Proceedings of the 3rd Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2018)

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Understanding The Influence of Brand Jealousy, Brand Love and Materialism Towards Willingness to Pay Premium: Study On Coach's Handbag

Authors
Ilma Wulansari Hasdiansa, Tengku Ezni Balqiah
Corresponding Author
Tengku Ezni Balqiah
Available Online October 2019.
DOI
10.2991/aprish-18.2019.37How to use a DOI?
Keywords
brand love, materialism, willingness to pay premium, brand jealousy
Abstract

This paper aim to analyze how brand jealousy, brand love, and materialism affect customers' motivation to buy luxury brand at premium prices. A survey was conducted online in three Indonesian cities: Jabodetabek, Surabaya, and Makassar. The focus brand of this research is Coach. The potential customers are those who desire the Coach brand because of being envious of others with the brand. Structural Equation Modelling were used to data analyzed from 413 respondents and verify five hypotheses. The findings reveal that all antecedents could enhance consumers' willingness to pay premium. It provide contribution to practitioners, how important to enhance jealousy and also materialistic values. It is important to influence customers' willingness to pay premium prices.

Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 3rd Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
October 2019
ISBN
978-94-6252-802-4
ISSN
2352-5398
DOI
10.2991/aprish-18.2019.37How to use a DOI?
Copyright
© 2019, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Ilma Wulansari Hasdiansa
AU  - Tengku Ezni Balqiah
PY  - 2019/10
DA  - 2019/10
TI  - Understanding The Influence of Brand Jealousy, Brand Love and Materialism Towards Willingness to Pay Premium: Study On Coach's Handbag
BT  - Proceedings of the 3rd Asia-Pacific Research in Social Sciences and Humanities Universitas Indonesia Conference (APRISH 2018)
PB  - Atlantis Press
SP  - 283
EP  - 289
SN  - 2352-5398
UR  - https://doi.org/10.2991/aprish-18.2019.37
DO  - 10.2991/aprish-18.2019.37
ID  - Hasdiansa2019/10
ER  -