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The Manifestation of Luxury Value Dimensions in Brand Engagement in Self-Concept
, M.Sc. Thesis Sharif University of Technology ; Khalili Nasr, Arash (Supervisor)
Abstract
This research investigates what consumers in democratized luxury markets value when purchasing luxury items. Nonetheless, these consumers have a limited budget and can not always buy luxury items, yet they are drawn back to these luxury brands. Thus, we use brand engagement in self-concept (BESC) to explain the relationship between these consumers and luxury brands within democratized luxury markets. A conceptualized model of three luxury value dimensions (experiential, symbolic, and functional) is proposed, and 488 cases were gathered through a phone survey. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The results show that the most critical...
Investigating on Characteristics of Luxury; Clustering of Iranian Society According to Perceived Characteristics of Luxury Goods Through Theoretical Dimensions and Empirical Study
, M.Sc. Thesis Sharif University of Technology ; Karami, Nasser (Supervisor)
Abstract
Due to the fast speed of changes in sciences and living conditions, concepts undergo a transformation as time goes by. Accordingly, the academic updating of such concepts in a way that is in line with the immediate perceptions of society seems necessary. The concept of luxury goods has changed a lot since old times. To understand how society perceives luxury goods, the current study aimed to make a thorough review of the past studies and investigate the characteristics of luxury goods. Then, the extracted characterizes were investigated on 355 participants by distributing questionnaires randomly. While selecting the characteristics, more emphasis was put on their innateness and the...