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Young Attitudes Toward Luxury Fashion Brands from a Social Identity Perspective:(A case study: Buying Luxury Cars in Tehran City by the Young)

Mostafavi, Shiva Sadat | 2018

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 50955 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manoochehr
  7. Abstract:
  8. The purpose of this study was to investigate the attitude of young people towards luxury brands from the point of view of social identity (Case study: Luxury cars shopping in Tehran by young people).In this regard, while reviewing the concepts of attitude and luxury brands dimensions, using the method of regression and structural equation modeling, we investigated the attitude of young people towards luxury brands.The statistical population of this research includes customers of Del's Brandy Benz and BTBMW District 1 in Tehran. Their number is estimated to be 500, and the sample size is determined using Morgan Crujsi's table to determine the sample size of 217 people. Using the Simple random sampling of these individuals has been selected.A questionnaire was used to collect the data. The validity of the content was verified by the experts and the validity of the structure and structure was verified by a validation factor analysis by SPSS software and its reliability was confirmed using Cronbach's alpha coefficient.In order to analyze the data, Kolmogorov-Smirnov tests for normal test, regression test and partial correlation were used to test the hypotheses in SPSS software and structural modeling for model validation in smart-pls2 software.The results showed that young people's attitude toward luxury brands is influenced by the variables of national culture and age. The results also showed that innovation also has a positive and significant impact on the attitude of young people to luxury brands
  9. Keywords:
  10. Attitudes ; Innovation ; Structural Equations Modeling ; National Culture

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