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Intimacy of Russian Upper Middle Class with Luxury Fashion
Russia has developed into one of the most important markets for
luxury goods in the world. The aim of this study is to determine the
factors influencing Russian consumers? intentions to purchase luxury
fashion goods. We focus on the growing high-middle- and middle-
class consumer behavior patterns. This study attempts to contest
practitioners? knowledge and folklore with research hypotheses and
to evaluate these in a rigorous quantitative process. We investigate the
factors influencing Russian consumers? intentions to purchase goods
of luxury fashion brands based on two different models. The ?Attitude
toward Luxury Brands? (social-adjustive function) quantifies the extent
to which luxury brands are facilitating self-expression of the owner
and the projection of a particular image in socia settings. Additionally,
we use the ?Attitude toward Luxury Brands? (value-expressive
function) in order to quantify the degree to which luxury brands are
expressing the buyer?s self (beliefs, attitudes, values). The results of
our analysis confirm practitioners? prior beliefs that Russian consumer
behavior patterns in luxury markets predominantly correspond to
characteristics of symbolic consumption.
Autor
Prof. Dr. Ralf Wagner
Anna Peshkova, Taylan Urkmez
 
ArtikelFachbereichFachrichtung
2016BetriebswirtschaftslehreMarketing/Absatz
 
Schlagwörter
consumer behavior, Luxury Fashion, Upper middle Class, Russia