Religion and luxury brand: Friend or foe? Exploring the impact of religiousness on luxury brands possession among youth

Denni Arli, Helene Cherrier, Fandy Tjiptono

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

Abstract

The relationship between religiousness and materialism is complex. Whilst several studies show that religiousness opposes materialism and luxury brand consumption, realities suggest otherwise. Most religious consumers value worldly possession and this may create incongruence between their belief and behaviour. Despite the increasing number of debates on religion and materialism, there are still a very limited number of studies exploring consumption fields in relation to religion. Thus, the purpose of this study is: (1) to explore the impact of religiousness (i.e. intrinsic religiousness, extrinsic religiousness) on purchase intention of luxury brands, affective attitude, and self-presentation; and, (2) to explore the mediating effect of affective and self-presentation attitudes towards luxury brand purchase intention. This is one of the first few studies exploring the impact of religiousness on luxury brands possession in Indonesia, a country with the largest Muslim population in the world and home to a highly religious society. The study found that intrinsic religiousness was related positively to affective attitudes toward luxury brands while extrinsic religiousness was positively related to self-presentation attitudes. Affective attitude and self-presentation were positively related to consumer intention to purchase luxury brands.
Original languageEnglish
Title of host publicationProceedings of the 2015 Academy of Marketing Conference - The Magic in Marketing
EditorsLisa O'Malley
Place of PublicationScotland UK
PublisherAcademy of Marketing
Pages1 - 13
Number of pages13
ISBN (Print)9781905952649
Publication statusPublished - 2015
EventAcademy of Marketing Conference 2015: The Magic in Marketing. - University of Limerick, Limerick, Ireland
Duration: 7 Jul 20159 Jul 2015
Conference number: 48th
https://www.academyofmarketing.org/conference/conference-history/

Conference

ConferenceAcademy of Marketing Conference 2015
Abbreviated titleAM 2015
Country/TerritoryIreland
CityLimerick
Period7/07/159/07/15
OtherThe Academy of Marketing Conference 2015, hosted by the University of Limerick, aimed to explore those dimensions of our craft that are magical, from the cabbalistic to the fantastical, from the astonishing to the preternatural. We encouraged contributions that addressed the mystical, marvellous and miraculous in marketing theory and practice.
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