The Effect of Brand Perception on Luxurious Purchase Intention: Comparison of First and Second Hand

Year 2022, Volume: 20 Issue: 4, 65 - 78, 28.12.2022

Sahure Gonca Telli , Ahmet Çilingirtürk , Didem Gezmişoğlu Şen

https://doi.org/10.18026/cbayarsos.1070857

Abstract

With consumer behaviours changing, new notions of luxury appear to be emerging. Given that there is a luxury option that suits everyone, the need to focus on how consumers perceive the luxury brand is emerging. Therefore, this study focuses on the effects of consumers' perception of luxury brands on their intention to buy luxury products. The online survey method reached 426 respondents. Data were examined with SPSS Amos 24. Consumers buying first-hand and second-hand luxury products have been benchmarked. Consumers buying first-hand luxury items, according to the study's conclusion; a meaningful relationship has been identified between general luxury brand perception, intention to buy luxury products, financial brand perception and social brand perception. No similar effect has been seen with functional brand perception. When looking at consumers buying second-hand luxury products, there has been no similar effect between functional, financial and luxury intention to purchase, although there has been a significant association between general luxury brand perception and social brand perception.

Keywords

Luxury Brand Perception

Marka Algısının Lüks Ürün Satın Alma Niyeti Üzerine Etkisi: Birinci El ve İkinci El Karşılaştırması

Abstract

Tüketici davranışlarının değişmesiyle birlikte lüks ile ilgili yeni kavramların ortaya çıktığı görülmektedir. Herkese uygun bir lüks seçeneğinin olduğu düşünülecek olursa, tüketicilerin lüks markayı nasıl algıladığı üzerinde de durulması gerekliliği ortaya çıkmaktadır. Bu nedenle, bu çalışmada tüketicilerin lüks marka algısının lüks ürün satın alma niyetine etkileri üzerinde durulmaktadır. Çevrimiçi anket yöntemiyle 426 katılımcıya ulaşılmıştır. Toplanan veri SPSS Amos 24 ile incelenmiştir. Birinci el ve ikinci el lüks ürün satın alan tüketiciler kıyaslanmıştır. Araştırmanın sonucuna göre birinci el lüks ürün satın alan tüketicilerin genel lüks marka algısı, lüks ürün satın alma niyeti, finansal marka algısı ve sosyal marka algısı arasında anlamlı bir ilişki tespit edilmiştir. Fonksiyonel marka algısı ile benzer bir etki görülmemiştir. İkinci el lüks ürün satın alan tüketicilere bakıldığında ise genel lüks marka algısı ile sosyal marka algısı arasında anlamlı bir ilişki tespit edilmesine rağmen fonksiyonel, finansal ve lüks ürün satın alma niyeti arasında benzer etkiye rastlanılmamıştır.

Keywords

lüks marka algısı, ikinci el lüks marka algısı, lüks ürün satın alma niyeti, Luxury Brand Perception

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