Sun, Y, Wang, R, Bai, H, Whyatt, G, Tamara, TT and Cattaneo, E (2024) How Millennials Perceive Luxury Fashion Brands - Case of Indonesia. In: Proceedings of the European Marketing Academy . (European Marketing Academy, EMAC 2024 53rd Annual Conference, 28-31 March 2024, Bucharest, Romania).

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Abstract

This empirical study examines millennials’ perceptions towards luxury fashion brand values and how these influence their purchase intentions in Indonesia. Quantitative survey data was collected from 301 online self-completed questionnaires. The research reveals that Indonesian millennials regard consumption of luxury fashion brands as an investment. Meanwhile, ethical and sustainable issues have become increasingly important when they make decisions to purchase luxury fashion brands. This paper contributes valuable insights into younger consumers’ perceptions of luxury fashion brands and these consumers’ purchase motives, in the context of Southeast Asia. Using a framework of luxury value perceptions, the present study further recognises that Indonesian millennials prioritise symbolic and financial values and seek conspicuousness in line with self-identity.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Liverpool Business School
SWORD Depositor:	A Symplectic
Date Deposited:	27 Mar 2024 11:41
Last Modified:	02 Dec 2024 14:45
URI:	https://researchonline.ljmu.ac.uk/id/eprint/22923

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