Snobbish Bandwagoners: Ambiguity of Luxury Goods’ Perception

Beata Stępień

Abstract

Purpose: The article explores the grounds of possible interrelations of snob and bandwagon consumers' inclinations in the luxury fashion sector. The reason to investigate this comes from the growth of inconsistent evidence among analyses of this subject. Consumers' perception of luxury goods seems not only compound but also quite ambiguous at the same time. One of its reasons may be the wrong assumption that snob and bandwagon inclinations are opposite trends that cannot co-exist among individual motives of luxury purchases. Methodology and findings: The mixed method research - in the form of international consumers' e-survey and semi-structured interviews with affluent consumers - reveals that mutual relations of these two trends are clearly visible and can both motivate purchase at the same time.
Author Beata Stępień (WGM / KZM)
Beata Stępień,,
- Department of International Management
Journal seriesJournal of Management and Business Administration. Central Europe, [Management and Business Administration. Central Europe], ISSN 2084-3356, e-ISSN 2300-858X, [2450-7814, 2450-8829], (B 13 pkt)
Issue year2018
Vol26
No1
Pages79-99
Publication size in sheets1
Keywords in Englishcustomer value perception, luxury goods sector, luxury fashion, snob effect, bandwagon effect, prestige-seeking behavior, new luxury markets
DOIDOI:10.7206/jmba.ce.2450-7814.220
URL https://cemj.eu/resources/html/article/details?id=168259&language=en
Languageen angielski
Score (nominal)13
Score sourcejournalList
ScoreMinisterial score = 13.0, 09-04-2020, ArticleFromJournal
Publication indicators WoS Citations = 0
Citation count*6 (2020-09-20)
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