The Evaluation of the Social Factors that Effect to Consumer Luxury Brand Purchasing Attitude in the Perspective of Inter-Dependent Self and Behavioural Religiosity

Abstract

This study is a study which is trying to find out the factors that are affecting consumers' luxury purchasing attitudes in the perspective of interdependent self with the moderator effect of behavioral religiosity. According to the self-structure (interdependent self) of the consumer, the factors which affect the luxury brand purchasing attitude (Creative Choice Counter Conformity, Conspicuousness /Veblen effect, Bandwagon effect) were examined and tried to find out the moderator effect of behavioral religiosity in that relationship.

According to the quantitative research results, it is found that interdependent- self consumers are developing luxury brand attitude via Creative Choice Counter Conformity, Conspicuousness and Bandwagon effect. It is seen that the concept of behavioural religiosity has no moderation effect to the luxury brand purchasing attitude of consumers.