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Type: Conference paper
Title: Are consumer perceptions of a brand effected by materialism, gender and nationality?
Author: Kamineni, R.
Citation: Proceedings of the ANZMAC 2003 Conference: A celebration of ehrenberg and bass: marketing knowledge, discoveries and contribution, 2003 / pp.371-378
Publisher: ANZMAC
Issue Date: 2003
Conference Name: ANZMAC 2003 Conference (01 Dec 2003 - 03 Dec 2003 : Adelaide, SA)
Statement of
Rajeev Kamineni, Aron O’Cass
Abstract: This study attempts to establish a linkage between materialism, gender and nationality with the consumer perception of a high priced brand of apparel. 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 materialistic tendencies and whether, materialism was influenced by gender and nationality. The results indicated that there is a difference in perception between customers of different nationality and sexes and that materialism does effect the perception of high priced fashion clothing.
Keywords: Consumer perceptions; materialism; cross national consumer perceptions; consumption patterns
Rights: Copyright of papers presented at ANZMAC conferences is retained by the authors, therefore any other use of these materials – including reproduction for purposes other than those noted above, modification, distribution, or republication – without prior written permission of the author is strictly prohibited.
RMID: 0030069041
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Appears in Collections:Entrepreneurship, Commercialisation, and Innovation Centre publications

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