Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa

This study examines the underlying mechanisms for predicting luxury purchase intentions in the context of an emerging market. The authors propose a conceptual model that tests the predictive role of culture and the mediating effect of individual values and value-expressiveness to explain luxury purc...

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Autores principales:	Ayanda Zici, Emmanuel Silva Quaye, Divaries Cosmas Jaravaza, Yvonne Saini
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	luxury purchase intentions individualism-collectivism personal values self-enhancement materialism value-expressiveness brand image Psychology BF1-990 Neurophysiology and neuropsychology QP351-495
Acceso en línea:	https://doaj.org/article/78119a09c79e47a6855a1bcf6eb9b2f9
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spelling	oai:doaj.org-article:78119a09c79e47a6855a1bcf6eb9b2f92021-11-04T15:51:55ZLuxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa2331-190810.1080/23311908.2021.1991728https://doaj.org/article/78119a09c79e47a6855a1bcf6eb9b2f92021-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311908.2021.1991728https://doaj.org/toc/2331-1908This study examines the underlying mechanisms for predicting luxury purchase intentions in the context of an emerging market. The authors propose a conceptual model that tests the predictive role of culture and the mediating effect of individual values and value-expressiveness to explain luxury purchase intentions. To determine the antecedents of luxury brand purchase decisions, a survey of South African luxury consumers was carried out. Based on the hierarchy-of-effect model of values, this study supports the notion that higher-order cultural values—individualism and collectivism have predictive influence on individual-level values, self-enhancement, and materialism, which in turn, affect luxury brands’ value-expressiveness to predict luxury purchase intentions. The study results also reveal that luxury brands’ image interacts with value-expressiveness to explain luxury purchase intentions. Also confirmed was the direct effect of individualism and luxury purchases, whereas collectivism was not confirmed.Ayanda ZiciEmmanuel Silva QuayeDivaries Cosmas JaravazaYvonne SainiTaylor & Francis Grouparticleluxury purchase intentionsindividualism-collectivismpersonal valuesself-enhancementmaterialismvalue-expressivenessbrand imagePsychologyBF1-990Neurophysiology and neuropsychologyQP351-495ENCogent Psychology, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	luxury purchase intentions individualism-collectivism personal values self-enhancement materialism value-expressiveness brand image Psychology BF1-990 Neurophysiology and neuropsychology QP351-495
spellingShingle	luxury purchase intentions individualism-collectivism personal values self-enhancement materialism value-expressiveness brand image Psychology BF1-990 Neurophysiology and neuropsychology QP351-495 Ayanda Zici Emmanuel Silva Quaye Divaries Cosmas Jaravaza Yvonne Saini Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa
description	This study examines the underlying mechanisms for predicting luxury purchase intentions in the context of an emerging market. The authors propose a conceptual model that tests the predictive role of culture and the mediating effect of individual values and value-expressiveness to explain luxury purchase intentions. To determine the antecedents of luxury brand purchase decisions, a survey of South African luxury consumers was carried out. Based on the hierarchy-of-effect model of values, this study supports the notion that higher-order cultural values—individualism and collectivism have predictive influence on individual-level values, self-enhancement, and materialism, which in turn, affect luxury brands’ value-expressiveness to predict luxury purchase intentions. The study results also reveal that luxury brands’ image interacts with value-expressiveness to explain luxury purchase intentions. Also confirmed was the direct effect of individualism and luxury purchases, whereas collectivism was not confirmed.
format	article
author	Ayanda Zici Emmanuel Silva Quaye Divaries Cosmas Jaravaza Yvonne Saini
author_facet	Ayanda Zici Emmanuel Silva Quaye Divaries Cosmas Jaravaza Yvonne Saini
author_sort	Ayanda Zici
title	Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa
title_short	Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa
title_full	Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa
title_fullStr	Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa
title_full_unstemmed	Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa
title_sort	luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in south africa
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/78119a09c79e47a6855a1bcf6eb9b2f9
work_keys_str_mv	AT ayandazici luxurypurchaseintentionstheroleofindividualismcollectivismpersonalvaluesandvalueexpressiveinfluenceinsouthafrica AT emmanuelsilvaquaye luxurypurchaseintentionstheroleofindividualismcollectivismpersonalvaluesandvalueexpressiveinfluenceinsouthafrica AT divariescosmasjaravaza luxurypurchaseintentionstheroleofindividualismcollectivismpersonalvaluesandvalueexpressiveinfluenceinsouthafrica AT yvonnesaini luxurypurchaseintentionstheroleofindividualismcollectivismpersonalvaluesandvalueexpressiveinfluenceinsouthafrica
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Luxury purchase intentions: the role of individualism-collectivism, personal values and value-expressive influence in South Africa

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