The determinants of personal luxury purchase intentions in a recessionary environment

Davari, A., Iyer, P., Guzmán, F. and Veloutsou, C. (2022) The determinants of personal luxury purchase intentions in a recessionary environment. Journal of Marketing Management, 38(13-14), pp. 1401-1432. (doi: 10.1080/0267257X.2022.2035798)

Abstract

Luxury brand consumption has remained strong even in countries with recessions. This study explores the role of personal factors, socio-cognitive factors, and potential marketing forces, in driving consumers’ luxury purchase intentions in a market that is struggling to recover from a recession – Greece. Data were collected using a self-administered survey via an online panel. The results indicate that consumers’ need to escape and impulsiveness are positively associated with luxury brand purchase intentions in a recession. Sales promotions moderate the relationship between escape, self-expression, and luxury brand purchase intentions. Consumers’ perceptions about the recession effect on society also moderate the relationship between escape, self-expression, social status, and luxury brand purchase intentions. This study contributes to the literature and practice of luxury branding in recession by identifying the interplay between various personal, social, and marketing factors that can influence luxury brand purchase intentions in a recessionary environment.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Veloutsou, Professor Cleopatra
• Authors: Davari, A., Iyer, P., Guzmán, F., and Veloutsou, C.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Marketing Management
• Publisher: Taylor & Francis
• ISSN: 0267-257X
• ISSN (Online): 1472-1376
• Published Online: 14 February 2022
• Copyright Holders: Copyright © 2022 Westburn Publishers Ltd.
• First Published: First published in Journal of Marketing Management 38(13-14): 1401-1432
• Publisher Policy: Reproduced in accordance with the publisher copyright policy