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Influence of Materialism, Gender and Nationality on Cunsumer Brand Perceptions

JOURNAL OF TARGETING, MEASUREMENT AND ANALYSIS, Vol.14, No.1, December 2005, hlm.25-32:
Journal from JBPTPPOLBAN / 2013-06-21 16:25:30
Oleh : Rajeev Kamineni , POLBAN
Dibuat : 2007-01-30, dengan 0 file

Keyword : Consumer brand perception, materialism, high-priced brands, conspicuous consumption, cross-national consumer preferences, role of possessions

This study attemps to link materialism, gender and nationality with the consumer perception of a high-priced brand of apparel. It describe the results of a survey of 104 undergraduates hold different perceptions of a brand depending on their sex and nationallyty. The study also examinies the materialistic tendiencies of customers and wheter materialism is influenced bby gender and nationality, especially from an Australian perspective. Materialism was measured by using the Richins and Dawson (1992) scale. Five research question were put foward and the results indicated that there is a difference in perception of a high-priced brand between customers of different nationality and sexes.

Deskripsi Alternatif :

This study attemps to link materialism, gender and nationality with the consumer perception of a high-priced brand of apparel. It describe the results of a survey of 104 undergraduates hold different perceptions of a brand depending on their sex and nationallyty. The study also examinies the materialistic tendiencies of customers and wheter materialism is influenced bby gender and nationality, especially from an Australian perspective. Materialism was measured by using the Richins and Dawson (1992) scale. Five research question were put foward and the results indicated that there is a difference in perception of a high-priced brand between customers of different nationality and sexes.

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PropertiNilai Properti
ID PublisherJBPTPPOLBAN
OrganisasiPOLBAN
Nama KontakHelmi Purwanti
AlamatJl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
KotaBandung
DaerahJawa Barat
NegaraIndonesia
Telepon022 201 3789 ext. 168, 169, 239
Fax022 201 3889
E-mail Administratorhelmi.purwanti@polban.ac.id
E-mail CKOhelmi.purwanti@polban.ac.id

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