IJSRP, Volume 9, Issue 12, December 2019 Edition [ISSN 2250-3153]
S. Sumith De Silva, Prof. Dr. Ali Khatibi, Dr. S. M. Ferdous Azam
Abstract:
The consumption of luxury brands is influenced by a number of factors such as consumers’ attitude, identity, personality, mindset, values, social influence and financial power, etc. Researchers have conducted a number of scholarly studies on consumption of luxury brands in rich Western countries, and have analyzed the behavioral outcomes of consumers in terms of hedonism, prestige, uniqueness, quality, and conspicuous consumption