Faculty of Commerce, Law and Management (ETDs)

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Subject: search.filters.subject.Luxury brands

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    Drivers of conspicuous consumption amongst black South African professionals
    (University of the Witwatersrand, Johannesburg, 2024) Koloane, Tshenolo; Saruchera, Fanny
    Previous inequalities presented to black people within South Africa have resulted in the rise of conspicuous consumption. Developing countries like South Africa are witnessing a rise in the levels of conspicuous consumption of luxury brands. Therefore, this study explores the drivers of conspicuous consumption amongst black South African professionals and delves into the drivers that have been prompted by compensatory behaviour. The theory of buyer behaviour, compensation consumption and conspicuous consumption provided the theoretical grounding of the study. The study adopted a quantitative approach, which involved conducting an online self- administered survey. A total of 234 responses were collected from the research sample. Six hypotheses were tested through the utilization of Structural Equation modelling with the assistance of the SPSS 28 and AMOS software in further deriving the descriptive statistics. The study found that there is a significant relationship between socio-cultural factors, interpersonal effects, informative effects and compensatory behaviour, as well as compensatory behaviour and conspicuous luxury consumption, whilst an insignificant relationship was established for normative effects, income effects and compensatory behaviour. Theoretical implications of the study contribute to the existing body of knowledge on conspicuous consumption driven by compensatory behaviour. Managerial implications provide insights for companies to ascertain the external factors that propel consumers to partake in conspicuous consumption to develop strategies with bespoke messaging appeals to ensure a sustained competitive advantage within the luxury market. The recommendation for marketing practitioners is to utilize the insights gained form the study to develop targeted marketing strategies that appeal to the identified factors motivating conspicuous consumption. Future studies could conduct a comparative study that draws on a comparison between generation X and Y to ascertain whether they are driven by the same factors that are explored in the study to participate in conspicuous consumption.
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    The effect of vertical individualism on luxury purchase intentions: the moderating role of brand image
    (2020) Zici, Ayanda
    The consumption of luxury brands has grown significantly in emerging markets, particularly in Africa. These developments have resulted in marketers seeking to investigate the factors that influence purchase intentions for luxury brands, in order to develop brand communication strategies that will resonate with consumers and increase brand loyalty. There is, however, a lack of academic research in developing markets, such as South Africa, that reveal how individual consumer factors, like personal and social orientations, interact with each other to influence purchase intentions for luxury brands. The purpose of this study was to examine the relationship between vertical individualism and luxury purchase intentions. The study also examined the mediation effects of self-enhancement, materialism, value-expressive attitudes and symbolic benefits of brand image. The moderation effect of brand image was examined on value-expressive attitudes. An online survey questionnaire was conducted. 253 responses were obtained through voluntary sampling. Data was analysed using confirmatory factor analysis (CFA) and structural equation modelling (SEM) on Mplus. The results showed that vertical individualism does have a positive relationship with self-enhancement and materialism values. These values were found to have a positive influence on value-expressive attitudes. Materialism was shown to have a significant relationship with symbolic benefits of brand image. Brand image and value-expressive attitudes were shown to have a positive relationship with luxury purchase intentions. Brand image was found to have a moderation effect on value-expressive attitudes. It was recommended that future studies test the conceptual model in other emerging markets wherein luxury brand consumption is expected to rise in the foreseeable future, and include other variables.