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Social Gratification and Second-Hand Fashion: An Exploratory Study of Luxury Brand Watches in Thailand

Author

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  • Songporn Hansanti

    (Kasetsart University, Thailand Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Purpose - The sales of luxury brands are escalating worldwide and are predicted to have a steady growth. However, the outbreak of COVID-19 epidemic has put a halt on world markets of luxury brand watches, providing the opportunity for the second-hand luxury watches to grow. This study aims at examining the factors impacting consumers' social gratification of second-hand luxury brand watch. Methodology - The data were collected from two hundred members of second-hand luxury brand watches Facebook group which is a private and closed group on Facebook in Thailand. Findings - The structural equation model was conducted to analyze the results of the study. The research findings reveal several factors which significantly influence subjects' social gratification of second-hand luxury brand watch. Novelty - The results also showed that the perceived symbolic value plays an important mediating role between the perceived experiential value and the social gratification. Type of Paper - Empirical"

Suggested Citation

  • Songporn Hansanti, 2022. "Social Gratification and Second-Hand Fashion: An Exploratory Study of Luxury Brand Watches in Thailand," GATR Journals jmmr294, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr294
    DOI: https://doi.org/10.35609/jmmr.2022.7.2(2)
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    References listed on IDEAS

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    1. Hoch, Stephen J, 2002. "Product Experience Is Seductive," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 448-454, December.
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    4. Shukla, Paurav & Purani, Keyoor, 2012. "Comparing the importance of luxury value perceptions in cross-national contexts," Journal of Business Research, Elsevier, vol. 65(10), pages 1417-1424.
    5. Bian, Qin & Forsythe, Sandra, 2012. "Purchase intention for luxury brands: A cross cultural comparison," Journal of Business Research, Elsevier, vol. 65(10), pages 1443-1451.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Second-Hand Luxury Brand Watch; Social Gratification; Thailand;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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