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Title
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Consumers luxury perception and purchase intentions in the Islamic market
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Author
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Abstract
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| Although the Islamic market offers a sizeable potential for luxury brands’ expansion, there is relatively little knowledge about Muslims’ motives to purchase luxury, in particular. A growing stream of research on Islamic advertising and marketing highlights the need for a customized approach to the Islamic market. Thus, this dissertation aims to assist global luxury marketers targeting this market to know what triggers Muslims’ luxury purchase intentions. The dissertation first offers a systematic review of the existing literature on Muslims’ luxury perception and consumption, and the extent to which they are driven by religion or religiosity. An integrated framework of luxury buying intention antecedents is proposed. Stirred by the identified literature gaps, a cross-cultural study with 600 Muslims in Kuwait and the UK is conducted to contrast the impact of perceived luxury values on consumers’ purchase intentions between these two markets. Then, we zoom in on Kuwait, a potential under-investigated luxury market, to better comprehend the influence of religiosity and AGCC on Muslims’ perception of luxury values. Muslims’ luxury purchases are motivated by luxury perfectionism, extended self, hedonism, materialism, and conspicuousness. In contrast, luxury uniqueness and sustainability discourage Muslims’ luxury purchases. Cultural differences in the importance of luxury values in Muslims' buying intentions are also observed. The impact of the perceived conspicuousness is greater in Kuwait than in the UK, whereas the effect of materialistic and hedonic values of luxury on purchase intentions is significantly greater for Muslims in the UK than in Kuwait. Across the two countries, perceived personal values exert a significantly greater effect on luxury purchase intentions than perceived social values. Besides, more religious consumers more strongly value luxury perfectionism, extended self, materialistic, conspicuous, and sustainable values. AGCC enhances Muslims’ perception of all luxury values understudy and as societies become more global, the value of luxury as an extension of the self should increase. The findings can help luxury marketers devise more effective (country-specific) branding strategies congruent with target consumers' identities. |
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Language
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English
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Publication
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Antwerp
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University of Antwerp, Faculty of Business and Economics, Marketing Department
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2021
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ISBN
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978-90-5728-686-5
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Volume/pages
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141 p.
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Note
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:
Dens, Nathalie [Supervisor]
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Full text (publisher's version - intranet only)
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