Investigation on the Effect of Conspicuous Consumption and Brand Equity on the Purchasing Intention of Premium Branded Products

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dc.contributor.authorKurt, Duygu Baysal
dc.contributor.authorKara, Adnan
dc.date.accessioned2026-02-28T11:58:01Z
dc.date.available2026-02-28T11:58:01Z
dc.date.issued2024
dc.departmentBayburt Üniversitesi
dc.description.abstractEconomic stability have a significant impact on consumer behavior. There are many studies in the literature showing that consumer behavior changes during economic instability. In addition, studies on the change in behavior towards premium branded products during these periods reveal that consumers’ demand for such products shifts to other products of the same brand. The study aims to examine the effect of perceived design value on brand value, brand prestige on conspicuous consumption, and conspicuous consumption and brand value on purchasing intention of premium branded products. In other words, Within the framework of consumer behavior towards premium branded products, this study examines the purchase intention of premium branded products during economic crises and also investigates the effect of conspicuous consumption and brand equity on this purchase intention. This study examines the purchase intention of premium branded products during economic crises and also investigates the effect of conspicuous consumption and brand equity on this purchase intention. Snowball sampling is used in sample selection, and data is collected using the survey method from 426 people. The results of the analysis show that there is a strong relationship between conspicuous consumption and the intention to pay high prices for premium branded products. A significant and positive direct relationship was found between brand equity and the intention to pay high pricess for premium branded products. In addition, a significant and positive relationship was found between brand prestige and conspicuous consumption. Finally, a significant and positive relationship was found between perceived design value and brand equity.
dc.identifier.doi10.26466/opusjsr.1439999
dc.identifier.endpage174
dc.identifier.issn2791-9781
dc.identifier.issn2791-9862
dc.identifier.issue3
dc.identifier.startpage159
dc.identifier.trdizinid1328991
dc.identifier.urihttps://doi.org/10.26466/opusjsr.1439999
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1328991
dc.identifier.urihttps://hdl.handle.net/20.500.12403/5319
dc.identifier.volume21
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofOPUS Toplum Araştırmaları Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR-Dizin_20260218
dc.subjectBrand equity
dc.subjectConspicuous consumption
dc.subjectEconomic crises
dc.subjectPremium branded products
dc.subjectPurchasing intention
dc.titleInvestigation on the Effect of Conspicuous Consumption and Brand Equity on the Purchasing Intention of Premium Branded Products
dc.typeArticle

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