文章基本信息

标题：Cross Country Assessment of Personal Luxury Brands Consumption
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作者：Mohamad Idham Razak ; Zailin Zainal Ariffin ; Mohd Nor Yahaya 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：10
页码：966-980
DOI：10.6007/IJARBSS/v10-i10/8026
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This research aims to investigate the factors affecting the purchasing of personal luxury products by Malaysian and French consumers. In Malaysia and France, a total of 284 functional samples were completed. The data was analyzed using SPSS which also known as (Statistical Package for Social Science). The results of this study are limited to individuals residing in Kuala Lumpur, Malaysia and Paris, France. However, the data collected from these two countries does not represent its entire population. Hence, careful consideration should be used in this research as the results does not represent all of the consumers that centers around Malaysia and Paris. This study indicated that marketers and luxury brand managers should establish effective promotional strategies and programmes in Malaysia and Paris in order to encourage customers to generously invest on personal luxury brand. On the other hand, the imperceptible consumption pattern can also be extended by retailers towards other luxury product groups and service industries.