Do women dress for other women? A study on female luxury consumption and intrasexual competition
Purpose: This article investigates the influence of female intrasexual competition on the consumption of luxury goods in emerging and developed economies.Design/methodology/approach: the research consists of a survey of 437 women from both emerging and developed economies to perform a cross-culture...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2021 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/17940 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/17940 |
| Access Level: | acceso abierto |
| Palabra clave: | Keywords Consumption of luxury goods female intrasexual competition marketing. Consumo de produtos de luxo Competição intrasexual feminina Marketing. |
| Sumario: | Purpose: This article investigates the influence of female intrasexual competition on the consumption of luxury goods in emerging and developed economies.Design/methodology/approach: the research consists of a survey of 437 women from both emerging and developed economies to perform a cross-culture analysis. The approach is quantitative with the application of exploratory factor analysis, confirmatory factor analysis and multiple linear regression.Originality/value: the study intends to fill research gaps in analysing the motivations of women when purchasing luxury goods and their relationship with consumption as a strategy for intra-sexual competition, namely in emerging countries, where access to luxury goods has been delayed due to the late opening of the markets.Findings: The results show that female intrasexual competition, in the context of attracting a romantic partner, play an important role in the consumption of luxury goods. Women display luxury items when feeling threated by another woman. The country's moderation did not interfere in the relationship between female intra-sexual competition and the consumption of luxury goods.Theoretical and practical contribution: these results are important and precursors on the topic in the area of management and marketing. Previous studies focusing on these countries have restricted the scope of sexual selection to the field of psychology. Understanding the uniqueness of luxury goods consumption is an important analytical and strategic factor for marketing professionals. |
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