Show simple item record

dc.contributor.authorArli, Denni
dc.contributor.authorCherrier, Helene
dc.contributor.authorTjiptono, Fandy
dc.description.abstractPurpose – The purpose of this paper is: to explore the impact of religiousness (i.e. intrinsic religiousness, extrinsic religiousness) on purchase intention of luxury brands, affective attitude, and self-presentation; and, to explore the mediating effect of affective and self-presentation attitudes towards luxury brand purchase intention. Design/methodology/approach – Data were derived using convenience sampling at three large universities (i.e. one public and two private universities) in Yogyakarta, Indonesia. Researchers hand-delivered approximately 600 questionnaires to students in classrooms and public spaces (e.g. canteens and lounge rooms) of the universities. However, of the 525 questionnaires returned, only 491 were usable thereby offering an overall response rate of 81 per cent. Findings – The study found that intrinsic religiousness was related positively to affective attitudes towards luxury brands while extrinsic religiousness was positively related to self-presentation attitudes. Affective attitude and self-presentation were positively related to consumer intention to purchase luxury brands. Practical implications – The result of the present study shows that religious consumers are not necessarily anti materialism and often opt for luxury brands over purely utilitarian possession. This finding has important implications. First, it may create future ethical problems as materialism has been found to correlate with unethical behaviours such as the purchase of counterfeits. Second, materialism has been linked to insecurity. When religious consumers view worldly possessions as symbols of achievement or success, sources of happiness, and representations of luxury, they may use possessions rather than religious text to hinder insecurity and shape the self. Originality/value – This is one of the few studies exploring the impact of religiousness on luxury brands possession in Indonesia, a country with the largest Muslim population in the world and home to a highly religious society.
dc.publisherEmerald Group Publishing
dc.relation.ispartofjournalMarketing Intelligence and Planning
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.titleGod blesses those who wear Prada: Exploring the impact of religiousness on attitudes toward luxury among the youth of Indonesia
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorArli, Denni

Files in this item


There are no files associated with this item.

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record