Abstract

Purpose – This study aims to investigate the latent determinants of the purchasing intention for fashion luxury goods. Design/methodology/approach – A total of 40 in-depth interviews were conducted with Italian customers in a fashion luxury goods store in Italy. Qualitative research was employed in data collection using the laddering technique and the Means-End Chain (MEC) analysis. Findings – Results showed that consumers buy luxury fashion goods mainly to match their lifestyle, thus satisfying their inner drives. The hierarchical value map resulting from the data collection and elaboration demonstrates that self-confidence and self-fulfillment are the main hidden final values when buying and consuming luxury goods. Implications for marketers are related to tailoring products, brand values and communication messages to the subjective, self-rewarding and “internalized” consumption sought after by consumers. Originality/value – The contribution of the study is based on the use of the laddering technique and the Means-End Chain (MEC) analysis for investigating latent determinants of purchase intention for fashion luxury goods. Moreover, the study examines this topic in the Italian market, which represents a relevant instance of mature market for fashion luxury goods.

Autore Pugliese

• Guido Gianluigi

Tutti gli autori

• C. Amatulli , G. Guido

Titolo volume/Rivista

JOURNAL OF FASHION MARKETING AND MANAGEMENT

Anno di pubblicazione

2011

ISSN

1361-2026

ISBN

Non Disponibile

Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

Non Disponibile

Numero di citazioni Scopus

36

Ultimo Aggiornamento Citazioni

26/04/2018

Settori ERC

Non Disponibile

Codici ASJC

Non Disponibile