Direct and indirect predictors of luxury products purchase intention : case of Moroccan University students
Dissertant
Thesis advisor
University
Al Akhawayn University
Faculty
The School of Business Administration
University Country
Morocco
Degree
Master
Degree Date
2013
English Abstract
Perceived value and purchase intention is the objective of almost all luxury product marketing strategies with variables such as scarcity and uniqueness being found to enhance the desirability of such products.
However, whilst prior research has advanced understanding of the single variables important to perceived value and purchase intention, there is a paucity of studies that have simultaneously tested a range of variables on value and purchase intention in luxury products.
Thus, this study develops a comprehensive model to explore how perceived scarcity, assumed expensiveness, perceived quality, perceived sacrifice, perceived uniqueness, and materialism influence purchase intention through the mediating variable of perceived value.
The findings show that perceived scarcity, perceived quality, perceived uniqueness, and materialism positively influence perceived value whereas assumed expensiveness and perceived sacrifice are negatively link to it.
Finally, purchase intention is positively impacted by perceived value.
Main Subjects
Topics
No. of Pages
43
Table of Contents
Table of contents.
Abstract.
Chapter One : Introduction and problem identification.
Chapter Two : Research objectives.
Chapter Three : Potential audience.
Chapter Four : Literature review.
Chapter Five : Research model.
Chapter Six : Methodology.
Chapter Seven : Context.
Chapter Eight : Questionnaire construction and measures.
Chapter Nine : Data Analysis
Chapter Ten : Discussion and conclusion.
References.
American Psychological Association (APA)
Basim, Sinhaji Ahmad. (2013). Direct and indirect predictors of luxury products purchase intention : case of Moroccan University students. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-629279
Modern Language Association (MLA)
Basim, Sinhaji Ahmad. Direct and indirect predictors of luxury products purchase intention : case of Moroccan University students. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2013).
https://search.emarefa.net/detail/BIM-629279
American Medical Association (AMA)
Basim, Sinhaji Ahmad. (2013). Direct and indirect predictors of luxury products purchase intention : case of Moroccan University students. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-629279
Language
English
Data Type
Arab Theses
Record ID
BIM-629279