Perceived Values of Luxury Fashion Brands – Evidence from Indonesian Millennials

Sun, Y, Wang, R, Bai, H, Whyatt, G and Ohandi, TT Perceived Values of Luxury Fashion Brands – Evidence from Indonesian Millennials. SN Business & Economics. (Accepted)

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Abstract

Consumers in the Association of Southeast Asian Nations (ASEAN) countries represent rapid growth, and they are anticipated to become next wave of important markets for luxury fashion sector. This empirical study aims to examine millennials’ perceptions towards luxury fashion brand values and how these influence their purchase intentions in Indonesia, the biggest market in the ASEAN. Through quantitative research, the primary data was collected from 301 self completed online questionnaires. It is revealed that Indonesian millennials regard the consumption of luxury fashion brands as an investment. Meanwhile, ethical and sustainability issues have become increasingly important in consumers’ decisions to purchase luxury fashion brands. Based upon the value-based segmentation of luxury consumption, the present study recognizes that Indonesian millennials prioritize symbolic and financial values and seek conspicuousness in line with self-identity.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce > HF5001 Business G Geography. Anthropology. Recreation > GT Manners and customs > GT500 Costume. Dress. Fashion
Divisions:	Liverpool Business School
Publisher:	Springer
Date of acceptance:	16 October 2024
Date Deposited:	04 Nov 2024 09:56
Last Modified:	04 Nov 2024 10:00
URI:	https://ljmu-9.eprints-hosting.org/id/eprint/24651

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