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Type: Journal article
Title: Influence of materialism, gender and nationality on consumer brand perceptions
Author: Kamineni, R.
Citation: Journal of Targeting, Measurement and Analysis for Marketing, 2005; 14(1):25-32
Publisher: Henry Stewart Publications
Issue Date: 2005
ISSN: 0967-3237
Statement of
Rajeev Kamineni
Abstract: This study attempts to link materialism, gender and nationality with the consumer perception of a high-priced brand of apparel. It describes the results of a survey of 104 undergraduate students in an Australian university. The work focuses on the differences in perception of a high-priced brand. It indicates that young undergraduates hold different perceptions of a brand depending on their sex and nationality. The study also examines the materialistic tendencies of customers and whether materialism is influenced by gender and nationality, especially from an Australian perspective. Materialism was measured by using the Richins and Dawson (1992) scale. Five research questions were put forward and the results indicated that there is a difference in perception of a high-priced brand between customers of different nationality and sexes.
Keywords: Consumer brand perception; materialism; high-priced brands; conspicuous consumption; cross-national consumer preferences; role of possessions
Rights: © Palgrave Macmillan Ltd 2005
RMID: 0030064639
DOI: 10.1057/palgrave.jt.5740167
Appears in Collections:Entrepreneurship, Commercialisation, and Innovation Centre publications

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