A Study of Value Dimensions Effects of Luxury Brands on Customers’ Purchase Behavior in Construction Industry (A Case Study of Tehran)

Document Type : Research Paper

Authors

1 Associate Professor of Marketing Management, Alzahra University

2 Graduate Student Marketing Manager Marketing, Al-Zahra University

Abstract

In recent years, construction of luxury apartments or condominiums has been soared in Tehran regarding the population growth. In this way, some developers have tried to launch luxury buildings with a particular style and premium quality for branding purposes in this industry.This study aimed to investigate the effects of factors such as utilitarian value, hedonic value, symbolic value and economic value on the customer perceived value and purchase behavior towards luxury buildings. This study is descriptive-correlational research. To analyze the data distributed among a sample of residents of luxury buildings in northern region of Tehran, structural equation modeling by Smart PLS, SEM and SPSS were used. Findings show that hedonic and economic values have a positive effect on customer perceived value, and customer perceived value has a positive effect on customer purchase behavior, but utilitarian and symbolic value did not have meaningful effect on customer perceived value.
 

Keywords

References

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Quarterly Journal of Brand Management
Volume 3, Issue 3 - Serial Number 7
October 2016
Pages 149-180

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