Research Article
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The Effect of the Consumer Arrogance on the Luxury Fashion Products Purchase Intention

Year 2022, Volume: 19 Issue: 47, 413 - 426, 31.05.2022
https://doi.org/10.26466/opusjsr.1060337

Abstract

When the development of the global luxury product market is examined, it is seen that despite the changes in economic conditions, the luxury product market volume continues to grow with increasing momentum. When the Turkish luxury products category is examined, the luxury goods category has had the most expansion. The growth of the luxury product market and the increasing demand for luxury products have increased the importance of analyzing the consumption behavior of consumers towards luxury products. Consumer behavior is affected by various factors, one of which is the arrogance factor addressed in our study. Arrogant consumers reflect their social status and superiority through consumption and are willing to buy luxury products. In this study, while examining the effect of consumer arrogance on the intention to buy luxury fashion items, The Theory of Reasoned Action (TRA) was used. A survey form was prepared in accordance with the purpose of the research and an online questionnaire was applied to 282 individuals living and consuming luxury in Turkey. The data obtained were tested through SEM (Structural Equation Model) and it was concluded that consumer arrogance influenced the intention to buy luxury fashion items.

References

  • Abalkhail, T. (2015). An assessment of values concerning luxury brand purchase intention: a cross-culture comparison. Louisiana State University and Agricultural and Mechanical College, Louisiana.
  • Ajitha, S. and Sivakumar, V.J. (2017). Understanding the effect of personal and social value on attitude and usage behaviour of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39(c), 103-113.
  • Aksoy, H. (2019). Türk tüketicilerin lüks ürün satın alma davranışları üzerinde dinin etkisinin analiz edilmesi. Gaziantep University Journal of Social Sciences, 18(2), 581-596.
  • Aksoy, H. and Abdulfatai, O. Y. (2019). Exploring the impact of religiousness and culture on luxury fashion goods purchasing intention: A behavioral study on Nigerian Muslim consumers. Journal of Islamic Marketing, 10(3), 768-789.
  • Balıkçıoğlu, B. Arslan, M. (2019a). The Effect of Greed and Materialism on Life Satisfaction: The Mediating Role of Consumer Arrogance. Akar, C., Kapucu, H., (Eds.), Contemporary Challenges in Business and Life Sciences, vols. (119–134). IJOPEC Publication Limited.
  • Balıkçıoğlu, B. and Arslan, M. (2019b). A cross-cultural validation of consumer arrogance scale in Turkey and Romania. Ege Academic Review, 19(4), 411-424.
  • Bellis E., Herrmann A., Sprott D. and Bierhoff, E. (2016). The influence of trait and state narcissism on the uniqueness of mass-customized products. Journal of Retail, 92(2), 162-172.
  • Berry, C.J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation. Cambridge: Cambridge University Press.
  • Berthon, P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66.
  • Blazquez, M., Alexander, B. and Fung, K. (2020). Exploring Millennial's perceptions towards luxury fashion wearable technology. Journal of Fashion Marketing and Management: An International Journal, 24(3), 343-359.
  • Brown, H. T. (2012). So, what if i don’t have an iphone? The unintended consequences of using arrogance in advertising. Journal of Applied Business Research, 28(4),555-562.
  • Chan, K. (2006). Young consumers and perception of brands in Hong Kong: A qualitative study. J. Prod. Bran. Manag., 15(7), 416–426.
  • Chin, W. W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1) 7-16.
