Strategic Role of Social and Cultural Motives behind Luxury Brand Consumption in Iran Using Combined Research Approach

Document Type : Original Article

Authors

1 Ph.D Student, Department of Business Administration, Islamic Azad University, Branch of Qeshm

2 Assistant Professor, Department of Business Administration, Islamic Azad University

3 Assistant Professor, Department of Management, Islamic Azad University, Branch of Qeshm

4 Associate Professor, Department of Business Administration, Islamic Azad University

Abstract

Considering the strategic significance of consumerism and extravagancy, this study aims at finding the motives behind luxury brand consumption (LBC) in the social and cultural context of Iran's society. The method used in this research is mixed (qualitative-quantitative). First, using the qualitative Grounded Theory (GT) method, the social and cultural dimensions of the subject were determined. Next, the required data were collected through a questionnaire worked out by the researchers. Regarding the purpose, the adopted method was applied; in terms of data type it was mixed; and in terms of data collection it was cross-sectional. In the first part, the sample included 15 Iranian academic experts and brand and marketing experts selected on the basis of purposeful sampling and saturation principle. In the second part, the consumers of luxury brands (clothing and watch) were studied. The questionnaire data, the reliability of which had been examined and confirmed by Cronbach's alpha coefficient, were tested through confirmatory factor analysis (CFA). The results showed that the highest social motives behind Iranians' LBC were fame, self-description, showing-off, conformity to social mode, position and credibility, endorsement, while the strong cultural motives were social norms, individualism-collectivism, religion, and patriotism. In contrast to cultural motives, social ones seemed to play a more strategic role in LBC in Iran. Moreover, among the social motives, self-description and thirst for higher social prestige; and among the cultural motives, religion, and patriotism were particularly significant.

Keywords


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  • Receive Date: 17 July 2019
  • Revise Date: 25 December 2019
  • Accept Date: 10 January 2020
  • First Publish Date: 21 May 2020