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دسته بندی:
مدیریت برند - Brand management
سال انتشار:
2017
عنوان انگلیسی مقاله:
Understanding the effect of personal and social value on attitude and usage behavior of luxury cosmetic brands
ترجمه فارسی عنوان مقاله:
درک اثر ارزش فردی و اجتماعی بر نگرش و رفتار مصرف از مارک های لوازم آرایشی لوکس
منبع:
Sciencedirect - Elsevier - Journal of Retailing and Consumer Services, 39 (2017) 103-113. doi:10.1016/j.jretconser.2017.07.009
نویسنده:
S. Ajitha⁎,1, V.J. Sivakumar1
چکیده انگلیسی:
The growth of the luxury market has been phenomenal in recent years, especially in the emerging markets such
as India. This research studied luxury value aspects (personal and social) of luxury cosmetic brands and their
impact on consumer attitudes and usage behavior, with a focus on women consumers. Data was collected in the
form of a survey from 372 women luxury cosmetic users. Structural equation modeling was used to analyze the
framework. Hedonism and status value were found to have high significant relationship towards attitude
whereas usage behavior was influenced by materialism and status value. Hence the symbolic and psychological
traits among consumer will show their willingness to buy and preferences on luxury cosmetic brands. The
findings of this study provide valuable insights to marketers and managers to understand consumer trends,
attitudes and behavior in the luxury cosmetic market and develop marketing strategies to successfully market
their products.
Keywords: Luxury | Personal and social value | Attitude | Usage behavior | Consumer behavior | Luxury market | Luxury cosmetic brands | Socio-psychology |
Female cosmetic user
قیمت: رایگان
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