Patterns of Luxury Brand Consumption Motivations with Emphasis on Ethical and Psychological Motivations

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Shahniaei Issa; Hassanpour Gharghchi Ismail; Mohebbi Serajuddin; BAGHERI MEHDI

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Journal: Ethics in Science and Technology Year:2020 | Volume:14 | Issue:5 (Special Issue 02) Page(s): 178-185

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Information Journal Paper

Title

Patterns of Luxury Brand Consumption Motivations with Emphasis on Ethical and Psychological Motivations

Author(s)

Shahniaei Issa | Hassanpour Gharghchi Ismail | Mohebbi Serajuddin | BAGHERI MEHDI | Issue Writer Certificate

Keywords

Ethical motivationQ1

Psychological motivationQ1

Luxury brandQ1

Abstract

Background Nowadays, Luxury brand consumption in the Iranian society is evident, which requires to be strategically considered. The present study, using a qualitative approach, seeks to extract a pattern of Luxury brand consumption in Iran. Method The present study was a qualitative research based on data theory. The statistical population of the study consisted of academic experts and brand and marketing experts of the country. Using purposeful sampling and saturation principle, 15 individuals were selected as sample size and data were collected through semi-structured and in-depth interviews. Data coding methods (open coding, axial coding, and theoretical coding) were used to analyze the data. Results The model of Luxury brand consumption incentives in Iran can be classified into 8 main categories. These include: psychological, ethical, individual, economic, social, cultural, functional and demographic motivations. These motives were eventually divided into two categories: open and hidden, using theoretical literature and interviewing experts. Conclusion The social, cultural, economic, functional, and demographic motives for luxury band consumption, or luxury, are obvious. But behind that are hidden motives. Individual, psychological, and Ethical motivations are less tangible and are of particular importance for Luxury brand consumption.

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APA: Copy

Shahniaei, Issa, Hassanpour Gharghchi, Ismail, Mohebbi, Serajuddin, & BAGHERI, MEHDI. (2020). Patterns of Luxury Brand Consumption Motivations with Emphasis on Ethical and Psychological Motivations. ETHICS IN SCIENCE & TECHNOLOGY, 14(5 (Special Issue 02)), 178-185. SID. https://sid.ir/paper/122866/en

Vancouver: Copy

Shahniaei Issa, Hassanpour Gharghchi Ismail, Mohebbi Serajuddin, BAGHERI MEHDI. Patterns of Luxury Brand Consumption Motivations with Emphasis on Ethical and Psychological Motivations. ETHICS IN SCIENCE & TECHNOLOGY[Internet]. 2020;14(5 (Special Issue 02)):178-185. Available from: https://sid.ir/paper/122866/en

IEEE: Copy

Issa Shahniaei, Ismail Hassanpour Gharghchi, Serajuddin Mohebbi, and MEHDI BAGHERI, “Patterns of Luxury Brand Consumption Motivations with Emphasis on Ethical and Psychological Motivations,” ETHICS IN SCIENCE & TECHNOLOGY, vol. 14, no. 5 (Special Issue 02), pp. 178–185, 2020, [Online]. Available: https://sid.ir/paper/122866/en

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