Investigate the role of gender regards luxury drivers and materialism values among VietNamese citizens
Abstract
This study seeks to understand the role of gender in the perceptions of and motives for luxury brand consumption. Based on the social structural theory of gender and a recent study of Roux et al. (2016), the differences in men's and women's luxury values result from asymmetries in social status is proposed . Upon reviewing the concepts of Roux et al. (2016), a similarity between luxury values and material values (Trinh, 2014) is found and thus it leads to the intention to replace the concepts and conduct the research with samples of frequent luxury brands buyers. Previous results from France indicated that public self-consciousness has a stronger positive influence on refinement for women rather than men whilst consumer need for uniqueness and status consumption exert respectively a stronger positive influence on exclusivity and elitism for men rather than women. Will our study in Vietnam – an emerging market from a different culture – yield different results?