Do women dress for other women? A study on female luxury consumption and intrasexual competition

Purpose: This article investigates the influence of female intrasexual competition on the consumption of luxury goods in emerging and developed economies.Design/methodology/approach: the research consists of a survey of 437 women from both emerging and developed economies to perform a cross-culture...

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Detalhes bibliográficos
Autores: Bervian, Luciana Merlin, Floriani, Dinorá Eliete
Tipo de documento: artigo
Estado:Versão publicada
Data de publicação:2021
País:Brasil
Recursos:Universidade Nove de Julho (UNINOVE)
Repositório:REMark - Revista Brasileira de Marketing
Idioma:inglês
OAI Identifier:oai:ojs.periodicos.uninove.br:article/17940
Acesso em linha:https://periodicos.uninove.br/remark/article/view/17940
Access Level:Acceso aberto
Palavra-chave:Keywords
Consumption of luxury goods
female intrasexual competition
marketing.
Consumo de produtos de luxo
Competição intrasexual feminina
Marketing.
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oai_identifier_str oai:ojs.periodicos.uninove.br:article/17940
network_acronym_str BR
network_name_str Brasil
repository_id_str
dc.title.none.fl_str_mv Do women dress for other women? A study on female luxury consumption and intrasexual competition
As mulheres se vestem para outras mulheres? Um estudo sobre consumo de luxo feminino e competição intrasexual
title Do women dress for other women? A study on female luxury consumption and intrasexual competition
spellingShingle Do women dress for other women? A study on female luxury consumption and intrasexual competition
Bervian, Luciana Merlin
Keywords
Consumption of luxury goods
female intrasexual competition
marketing.
Consumo de produtos de luxo
Competição intrasexual feminina
Marketing.
title_short Do women dress for other women? A study on female luxury consumption and intrasexual competition
title_full Do women dress for other women? A study on female luxury consumption and intrasexual competition
title_fullStr Do women dress for other women? A study on female luxury consumption and intrasexual competition
title_full_unstemmed Do women dress for other women? A study on female luxury consumption and intrasexual competition
title_sort Do women dress for other women? A study on female luxury consumption and intrasexual competition
dc.creator.none.fl_str_mv Bervian, Luciana Merlin
Floriani, Dinorá Eliete
author Bervian, Luciana Merlin
author_facet Bervian, Luciana Merlin
Floriani, Dinorá Eliete
author_role author
author2 Floriani, Dinorá Eliete
author2_role author
dc.subject.por.fl_str_mv Keywords
Consumption of luxury goods
female intrasexual competition
marketing.
Consumo de produtos de luxo
Competição intrasexual feminina
Marketing.
topic Keywords
Consumption of luxury goods
female intrasexual competition
marketing.
Consumo de produtos de luxo
Competição intrasexual feminina
Marketing.
description Purpose: This article investigates the influence of female intrasexual competition on the consumption of luxury goods in emerging and developed economies.Design/methodology/approach: the research consists of a survey of 437 women from both emerging and developed economies to perform a cross-culture analysis. The approach is quantitative with the application of exploratory factor analysis, confirmatory factor analysis and multiple linear regression.Originality/value: the study intends to fill research gaps in analysing the motivations of women when purchasing luxury goods and their relationship with consumption as a strategy for intra-sexual competition, namely in emerging countries, where access to luxury goods has been delayed due to the late opening of the markets.Findings: The results show that female intrasexual competition, in the context of attracting a romantic partner, play an important role in the consumption of luxury goods. Women display luxury items when feeling threated by another woman. The country's moderation did not interfere in the relationship between female intra-sexual competition and the consumption of luxury goods.Theoretical and practical contribution: these results are important and precursors on the topic in the area of management and marketing. Previous studies focusing on these countries have restricted the scope of sexual selection to the field of psychology. Understanding the uniqueness of luxury goods consumption is an important analytical and strategic factor for marketing professionals.
publishDate 2021
dc.date.none.fl_str_mv 2021-03-09
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/17940
10.5585/remark.v20i1.17940
