Direct and indirect predictors of luxury products purchase intention : case of Moroccan University students

Dissertant

Basim, Sinhaji Ahmad

Thesis advisor

Bachleda, Catherine Louise

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

Marketing

Topics

• Consumers
• Marketing
• Attitudes
• Morocco
• Luxuries

No. of Pages

43

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-629279