THE IMPACT OF SOCIAL COMPARISON AND STATUS SEEKING ON LUXURY PURCHASE INTENTIONS

Authors

  • Dawkins Moorse School of Management and Marketing, Curtin University, Australia
  • Jone Cordery Parker School of Management and Marketing, Curtin University, Australia
  • Brass Mueller School of Management, Edith Cowan University, Australia
  • Andrews Kessler School of Business and Economics, Humboldt University of Berlin, Germany

Keywords:

social comparison, , luxury preference, purchase intention, luxury products

Abstract

Purpose: This study aims to further explore the relationship between social comparison, individual’s luxury preference and their intentions to purchase luxury.

Design/methodology/approach: This study is based on survey in the downtown Perth, Western Australia.

Findings: This study finds that social comparison is positively related to purchase intention of luxury products, and mediated by luxury preference on the prediction of individual’s intention to purchase luxury products.

Originality: Drawing insights from social comparison theory, this research provides an important path framework to expand the knowledge of consumers’ motivation to purchase luxury.           

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Published

2021-06-10

How to Cite

Moorse , D. ., Parker , J. C. ., Mueller , B. ., & Kessler , A. . (2021). THE IMPACT OF SOCIAL COMPARISON AND STATUS SEEKING ON LUXURY PURCHASE INTENTIONS. Review of Business, Accounting, & Finance , 1(3), 233-248. Retrieved from https://fortunepublishing.org/index.php/rbaf/article/view/26