Are consumer perceptions of a brand effected by materialism, gender and nationality?
| dc.contributor.author | Kamineni, R. | |
| dc.contributor.conference | ANZMAC 2003 Conference (1 Dec 2003 - 3 Dec 2003 : Adelaide, SA) | |
| dc.date.issued | 2003 | |
| dc.description.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. | |
| dc.description.statementofresponsibility | Rajeev Kamineni, Aron O’Cass | |
| dc.identifier.citation | Proceedings of the ANZMAC 2003 Conference: A celebration of ehrenberg and bass: marketing knowledge, discoveries and contribution, 2003, pp.371-378 | |
| dc.identifier.orcid | Kamineni, R. [0000-0002-4599-2707] | |
| dc.identifier.uri | http://hdl.handle.net/2440/104764 | |
| dc.language.iso | en | |
| dc.publisher | ANZMAC | |
| dc.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. | |
| dc.source.uri | http://www.anzmac.org/conference_archive/2003/papers/BB18_kaminenir.pdf | |
| dc.subject | Consumer perceptions; materialism; cross national consumer perceptions; consumption patterns | |
| dc.title | Are consumer perceptions of a brand effected by materialism, gender and nationality? | |
| dc.type | Conference paper | |
| pubs.publication-status | Published |
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