• norsk
    • English
  • English 
    • norsk
    • English
  • Login
View Item 
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
  •   Home
  • Norges Handelshøyskole
  • Thesis
  • Master Thesis
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Motivational factors influencing millennials to purchase and consume luxury brands : the influence of actual and ideal self-congruity on brand attitude

Arminen, Leena
Master thesis
Thumbnail
View/Open
masterthesis.PDF (6.404Mb)
URI
http://hdl.handle.net/11250/2453292
Date
2017
Metadata
Show full item record
Collections
  • Master Thesis [4207]
Abstract
The thesis explores motivational factors that influence young consumers’ brand attitudes

towards luxury brands. Former research in this field is rather small-scale and the objective of

this research was to provide new insights regarding how different luxury value perceptions

affect consumer motivation. Particularly the effects of actual and ideal self-congruity were in

central focus of the study in order to find out how and to what extent these factors influence

millennial consumers when formatting attitudes towards luxury brands. Furthermore,

additional factors of materialistic value and status value were examined in regards of how and

to what extent they affect consumer motivation. In order to answer the research question and

to test the two hypotheses, a quantitative study was conducted by creating and distributing a

survey among a multinational sample of university students and young graduates via social

media and email. The findings indicate that ideal self-congruency influences millennial

consumers to a larger extent than actual self-congruity when forming attitudes towards luxury

brands. The effect is even more enhanced when a consumer places importance on materialistic

value and/or status value. Both managerial and theoretical implications can be generated from

the research. The results are of interest theoretically as the variables’ effect on each other has

not been studied previously, and for luxury brand managers who need guidance in choosing

the right marketing and branding strategies when targeting young consumers.

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit
 

 

Browse

ArchiveCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsDocument TypesJournalsThis CollectionBy Issue DateAuthorsTitlesSubjectsDocument TypesJournals

My Account

Login

Statistics

View Usage Statistics

Contact Us | Send Feedback

Privacy policy
DSpace software copyright © 2002-2019  DuraSpace

Service from  Unit