indicate that inconspicuous luxury consumption is on the rise in Vietnam. This study also reveals that inconspicuous luxury consumers in Vietnam share some common characteristics with their counterparts in Western and other Asian countries. Significantly, based on Hunt–Vitell model, the findings suggest that ethical considerations play a crucial role in motivating Vietnamese consumers to engage in inconspicuous luxury consumption. Together with typical motivations such as differentiation seeking, aesthetics seeking and status seeking, consumers buy inconspicuous luxury products to adhere to internalized norms and moral principles.

This study contributes to the extant literature by enriching knowledge pertaining to practices of inconspicuous luxury consumption, especially in the context of an emerging Asian country. Notably, an essential contribution of this study is to identify ethical considerations as a new emerging motivation driving inconspicuous luxury consumption. The link between ethical issues and inconspicuous luxury consumption has been largely unexamined in the literature. In this study, the Hunt–Vitell model’s process of ethical reasoning is used in a new context of inconspicuous luxury consumption in an emerging Asian economy.

As luxury goods are losing their importance for demonstrating status, wealth or power to others, individuals are searching for alternative status symbols. Recently, individuals have increasingly used conspicuous consumption and displays of experiences on social media to obtain affirmation. This study aims to analyze the effects of luxury and nonluxury experiences, as well as traditional luxury goods on status- and nonstatus-related dimensions.

After presenting the theoretical foundation, the authors conduct a study with 599 participants to compare status perceptions elicited by the conspicuous consumption of luxury goods, luxury experiences and nonluxury experiences. The authors investigate whether experiences that are visibly consumed on Instagram are replacing traditional luxury goods as the most important status symbols. Furthermore, the authors examine the effects of the content shown on nonstatus-related dimensions and analyze whether status perceptions differ between female and male social media communicators. Finally, the authors analyze how personal characteristics (self-esteem, self-actualization and materialism) influence the status perceptions of others on social media.

The results show that luxury goods are still the most important means of displaying status. However, especially for women, luxury experiences are also associated with a high level of social status. Thus, the results imply important gender differences in the perceptions of status- and nonstatus-related dimensions. Furthermore, the findings indicate that, in particular, the individual characteristics of self-actualization and materialism affect status perceptions depending on the posted content.

While the research has already considered some alternative forms of conspicuous consumption, little attention has been given to experiences as status symbols. However, with their growing importance as substitutes for luxury goods and the rise of social media, the desire to conspicuously consume experiences is increasing. The authors address this gap in the literature by focusing on the conspicuous display of luxury and nonluxury experiences on social media.

The purpose of this paper is to explore consumer meaning-making and brand co-creation and the role of brand value and the consumption context of luxury goods in the emerging South African market.

An extant segmentation approach that classifies luxury brand consumers into four different segments was used to guide the identification of a total of 16 luxury consumers with whom in-depth interviews were conducted.

The findings identify differences between four consumer segments’ levels of brand knowledge and indicate how these differing levels produce interesting meanings assigned to luxury brands which in turn co-create the brands. A framework is also proposed that maps each of the four luxury segments according to the value they derive from luxury brands and the context in which luxury consumption holds the most meaning for each segment.

Managerial recommendations concerning the implications of consumers assigning meaning and value to luxury brands and recommendations pertaining to the managing and positioning of luxury brands to each of the four luxury segments in this market are proposed.

The study provides interesting insights with regards to how consumers assign meaning and value to luxury brands in the emerging South African market. The proposed framework also uniquely demonstrates underlying behaviours within each of the four luxury segments and contributes to a better understanding of how and why these segments consume luxury brands.

Consumer perceptions and motivation for luxury consumption are extensively investigated in the existing literature, although studies have largely focused on branded products with not much attention given to luxury wine. The wine category is distinctive, and luxury wine consumption is notably different from other luxury products. Over the past 20 years, the luxury segment of the wine industry has experienced steady growth, yet understanding of consumer perceptions and motivation for luxury wine consumption is still underdeveloped. Using self-congruency theory, the purpose of this paper is to develop a conceptual framework of the perceptions of, and motivation for, luxury wine consumption.

