Title page for ETD etd-07062015-135614


Type of Document Dissertation
Author Abalkhail, Tagreed Saleh
Author's Email Address tabalk1@tigers.lsu.edu
URN etd-07062015-135614
Title An Assessment of Values Concerning Luxury Brand Purchase Intention: A Cross-Culture Comparison
Degree Doctor of Philosophy (Ph.D.)
Department Textiles, Apparel & Merchandising Design
Advisory Committee
Advisor Name Title
Matthews, Delisia Committee Chair
Kennedy, Eugene Committee Member
Kuttruff, Jenna Committee Member
Liu, Chuanlan Committee Member
Anne Garretson Folse, Judith Dean's Representative
Keywords
  • Consumer Guilt
  • Purchase Intention
  • Values
  • Collectivism
  • Individualism
Date of Defense 2015-06-29
Availability unrestricted
Abstract
Over the last few decades, the global consumption of luxury brands has rapidly ıincreased. ıThere are many internal and external factors that motivate consumers to buy a ıluxury brand. ıAlthough there is some evidence of the impact of functional, social, and ıindividual values on ıluxury purchase intention, little has been done to compare cultures in ıterms of these values, ıespecially in the Middle East. Thus, the purpose of this research ıwas to compare Western and ıMiddle Eastern culture (individualism and collectivism) ıregarding the consumers’ intention to purchase a luxury brand in terms of ıthree main ıvalues (functional, social and individual), while also addressing consumer guilt. ı

The data for this study were collected from two countries—the United States and ıSaudi ıArabia. A total of 478 university students participated in this study via an online ısurvey: 171 ıfrom the United States and 277 from Saudi Arabia. The reliability of research ıscales was ıassessed ıthrough Cronbach’s alpha. Pearson’s correlation coefficient was ıapplied to test the correlations ıbetween the study variables. Data was assessed using ıSEM. Before testing the proposed ıstructural model, the measurement model was tested ıby a confirmatory factor analysis using the ıAMOS 21 program. Model fit was assessed ıvia the chi-square statistic. The results revealed that ıFunctional and Social values ısignificantly predicted Luxury Purchase Intention while Individual ıValue did not. ıCultural Dimension did not moderate the relationship between Functional Value ıand ıLuxury Purchase Intention. Individualism moderated the relationship ıbetween ıConspicuousness and Luxury Purchase Intention. The relationship between ıConspicuousness and ıLuxury Purchase Intention was stronger within the high ıindividualism group. Meanwhile, Guilt ımoderated the relationship between Uniqueness ıand Luxury Purchase Intention. The relationship ıbetween Uniqueness and Purchase ıIntention was stronger within the high guilt group. However, ıCultural Dimension and ıConsumer Guilt did not moderate the relationship between Individual ıValue and Luxury ıPurchase Intention. Attitude toward Luxury did not mediate the relationship ıbetween ıFunctional and Social Value and Luxury Purchase Intention but it is partially mediated ıby ıthe relationship between Individual Values and Luxury Purchase Intentions. These results ıadd ıto the existing literature by addressing consumer guilt and Middle Eastern culture to ıluxury ımarketing, which can then be used for marketing purposes and to increase the sales ıof luxury ıbrands. Theoretical and practical implications were provided based on the ıresults.ı

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