Aspirations, Materialism and Repurchase Intentions of Luxury Alcohol Brands in South Africa

Abstract

In emerging markets, where a substantial number of individuals live below the poverty datum line, status consumption and the desire to purchase luxury products has been increasing. This paper will examine the interrelationships between intrinsic aspirations, extrinsic aspirations, materialism and repurchase intentions of luxury alcohol brands in South Africa. The study followed a quantitative research design and data was collected from 222 participants in South Africa. Data analysis involved structural equation modelling (SEM) performed through AMOS 27 software. The findings of the study showed that there was a statistically significant relationship between extrinsic aspirations and materialism. On the other hand, it was noted that the relationship between materialism and repurchase intentions of luxury alcohol brands was not statistically significant. Similarly, it was noted that the relationship between intrinsic aspirations and materialism was not statistically significant. This study contributes to the understanding of status consumption and shows that extrinsic aspirations have an impact on materialism. Furthermore, marketers and practitioners in emerging markets can draw from the findings of study and note that materialism displayed by consumers does not directly influence the repurchase behaviour of luxury goods.