Influence of materialism, gender and nationality on consumer brand perceptions

Abstract

This study attempts to link materialism, gender and nationality with the\rconsumer perception of a high-priced brand of apparel. It describes the results of a\rsurvey of 104 undergraduate students in an Australian university. The work focuses on\rthe differences in perception of a high-priced brand. It indicates that young\rundergraduates hold different perceptions of a brand depending on their sex and\rnationality. The study also examines the materialistic tendencies of customers and\rwhether materialism is influenced by gender and nationality, especially from an\rAustralian perspective. Materialism was measured by using the Richins and Dawson\r(1992) scale. Five research questions were put forward and the results indicated that\rthere is a difference in perception of a high-priced brand between customers of different\rnationality and sexes.