  • Chinomona, R., Mahlangu, D. and Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181.
  • Cisek, S. Z., Sedikides, C., Hart, C. M., Godwin, H. J., Benson, V. and Liversedge, S. P. (2014). Narcissism and consumer behaviour: A review and preliminary findings. Frontiers in Psychology, 5, 1-9.
  • Conner, M., Kirk, S.F.L., Cade, J.E. and Barrett, J.H. (2001). Why do women use dietary supplements? The use of the theory of planned behavior to explore beliefs about their use. Social Science and Medicine, 52(4), 621-633.
  • Crosby, L.A. and Muehling, D.D. (2001). External variables and the Fishbein model: mediation, moderation, or direct effects? Advances in Consumer Research, 10, 94-99.
  • Das, G. (2014). Factors Affecting Indian Shoppers' Attitude and Purchase Intention: An Empirical Check. Journal of Retailing and Consumer Services, 21, 561-569.
  • Deolitte. (2019). Türkiye’de lüks sektörü: Lüksün yükselişi.https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consumer-business/turkiyede-luks-sektoru-luksun-yukselisi.pdf
  • Dewey, D. N. (2009). Back to the future of luxury (2nd ed.). The Luxury Marketing Council and The French -American Chamber of Commerce.
  • Dikmen, G. (2008). Lüks marka pazarlaması, Vertu örneği. İstanbul Ticaret Üniversitesi İletişim Fakültesi Dergisi, 31, 51- 64.
  • Dootson, P., Lings, I., Beatson, A., and Johnston, K. A. (2017). Deterring deviant consumer behaviour: when ‘it’s wrong, don’t do it doesn’t work. Journal of Marketing Management, 33(15-16), 1355-1383.
  • Esmaeilpour, F. (2013). The role of functional andsymbolic brand associations onbrand loyalty- a study on luxury brands. Journal of Fashion Marketing and Management, 19(4), 467-484.
  • EuroMonitor International. (2021). Luxury Goods in Turkey-Luxury Goods in 2021: The big picture, Country Report, https://www.euromonitor.com/luxury-goods-in-turkey/report.
  • Fielding, K.S., McDonald, R. and Louis, W.R. (2008). Theory of planned behavior, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28, 18-326.
  • Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading. MA: Addition-Wesley, 1-577.
  • Fornell, C, Larcker, D.F. (1998). Structural equation models with unobservable variables and measurement error: algebra and statistics. J. Mark. Res. 18(3), 382-388.
  • Godey, B., Lagier, J. and Pederzoli, D. (2009). A measurement scale of ‘aesthetic style’ applied to luxury goods stores, International Journal of Retail and Distribution Management, 37,527-537.
  • Hauck, W. and Stanforth, N. (2007). Cohort perception of luxury goods and services. Journal of Fashion Marketing and Management: An International Journal, 11(2), 177-188.
  • Hayward, M. L. and Hambrick, D. C. (1997). Explaining the premiums paid for large acquisitions: Evidence of CEO hubris. Administrative Science Quarterly, 42(1),103-127.
  • Heine, K. (2012). The concept of luxury brands. Second Edition. Emlyon Business School Markets and Innovation Department.
  • Heine, K. and Phan, M. (2011). Trading-up mass-market goods to luxury products. Australasian Marketing Journal, 19, 108-114.
  • Hirschman, E. C. (1991). Presidential address secular mortality and the dark side of consumer behavior: Or how semiotics saved my life. Advances in Consumer Research, 18, 1-4.
  • Jain S, Khfan M. and Mishra S. (2017). Understanding consumer behavior regarding luxury fashion goods in india based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4-21.
  • Jang, H. W., and Cho, M. (2022). The relationship between ugly food value and consumers’ behavioral intentions: Application of the Theory of Reasoned Action. Journal of Hospitality and Tourism Management, 50, 259-266.
