FACTORS AFFECTING TO THE CONSUMER ATTITUDE TOWARDS GLOBAL LUXURY CAR BRANDS
Abstract
Consumer attitude towards global luxury brands has been researched by many scholars around the world. The purpose of this paper is to discuss the factors affecting consumer attitude towards global luxury car brands. This study conceptualizes a new model to identify the factors affecting to the consumer attitude towards global luxury car brands. The study was conducted in four major provinces in Sri Lanka by selecting a sample based on the level of income and the aspirations to purchase a global luxury car brand in a time frame of 5 to 10 years. Convenience sampling method was adopted for the data gathering process and among the respondents, a total of 231 questionnaires were taken for the final data analysis. The data were analyzed by using SPSS package. The findings show that the Perceived Luxury Consumption, General Life Value, Self-Identity, Experiential Value, Brand Consciousness, and Brand Love have a positive effect on the consumer attitude towards luxury. Further, the findings show the importance of understanding the factors, which are affecting the consumer attitude, in developing marketing promotional messages. Luxury brand marketers could develop vertically oriented marketing promotional messages, for instance, messages emphasizing power, exclusivity, superiority, experiential value, conformity with the general life values and brand love, etc. would be progressively convincing and successful when directed towards aspirants who have a vertical orientation.
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DOI: http://dx.doi.org/10.46827/ejmms.v0i0.815
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