The effect of materialism, gender and nationality on consumer perception of a high priced brand
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(Published version)
Date
2000
Authors
Kamineni, R.
O'Cass, A.
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Conference paper
Citation
Proceedings of the ANZMAC 2000 Conference: Visonary Marketing for the 21st Centurey: Facing the Challenge, 2000, pp.614-618
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Rajeev Kamineni, Aron O’ Cass
Conference Name
ANZMAC 2000 Conference (28 Nov 2000 - 1 Dec 2000 : Gold Coast, Queensland)
Abstract
This study examines the link between materialism, gender and nationality with consumers’ 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 people hold different perceptions of a brand depending on their sex and nationality. The study also examines the materialistic tendencies of customers, focussing on gender and nationality differences. Five research questions were put forward and the results indicated that there is a difference in perception of a high priced brand between domestic and international customers and between customers of different sex.. However, materialism was found to have little effect on brand perceptions.
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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.