  • Johnson, R. E., Silverman, S. B., Shyamsunder, A., Swee, H. Y., Rodopman, O. B., Cho, E. and Bauer, J. (2010). Acting superior but actually inferior? Correlates and consequences of workplace arrogance. Human Performance, 23(5), 403-427.
  • Kang, Y. J. and Park, S. Y. (2016). The perfection of the narcissistic self: A qualitative study on luxury consumption and customer equity. Journal of Business Research, 69(9),3813-3819.
  • Kim, K., Kyung H., Eunju Ko, Bing Xu and Yoosun Han. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 10(65), 1495-1499.
  • Kireçci, N. A. (2015). Giyim modasında “yeni lüks” ve genç tüketicilerin davranışlarına etkisi. Doktora Tezi. Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Kurnaz, A. (2019). Lüks ve satın alma niyeti. Ankara: Gazi Kitabevi.
  • Loureiro, S., Sandra M.C., and Cristiano M. B. A. (2014). Luxury values and experience as drivers for consumers to recommend and pay more. Journal of Retailing and Consumer Services, 21, 394–400.
  • Martin B., Jin H., O'Connor P. J. and Hughes C. (2019). The relationship between narcissism and consumption behaviors: Acomparison of measures. Personality And Individual Differences, 141,196-199.
  • Mishra, D., Akman, I. and Mishra, A. (2014). Theory of reasoned action application for green information technology acceptance. Computers in Human Behavior, 36, 29-40.
  • Monkge, T. A., and Makgosa, R. (2021). Burying the dead: Predicting the purchase intentions for funeral products using the theory of reasoned action. Global Business Review, 22(6) 1-16.
  • Okonkwo, U. (2007). Luxury Fashion Branding: Strategy, Tactics, Techniques. Palgrave Macmillan, New York, p.1-332.
  • Okonkwo, U. (2009). Sustaining the luxury brand on the Internet. Journal of Brand Managament, 16, 302–310.
  • Patton, M.Q. (2002). Qualitative research and evaluation methods, 3rd ed., Sage, Thousand Oaks, CA.
  • Paulhus, D. L. and Williams, K. M. (2002). The dark triad of personality: Narcissism, machiavellianism, and psychopathy. Journal of Research İn Personality, 36(6), 556-563.
  • Pilch I. and Górnik-Durose M. E, (2017). Grandiose and vulnerable narcissism, materialism, money attitudes, and consumption preferences. The Journal of Psychology, 151(2), 185-206.
  • Ruvio, A. A. and Shoham, A. (2016). Consumer arrogance: Scale development and validation. Journal of Business Research, 69(2016), 3989-3997.
  • Ruvio, A., Bagozzi, R. P., Hult, G. T. M. and Spreng, R. (2020). Consumer arrogance and word-of-mouth. Journal of the Academy of Marketing Science, 48(6), 1116-1137.
  • Sari, D. and Kusuma, B. (2014). Does luxury brand perception matter in purchase intention? A Comparison between a Japanese brand and a German brand. Asean Marketing Journal, 6(1), 50-63.
  • Sedikides, C., Cisek, S., and Hart, C. M. (2011). Narcissism and Brand Name Consumerism. Campbell W.K. and Miller J.D. (Ed.) Handbook of narcissism and narcissistic personality disorder: Theoretical approaches, empirical findings, and treatment, Hoboken, NJ: Wiley, p.1-511.
  • Shukla, P. (2010). Status consumption in cross-national context: socio-psychological, brand and situational antecedents. International Marketing Review, 27(1), 108-129.
  • Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46(2), 242-252.
  • Tian, K.T., Bearden, W.O. and Hunter, G.L. (2001). Consumer’s need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66.
  • Trumbull, D. (2010). Hubris: A Primal Danger. Psychiatry, 73(4):341-351.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı Faktör Analizlerinin Kullanılması. Istanbul University Journal of the School of Business, 46(Özel Sayı), 74-85.
  • Yılmaz, V. (2004). Lisrel ile yapısal eşitlik modelleri: Tüketici şikâyetlerine uygulanması. Sosyal Bilimler Dergisi, 1(1), 78-90.
Year 2022, Volume: 19 Issue: 47, 413 - 426, 31.05.2022
https://doi.org/10.26466/opusjsr.1060337

