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Iranian Luxury Consumption: Impact of Status Consumption, Informational Interpersonal Influences, Brand Origin and Interdependent Self-Construal

Author Affiliations

  • 1Department of Business Management, Branch, Shahid Beheshti University (SBU), Tehran, IRAN
  • 2 Master of Business Management, Shahid Bahonar University of Kerman
  • 3 Master of Business Management, Islamic Azad university of Ayatollah Amoli, Amol, Mazandaran, IRAN
  • 4 Department of Management, Firozkoh Branch, Islamic Azad University, IRAN
  • 5 Master of Public Administration, Islamic Azad University, Kerman Branch, IRAN

Res. J. Recent Sci., Volume 3, Issue (3), Pages 4-11, March,2 (2014)

Abstract

The development of luxury consumption around the world has caused that this market allocate a big share for itself in commercial exchanges. With aim of knowing more the condition of jewellery market in Iran and the behaviour of this market’s customers, this study has examined the influence of some factors such as: status consumption, informational interpersonal influences, brand origin and interdependent self-construal on their purchase intention. A number of 435 consumers participated in this study and the received data from the questioners via structural equations modelling were analyzed. What becomes clear from the study results is that the status consumption, brand origin and informational interpersonal influences have had positive effect on consumers’ purchase intention. It also shows that informational interpersonal influences affect on the status consumption positively but the influence of interdependent self-construal on purchase intention and status consumption is negative.

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