Using a scoping review approach, the current literature on luxury wine and luxury branded products is analyzed for existing gaps in understanding luxury wine consumption.

The conceptualization of luxury wine along with the perceptions, motivators and indicators for wine consumption are currently underdeveloped. This paper proposes a conceptual framework for understanding what drives perceptions and motivators of luxury wine consumption.

Emerging from a scoping review of extant literature, this paper proposes a conceptual framework for understanding consumers’ perceptions of luxury wine and motivations for consumption. This framework will enable a better understanding of the dynamics of luxury wine consumption.

Consumer behavior will become more heterogeneous because of cultural differences. This phenomenon makes it increasingly important to understand values of national cultures and their impact on consumer behavior. The purpose of this paper is to review cultural factors with a focus on religious factors that influence the Iranian consumers' behavior during evaluation of luxury value dimensions.

Hofstede's model of national culture and research papers pertaining to religious influence on consumer behavior are applied to understand consumers' behavior toward luxury consumption in Iran as an Islamic country.

Findings support the notion that there are cultural differences between consumers in evaluating luxury value dimensions. As the study is about Iranian Muslim consumers, the role of religion in consumer behavior has also been debated. These findings are useful for domestic and international marketers toward a better understanding of Iranian consumers' luxury value perception based on cultural aspects.

The research outcomes should assist industry and business practitioners to understand the behavior of Iranian consumers and by using the findings formulate strategies that enhance their competitiveness in the market. Similarly, the research should enrich marketing literature by providing empirical evidence on Iranian consumption behavior from the perspective of the Muslim population. Research provides a better understanding of cultural factors that affect Iranian consumer behavior toward luxury value perception.

This is the first academic study analyzing the dimensions of luxury values, including the consideration of cultural and religious factors that influence Iranian's consumer behavior. The results can be seen as the first step for domestic and international marketers toward a better understanding of Iranian consumers' luxury value evaluation.

The purpose of this paper is to investigate the relationship between consumer wine knowledge and the aesthetics and ephemerality of wine consumption.

A survey of 254 respondents for questions relating to objective wine knowledge and frequency of wine consumption, as well as the aesthetics and ephemerality of wine consumption was conducted. Clustering analysis was used to produce four discrete consumer clusters that provide insight into Berthon et al.’s (2009) aesthetic and ontology (AO) framework for the consumption of luxury wine brands.

The paper finds that four clusters of wine consumers can be identified that exhibit common characteristics outlined in the AO framework.

By clustering consumers and mapping these clusters, the AO framework provides wine marketers with a useful tool to segment the luxury wine market and to develop and deploy tailored wine marketing strategies to target each segment effectively.

This study is one of the first to investigate the relationship between consumer wine knowledge, aesthetics and ephemerality. It offers luxury wine marketers useful insights into targeting wine consumers according to their common characteristics.

The purpose of this paper is to investigate the latent determinants of the purchasing intention for fashion luxury goods.

A total of 40 in‐depth interviews were conducted with Italian customers in a fashion luxury goods store in Italy. Qualitative research was employed in data collection using the laddering technique and the means‐end chain (MEC) analysis.

Results showed that consumers buy luxury fashion goods mainly to match their lifestyle, thus satisfying their inner drives. The hierarchical value map resulting from the data collection and elaboration demonstrates that self‐confidence and self‐fulfillment are the main hidden final values when buying and consuming luxury goods. Implications for marketers are related to tailoring products, brand values and communication messages to the subjective, self‐rewarding and “internalized” consumption sought after by consumers.

The contribution of the paper is based on the use of the laddering technique and the means‐end chain (MEC) analysis for investigating latent determinants of purchase intention for fashion luxury goods. Moreover, the paper examines this topic in the Italian market, which represents a relevant instance of mature market for fashion luxury goods.