Vol. 34 (2024)
Artículos de Investigación

Luxury brands: Structural equation modeling, relationship between brand personality, sense of belonging to a group and conspicuous purchasing behavior

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  • Francisco Carlos Soto- Ramírez,
  • Omar Alejandro Pérez- Cruz,
  • Maria de los Dolores Santarriaga Pineda,
  • Julieta Mercado-Gónzalez
Francisco Carlos Soto- Ramírez
Universidad de Colima
Omar Alejandro Pérez- Cruz
Universidad de Colima
Maria de los Dolores Santarriaga Pineda
Universidad de Colima
Julieta Mercado-Gónzalez
Universidad de Colima
DOI: https://doi.org/10.15174/au.2024.4152

Published 2024-12-18

How to Cite

Soto- Ramírez, F. C. ., Pérez- Cruz, O. A. ., Santarriaga Pineda, M. de los D., & Mercado-Gónzalez, J. . (2024). Luxury brands: Structural equation modeling, relationship between brand personality, sense of belonging to a group and conspicuous purchasing behavior . Acta Universitaria, 34, 1–18. https://doi.org/10.15174/au.2024.4152

Abstract

The luxury goods market in Mexico has experienced a significant and steady growth. As a result, academic research has been interested in studying the motivations and factors that influence the acquisition of luxury items The purpose of this study is to provide empirical evidence of the relationship between motivation for conspicuous behavior, sense of belonging, and brand personality among young university students and graduates who purchase luxury brands. The study was conducted using a mixed analysis approach. In the qualitative study, 40 in-depth interviews were conducted, and in the quantitative and correlational study AMOS 26 was used to analyze an instrument applied to a sample of 358 university students and graduates. Results suggest a positive relationship between brand personality and the sense of belonging, which results in conspicuous purchasing behavior.

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