Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories

Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories

Several research attempts contributed to the literature related to lifestyle market segmentation mainly aimed to define lifestyle segments on a given product/service market in a positivist perspective. However, there is a lack of research interest on a normative perspective, questioning lifestyle se...

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Autor principal: Murat Akkaya
Formato: article
Lenguaje:ES
Publicado: Elsevier 2021
Materias:
Lifestyle market segmentation
Perceived value
Purchase intention
AIO
Business
HF5001-6182
Acceso en línea:https://doaj.org/article/191dd32525204b74aa33b14801a94a1a
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spelling oai:doaj.org-article:191dd32525204b74aa33b14801a94a1a2021-11-14T04:34:38ZUnderstanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories2444-883410.1016/j.iedeen.2021.100155https://doaj.org/article/191dd32525204b74aa33b14801a94a1a2021-09-01T00:00:00Zhttp://www.sciencedirect.com/science/article/pii/S2444883421000140https://doaj.org/toc/2444-8834Several research attempts contributed to the literature related to lifestyle market segmentation mainly aimed to define lifestyle segments on a given product/service market in a positivist perspective. However, there is a lack of research interest on a normative perspective, questioning lifestyle segmentation effectiveness to have a guidance for brands regarding how it impacts brand purchase intention in different product types and consumer groups in comparison to brand perceived value. Therefore, this research purposes to define a formulation understanding the impact of lifestyle segmentation on purchase intention in relation to brand perceived value. After defining lifestyle segments of four different product category consumers using an AIO scale approach; the relationships through lifestyle, brand value perception and purchase intention were analysed empirically by using multiple analysis methods for selected product categories. As a result, the lifestyle segmentation couldn't be defined as the main and direct driver of brand purchase intention while consumer's perceived values which are affected by lifestyle significantly impact the purchase intention and this value mapping varies across product categories.Murat AkkayaElsevierarticleLifestyle market segmentationPerceived valuePurchase intentionAIOBusinessHF5001-6182ESEuropean Research on Management and Business Economics, Vol 27, Iss 3, Pp 100155- (2021)
institution DOAJ
collection DOAJ
language ES
topic Lifestyle market segmentation
Perceived value
Purchase intention
AIO
Business
HF5001-6182
spellingShingle Lifestyle market segmentation
Perceived value
Purchase intention
AIO
Business
HF5001-6182
Murat Akkaya
Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories
description Several research attempts contributed to the literature related to lifestyle market segmentation mainly aimed to define lifestyle segments on a given product/service market in a positivist perspective. However, there is a lack of research interest on a normative perspective, questioning lifestyle segmentation effectiveness to have a guidance for brands regarding how it impacts brand purchase intention in different product types and consumer groups in comparison to brand perceived value. Therefore, this research purposes to define a formulation understanding the impact of lifestyle segmentation on purchase intention in relation to brand perceived value. After defining lifestyle segments of four different product category consumers using an AIO scale approach; the relationships through lifestyle, brand value perception and purchase intention were analysed empirically by using multiple analysis methods for selected product categories. As a result, the lifestyle segmentation couldn't be defined as the main and direct driver of brand purchase intention while consumer's perceived values which are affected by lifestyle significantly impact the purchase intention and this value mapping varies across product categories.
format article
author Murat Akkaya
author_facet Murat Akkaya
author_sort Murat Akkaya
title Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories
title_short Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories
title_full Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories
title_fullStr Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories
title_full_unstemmed Understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: An empirical study in different product categories
title_sort understanding the impacts of lifestyle segmentation & perceived value on brand purchase intention: an empirical study in different product categories
publisher Elsevier
publishDate 2021
url https://doaj.org/article/191dd32525204b74aa33b14801a94a1a
work_keys_str_mv AT muratakkaya understandingtheimpactsoflifestylesegmentationampperceivedvalueonbrandpurchaseintentionanempiricalstudyindifferentproductcategories
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