Abstract

References

  • Abalkhail, T. (2015). An assessment of values concerning luxury brand purchase intention: a cross-culture comparison. Louisiana State University and Agricultural and Mechanical College, Louisiana.
  • Ajitha, S. and Sivakumar, V.J. (2017). Understanding the effect of personal and social value on attitude and usage behaviour of luxury cosmetic brands. Journal of Retailing and Consumer Services, 39(c), 103-113.
  • Aksoy, H. (2019). Türk tüketicilerin lüks ürün satın alma davranışları üzerinde dinin etkisinin analiz edilmesi. Gaziantep University Journal of Social Sciences, 18(2), 581-596.
  • Aksoy, H. and Abdulfatai, O. Y. (2019). Exploring the impact of religiousness and culture on luxury fashion goods purchasing intention: A behavioral study on Nigerian Muslim consumers. Journal of Islamic Marketing, 10(3), 768-789.
  • Balıkçıoğlu, B. Arslan, M. (2019a). The Effect of Greed and Materialism on Life Satisfaction: The Mediating Role of Consumer Arrogance. Akar, C., Kapucu, H., (Eds.), Contemporary Challenges in Business and Life Sciences, vols. (119–134). IJOPEC Publication Limited.
  • Balıkçıoğlu, B. and Arslan, M. (2019b). A cross-cultural validation of consumer arrogance scale in Turkey and Romania. Ege Academic Review, 19(4), 411-424.
  • Bellis E., Herrmann A., Sprott D. and Bierhoff, E. (2016). The influence of trait and state narcissism on the uniqueness of mass-customized products. Journal of Retail, 92(2), 162-172.
  • Berry, C.J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation. Cambridge: Cambridge University Press.
  • Berthon, P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66.
  • Blazquez, M., Alexander, B. and Fung, K. (2020). Exploring Millennial's perceptions towards luxury fashion wearable technology. Journal of Fashion Marketing and Management: An International Journal, 24(3), 343-359.
  • Brown, H. T. (2012). So, what if i don’t have an iphone? The unintended consequences of using arrogance in advertising. Journal of Applied Business Research, 28(4),555-562.
  • Chan, K. (2006). Young consumers and perception of brands in Hong Kong: A qualitative study. J. Prod. Bran. Manag., 15(7), 416–426.
  • Chin, W. W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22(1) 7-16.
  • Chinomona, R., Mahlangu, D. and Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), 181.
  • Cisek, S. Z., Sedikides, C., Hart, C. M., Godwin, H. J., Benson, V. and Liversedge, S. P. (2014). Narcissism and consumer behaviour: A review and preliminary findings. Frontiers in Psychology, 5, 1-9.
  • Conner, M., Kirk, S.F.L., Cade, J.E. and Barrett, J.H. (2001). Why do women use dietary supplements? The use of the theory of planned behavior to explore beliefs about their use. Social Science and Medicine, 52(4), 621-633.
  • Crosby, L.A. and Muehling, D.D. (2001). External variables and the Fishbein model: mediation, moderation, or direct effects? Advances in Consumer Research, 10, 94-99.
  • Das, G. (2014). Factors Affecting Indian Shoppers' Attitude and Purchase Intention: An Empirical Check. Journal of Retailing and Consumer Services, 21, 561-569.
  • Deolitte. (2019). Türkiye’de lüks sektörü: Lüksün yükselişi.https://www2.deloitte.com/content/dam/Deloitte/tr/Documents/consumer-business/turkiyede-luks-sektoru-luksun-yukselisi.pdf
  • Dewey, D. N. (2009). Back to the future of luxury (2nd ed.). The Luxury Marketing Council and The French -American Chamber of Commerce.
  • Dikmen, G. (2008). Lüks marka pazarlaması, Vertu örneği. İstanbul Ticaret Üniversitesi İletişim Fakültesi Dergisi, 31, 51- 64.
  • Dootson, P., Lings, I., Beatson, A., and Johnston, K. A. (2017). Deterring deviant consumer behaviour: when ‘it’s wrong, don’t do it doesn’t work. Journal of Marketing Management, 33(15-16), 1355-1383.
  • Esmaeilpour, F. (2013). The role of functional andsymbolic brand associations onbrand loyalty- a study on luxury brands. Journal of Fashion Marketing and Management, 19(4), 467-484.
  • EuroMonitor International. (2021). Luxury Goods in Turkey-Luxury Goods in 2021: The big picture, Country Report, https://www.euromonitor.com/luxury-goods-in-turkey/report.
  • Fielding, K.S., McDonald, R. and Louis, W.R. (2008). Theory of planned behavior, identity and intentions to engage in environmental activism. Journal of Environmental Psychology, 28, 18-326.
  • Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading. MA: Addition-Wesley, 1-577.
  • Fornell, C, Larcker, D.F. (1998). Structural equation models with unobservable variables and measurement error: algebra and statistics. J. Mark. Res. 18(3), 382-388.
  • Godey, B., Lagier, J. and Pederzoli, D. (2009). A measurement scale of ‘aesthetic style’ applied to luxury goods stores, International Journal of Retail and Distribution Management, 37,527-537.
  • Hauck, W. and Stanforth, N. (2007). Cohort perception of luxury goods and services. Journal of Fashion Marketing and Management: An International Journal, 11(2), 177-188.
  • Hayward, M. L. and Hambrick, D. C. (1997). Explaining the premiums paid for large acquisitions: Evidence of CEO hubris. Administrative Science Quarterly, 42(1),103-127.
