https://www.mdu.se/

Date:2021-01-21

Level: Bachelor Thesis in Business Administration, 15 cr 

Institution: School of Business, Society and Engineering, Mälardalen University

Authors:  Baatarnum Altantuya       Linda Eriksson       Khalil Kabakibi

                 (96-08-01)                    (98-01-01)              (94-11-27)

Title: Luxury Fashion Brand Perception as a Driver in Commitment in a Cross-cultural Context

Tutor: Ali Farashah

Keywords: luxury fashion, brand luxury index, value perception, cross-cultural, consumer behavior

Research question: Which value perceptions such as; conspicuousness, uniqueness, extended-self, hedonism and quality influences luxury fashion consumers the most from Sweden, Lebanon and Mongolia to commit to luxury brands?

Purpose: The purpose of this research is to develop an understanding of the drivers that shape consumers' perception and commitment towards luxury brands in a cross-cultural context.

Method: In this research, the authors take on a quantitative research design to examine the relationship between the variables luxury perception and commitment in the context of Swedish, Lebanese and Mongolian consumers. This research takes on a deductive approach where data is used to test the theory of Vigneron and Johnson (2004)

Conclusion: Majority of Swedish and Mongolian consumers valued hedonism above other value perceptions whereas Lebanese consumers valued uniqueness more. However, in all three countries, hedonism was the main driver of commitment. Globalization can be seen as the main cause of the homogeneity of the value perceptions found in the respondents.