Can Individuals with Power Distance Consume Luxury? A Model for Inclusion Through Social Capital and Social Approval

Author:

Bizarrias Flávio Santino1ORCID,Cucato Jussara da Silva Teixeira2,Strehlau Vivian Iara2,Strehlau Suzane2

Affiliation:

1. Universidade Nove de Julho, Rua Dep. Salvador Julianelli, São Paulo—SP, Brazil

2. Escola Superior de Propaganda e Marketing, Rua Joaquim Távora, São Paulo—SP, Brazil

Abstract

This study aims to determine to what extent social capital and social approval mediate the relationship between power distance and purchase intention of luxury brands when these brands are congruent with one’s self. Data were analyzed using structural equation modeling, linear regression to access mediating effects and latent class analysis to profile the sample. Results suggest that social capital and social approval together have a dual mediating effect on consumers’ intention to purchase luxury brands with a feeling of power distance. Three distinct perceived power distance profiles were revealed through respondent heterogeneity, impacting the other constructs. This is the first study to propose a model in the luxury market that includes low-status, underprivileged consumers as distant from power in society through the dual mechanisms of social approval and social capital. The study provides evidence that there is an opportunity to better understand including underprivileged individuals in the market and society.

Publisher

SAGE Publications

Subject

Business and International Management

Cited by 1 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Methodological fitness-for-purpose in the phygital age: the case of luxury;Qualitative Market Research: An International Journal;2023-10-27

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