url https://periodicos.uninove.br/remark/article/view/17940
identifier_str_mv 10.5585/remark.v20i1.17940
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/17940/8821
dc.rights.driver.fl_str_mv Copyright (c) 2021 Luciana Merlin Bervian, Dinorá Eliete Floriani
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2021 Luciana Merlin Bervian, Dinorá Eliete Floriani
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 20 n. 1 (2021): (jan./mar.); 105-131
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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spelling Do women dress for other women? A study on female luxury consumption and intrasexual competitionAs mulheres se vestem para outras mulheres? Um estudo sobre consumo de luxo feminino e competição intrasexualKeywordsConsumption of luxury goodsfemale intrasexual competitionmarketing.Consumo de produtos de luxoCompetição intrasexual femininaMarketing.Purpose: This article investigates the influence of female intrasexual competition on the consumption of luxury goods in emerging and developed economies.Design/methodology/approach: the research consists of a survey of 437 women from both emerging and developed economies to perform a cross-culture analysis. The approach is quantitative with the application of exploratory factor analysis, confirmatory factor analysis and multiple linear regression.Originality/value: the study intends to fill research gaps in analysing the motivations of women when purchasing luxury goods and their relationship with consumption as a strategy for intra-sexual competition, namely in emerging countries, where access to luxury goods has been delayed due to the late opening of the markets.Findings: The results show that female intrasexual competition, in the context of attracting a romantic partner, play an important role in the consumption of luxury goods. Women display luxury items when feeling threated by another woman. The country's moderation did not interfere in the relationship between female intra-sexual competition and the consumption of luxury goods.Theoretical and practical contribution: these results are important and precursors on the topic in the area of management and marketing. Previous studies focusing on these countries have restricted the scope of sexual selection to the field of psychology. Understanding the uniqueness of luxury goods consumption is an important analytical and strategic factor for marketing professionals.Objetivo: Este artigo investiga a influência da competição intrasexual feminina no consumo de produtos de luxo em países emergentes e tradicionais.Design/metodologia/abordagem: A pesquisa é baseada em uma survey com 437 mulheres de países emergentes e tradicionais, para realizar uma análise cross-cultural. A abordagem é quantitativa com a aplicação de análise fatorial exploratória, análise fatorial confirmatória e regressão linear múltipla.Originalidade/valor: O estudo visa preencher lacunas de pesquisa, analisando as motivações das mulheres na aquisição de produtos de luxo e a relação do consumo como estratégia de competição intrasexual, nomeadamente em países emergentes, onde o acesso a produtos de luxo tem sido retardado devido à abertura tardia dos mercados.Resultados: Os resultados mostram que a competição intrasexual feminina, no contexto da atração de um parceiro romântico, desempenha um papel importante no consumo de produtos de luxo. As mulheres exibem itens de luxo quando se sentem ameaçadas por outras mulheres. A moderação dos países não interferiu na associação da competição intrasexual feminina com o consumo de produtos de luxo.Contribuição teórica e prática: Estes resultados mostram descobertas pioneiras para a área de gestão e marketing. Estudos anteriores enfocando esses países restringiram o escopo da seleção sexual ao campo da psicologia. Compreender a singularidade do consumo de produtos de luxo é um fator analítico e estratégico importante para os profissionais de marketing.Universidade Nove de Julho - UNINOVE2021-03-09info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1794010.5585/remark.v20i1.17940ReMark - Revista Brasileira de Marketing; v. 20 n. 1 (2021): (jan./mar.); 105-1312177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/17940/8821Copyright (c) 2021 Luciana Merlin Bervian, Dinorá Eliete Florianihttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessBervian, Luciana MerlinFloriani, Dinorá Eliete2025-01-28T18:37:31Zoai:ojs.periodicos.uninove.br:article/17940Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2025-01-28T18:37:31REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
score 15,301629

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