  • Heine, K. (2012). The concept of luxury brands. Second Edition. Emlyon Business School Markets and Innovation Department.
  • Heine, K. and Phan, M. (2011). Trading-up mass-market goods to luxury products. Australasian Marketing Journal, 19, 108-114.
  • Hirschman, E. C. (1991). Presidential address secular mortality and the dark side of consumer behavior: Or how semiotics saved my life. Advances in Consumer Research, 18, 1-4.
  • Jain S, Khfan M. and Mishra S. (2017). Understanding consumer behavior regarding luxury fashion goods in india based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4-21.
  • Jang, H. W., and Cho, M. (2022). The relationship between ugly food value and consumers’ behavioral intentions: Application of the Theory of Reasoned Action. Journal of Hospitality and Tourism Management, 50, 259-266.
  • Johnson, R. E., Silverman, S. B., Shyamsunder, A., Swee, H. Y., Rodopman, O. B., Cho, E. and Bauer, J. (2010). Acting superior but actually inferior? Correlates and consequences of workplace arrogance. Human Performance, 23(5), 403-427.
  • Kang, Y. J. and Park, S. Y. (2016). The perfection of the narcissistic self: A qualitative study on luxury consumption and customer equity. Journal of Business Research, 69(9),3813-3819.
  • Kim, K., Kyung H., Eunju Ko, Bing Xu and Yoosun Han. (2012). Increasing customer equity of luxury fashion brands through nurturing consumer attitude. Journal of Business Research, 10(65), 1495-1499.
  • Kireçci, N. A. (2015). Giyim modasında “yeni lüks” ve genç tüketicilerin davranışlarına etkisi. Doktora Tezi. Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, İstanbul.
  • Kurnaz, A. (2019). Lüks ve satın alma niyeti. Ankara: Gazi Kitabevi.
  • Loureiro, S., Sandra M.C., and Cristiano M. B. A. (2014). Luxury values and experience as drivers for consumers to recommend and pay more. Journal of Retailing and Consumer Services, 21, 394–400.
  • Martin B., Jin H., O'Connor P. J. and Hughes C. (2019). The relationship between narcissism and consumption behaviors: Acomparison of measures. Personality And Individual Differences, 141,196-199.
  • Mishra, D., Akman, I. and Mishra, A. (2014). Theory of reasoned action application for green information technology acceptance. Computers in Human Behavior, 36, 29-40.
  • Monkge, T. A., and Makgosa, R. (2021). Burying the dead: Predicting the purchase intentions for funeral products using the theory of reasoned action. Global Business Review, 22(6) 1-16.
  • Okonkwo, U. (2007). Luxury Fashion Branding: Strategy, Tactics, Techniques. Palgrave Macmillan, New York, p.1-332.
  • Okonkwo, U. (2009). Sustaining the luxury brand on the Internet. Journal of Brand Managament, 16, 302–310.
  • Patton, M.Q. (2002). Qualitative research and evaluation methods, 3rd ed., Sage, Thousand Oaks, CA.
  • Paulhus, D. L. and Williams, K. M. (2002). The dark triad of personality: Narcissism, machiavellianism, and psychopathy. Journal of Research İn Personality, 36(6), 556-563.
  • Pilch I. and Górnik-Durose M. E, (2017). Grandiose and vulnerable narcissism, materialism, money attitudes, and consumption preferences. The Journal of Psychology, 151(2), 185-206.
  • Ruvio, A. A. and Shoham, A. (2016). Consumer arrogance: Scale development and validation. Journal of Business Research, 69(2016), 3989-3997.
  • Ruvio, A., Bagozzi, R. P., Hult, G. T. M. and Spreng, R. (2020). Consumer arrogance and word-of-mouth. Journal of the Academy of Marketing Science, 48(6), 1116-1137.
  • Sari, D. and Kusuma, B. (2014). Does luxury brand perception matter in purchase intention? A Comparison between a Japanese brand and a German brand. Asean Marketing Journal, 6(1), 50-63.
  • Sedikides, C., Cisek, S., and Hart, C. M. (2011). Narcissism and Brand Name Consumerism. Campbell W.K. and Miller J.D. (Ed.) Handbook of narcissism and narcissistic personality disorder: Theoretical approaches, empirical findings, and treatment, Hoboken, NJ: Wiley, p.1-511.
  • Shukla, P. (2010). Status consumption in cross-national context: socio-psychological, brand and situational antecedents. International Marketing Review, 27(1), 108-129.
  • Shukla, P. (2011). Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison. Journal of World Business, 46(2), 242-252.
  • Tian, K.T., Bearden, W.O. and Hunter, G.L. (2001). Consumer’s need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66.
  • Trumbull, D. (2010). Hubris: A Primal Danger. Psychiatry, 73(4):341-351.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı Faktör Analizlerinin Kullanılması. Istanbul University Journal of the School of Business, 46(Özel Sayı), 74-85.
  • Yılmaz, V. (2004). Lisrel ile yapısal eşitlik modelleri: Tüketici şikâyetlerine uygulanması. Sosyal Bilimler Dergisi, 1(1), 78-90.
There are 59 citations in total.

Details

Primary Language English
Journal Section Research Articles
Authors

Hasan Aksoy

Ebru Çıkmaz 0000-0002-9140-2691

Publication Date May 31, 2022
Published in Issue Year 2022 Volume: 19 Issue: 47

Cite

APA Aksoy, H., & Çıkmaz, E. (2022). The Effect of the Consumer Arrogance on the Luxury Fashion Products Purchase Intention. OPUS Journal of Society Research, 19(47), 413-426. https://doi.org/10.26466/opusjsr.1060337