Review of Literature on the Historical Evolution of Luxury to Identify the Factors Associated with Consumer Attitude Towards Luxury Car Brands in an Emerging Country Setting

Review of Literature on the Historical Evolution of Luxury to Identify the Factors Associated with Consumer Attitude Towards Luxury Car Brands in an Emerging Country Setting

Sumith De Silva

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Ali Khatibi

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Ferdous Azam

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Management and Science University

Review of Literature on the Historical Evolution of Luxury to Identify the Factors Associated with Consumer Attitude Towards Luxury Car Brands in an Emerging Country Setting

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Abstract

Luxury is concept that has been viewed by different scholars and industry experts in the brand marketing evolutionary process. Many studies have found that a number of factors affect the purchase of luxury goods and many researchers have shown their interest in luxury consumption. Because of globalization, global luxury products have gained their presence in emerging nations such as Sri Lanka. Luxury consumption involves reflection of the social class, lifestyle and consumer’s personality backed by the prestige consumption mindset rooted in their financial power, individual values, social values and attitudes. The perceived luxuriousness is often identified and argued under different dimensions such as quality, hedonism, prestige, exclusiveness, uniqueness, conspicuous consumption and tradition by many scholars. However, these dimensions have not been tested, discussed and analyzed from consumer behavior standpoint in an emerging country like Sri Lanka which consists of a new consumer segment that wishes to enjoy a luxurious living.

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The authors declare no conflict of interest.

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How to Cite This Article

Sumith De Silva. 2020. \u201cReview of Literature on the Historical Evolution of Luxury to Identify the Factors Associated with Consumer Attitude Towards Luxury Car Brands in an Emerging Country Setting\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E1).

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GJMBR Volume 20 Issue E1

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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M31

M37

Submission ReceivedDecember 8, 2019
Peer Review Double Blind
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Accepted January 4, 2020
Published January 15, 2020

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February 29, 2020

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