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Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions
Abstract
Luxury goods, once exclusive to the elite of the society, are now available to a markedly large customer segment, mainly due to the process of democratization. However, academic scrutiny on the influence of democratization on luxury consumption is lacking. This research aims to fill this crucial gap in the extant body of knowledge by offering a unified conceptualization of the construct - democratization of luxury. The study operationalizes this...
Paper Details
Title
Is luxury democratization impactful? Its moderating effect between value perceptions and consumer purchase intentions
Published Date
Feb 1, 2022
Journal
Volume
139
Pages
782 - 793
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