Craving vs. compulsion for luxury goods? trends and patterns of the gen Y conspicuous consumption behavior

• Main Authors: Wan Ismail, Wan Nurisma Ayu, Zakaria, Norhayati, Abdul Talib, Asmat Nizam
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/17934/1/ICIS%202014%20300-311.pdf; http://repo.uum.edu.my/17934/

Purchases of global brands are becoming so popular among affluent society not only in the Western countries but also have widespread to the other parts of the world especially among East-Asian societies.Global brands are normally associated with luxury brands from all categories of consumption goods such as cosmetics, handbags, electronic goods, cell phones and accessories, computers, clothing, watches, shoes, and many more.Previous studies have found that Western countries have clearly stated several key factors for consumers to purchase such luxury brands. Yet such understanding is still much limited in the context of Asian consumers (Kuisma, 2008). However, consumers from the Asian market are expected to engage in conspicuous consumption behavior to purchase global brands due to the market demands and increasing income level.