Effects of purchasing luxury fashion goods on cusumers social approval feeling / Marie LEROY / 2023

Titre : Effects of purchasing luxury fashion goods on cusumers social approval feeling Type de document : Mémoire Auteurs : Marie LEROY, Auteur Année de publication : 2023 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; MARKETING ACHAT Résumé : Luxury consumption has become a common phenomenon in today’s society, with consumers increasingly using these items to express their social status and seek approval from their peers. This research provides valuable insights on the understanding of the psychological mechanisms that underlie this behavior. A qualitative study was conducted to understand the motivations linked with the purchase of luxury products, the impact of social approval, and the differences which can occur within social norms or cultures. It seems that the main motivations are linked with the high quality and durability of the product, as well as the uniqueness of the item and the status that comes along with it. Also, it has been shown that social approval highly influences luxury goods consumption, even unconsciously. The study offers useful recommendations for luxury firms and marketers who wish to satisfy customers' desire for social acceptance through luxury purchase. Companies may successfully adjust their marketing strategies to align with their target audience by understanding the emotional requirements and motivations of their consumers. The research also highlights the emotional rewards associated with owning luxury items, and the effects post-consumption, which are mostly positive on the short-term but can transform into guilt and regret, mostly due to financial reasons. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581964