Purchasing Massive Prestige Brands: the Exploration of Consumers' Value Perceptions

Abstract

The objective of the research was to analyze the internal aspects of consumers in perceiving the massive prestige brands including conspicuousness, need for uniqueness, extended-self, hedonism, exploration, value consciousness, and vanity. The research used quantitative approach by conduct-ing a survey on respondents who bought massive prestige brands. Conspicuousness consumption and Need for Uniqueness had an effect on purchase of massive prestige brands positively and significantly. Extended-self had an effect on purchase of massive prestige brands positively but not significantly. Hedonism, Exploration, and Vanity had an effect on purchase of massive prestige brands positively and significantly. Value consciousness had an effect on purchase of massive pres tige brands negatively and significantly.