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The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market
Dissertation (MBA)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613677326172160 |
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| access_status_str | Open Access |
| author2 | Reyneke, Mignion |
| author_browse | Reyneke, Mignion |
| author_facet | Reyneke, Mignion |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/44447 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:56.908Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/44447 The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market Reyneke, Mignion ichelp@gibs.co.za Visser, Riette UCTD Brand name products Brand name products -- Social aspects Developing countries -- South Africa Quantitative research Dissertation (MBA)--University of Pretoria, 2014. The major theme of this research is the manner in which luxury good companies enter an emerging market economy, such as South Africa. The study thoroughly analyses how the emerging middle class of the country perceive luxury brands in term of being either status-giving or conspicuous. The study used a scale to measure luxury brands’ status and conspicuousness by analysing well-established international luxury brands that have a large footprint in South Africa as a reference point. The dimensions of luxury brand perception were measured when the scale between status and conspicuousness was utilised. This study employed a Factor Analysis as well as Perceptual Mapping in order to determine the relationship between conspicuous- and status consumption in the South African emerging market. The data was collected from 120 consumers who were owners of luxury products, but were deemed to be part of the upper middle class. Status and conspicuousness were revealed as two separate but related constructs, yet the South African emerging consumer does not discern between these two aspects. Strategic marketing implications for marketing managers were identified and discussed within the five brands that were selected, and their relevant product categories. bmgibs2015 Gordon Institute of Business Science (GIBS) Unrestricted 2015-04-22T07:31:09Z 2015-04-22T07:31:09Z 2015-04-24 2014 Mini Dissertation Visser, R. (2014).The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818 http://hdl.handle.net/2263/44447 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Brand name products Brand name products -- Social aspects Developing countries -- South Africa Quantitative research The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market |
| title | The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market |
| title_full | The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market |
| title_fullStr | The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market |
| title_full_unstemmed | The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market |
| title_short | The relationship between status- and conspicuous consumption in luxury brands in the South African emerging market |
| title_sort | relationship between status and conspicuous consumption in luxury brands in the south african emerging market |
| topic | UCTD Brand name products Brand name products -- Social aspects Developing countries -- South Africa Quantitative research |
| url | http://hdl.handle.net/2263/44447 |