Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/104764
Type: | Conference paper |
Title: | Are consumer perceptions of a brand effected by materialism, gender and nationality? |
Author: | Kamineni, R. |
Citation: | Proceedings of the ANZMAC 2003 Conference: A celebration of ehrenberg and bass: marketing knowledge, discoveries and contribution, 2003, pp.371-378 |
Publisher: | ANZMAC |
Issue Date: | 2003 |
Conference Name: | ANZMAC 2003 Conference (1 Dec 2003 - 3 Dec 2003 : Adelaide, SA) |
Statement of Responsibility: | Rajeev Kamineni, Aron O’Cass |
Abstract: | This study attempts to establish a linkage between materialism, gender and nationality with the consumer perception of a high priced brand of apparel. The work focuses on the differences in perception of a high priced brand. It indicates that young undergraduates hold different perceptions of a brand depending on their sex and nationality. The study also examines materialistic tendencies and whether, materialism was influenced by gender and nationality. The results indicated that there is a difference in perception between customers of different nationality and sexes and that materialism does effect the perception of high priced fashion clothing. |
Keywords: | Consumer perceptions; materialism; cross national consumer perceptions; consumption patterns |
Rights: | Copyright of papers presented at ANZMAC conferences is retained by the authors, therefore any other use of these materials – including reproduction for purposes other than those noted above, modification, distribution, or republication – without prior written permission of the author is strictly prohibited. |
Published version: | http://www.anzmac.org/conference_archive/2003/papers/BB18_kaminenir.pdf |
Appears in Collections: | Aurora harvest 3 Entrepreneurship, Commercialisation, and Innovation Centre publications |
Files in This Item:
File | Description | Size | Format | |
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hdl_104764.pdf | Published version | 418.82 kB | Adobe PDF | View/Open |
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