Marka Algısının Lüks Ürün Satın Alma Niyeti Üzerine Etkisi: Birinci El ve İkinci El Karşılaştırması
The Effect of Brand Perception on Luxurious Purchase Intention: Comparison of First and Second Hand

Summary/Abstract: With consumer behaviours changing, new notions of luxury appear to be emerging. Given that there is a luxury option that suits everyone, the need to focus on how consumers perceive the luxury brand is emerging. Therefore, this study focuses on the effects of consumers' perception of luxury brands on their intention to buy luxury products. The online survey method reached 426 respondents. Data were examined with SPSS Amos 24. Consumers buying first-hand and second-hand luxury products have been benchmarked. Consumers buying first-hand luxury items, according to the study's conclusion; a meaningful relationship has been identified between general luxury brand perception, intention to buy luxury products, financial brand perception and social brand perception. No similar effect has been seen with functional brand perception. When looking at consumers buying second-hand luxury products, there has been no similar effect between functional, financial and luxury intention to purchase, although there has been a significant association between general luxury brand perception and social brand perception.

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