Social Gratification and Second-Hand Fashion: An Exploratory Study of Luxury Brand Watches in Thailand

Songporn Hansanti ()
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Songporn Hansanti: Kasetsart University, Thailand Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: " Purpose - The sales of luxury brands are escalating worldwide and are predicted to have a steady growth. However, the outbreak of COVID-19 epidemic has put a halt on world markets of luxury brand watches, providing the opportunity for the second-hand luxury watches to grow. This study aims at examining the factors impacting consumers' social gratification of second-hand luxury brand watch. Methodology - The data were collected from two hundred members of second-hand luxury brand watches Facebook group which is a private and closed group on Facebook in Thailand. Findings - The structural equation model was conducted to analyze the results of the study. The research findings reveal several factors which significantly influence subjects' social gratification of second-hand luxury brand watch. Novelty - The results also showed that the perceived symbolic value plays an important mediating role between the perceived experiential value and the social gratification. Type of Paper - Empirical"

Keywords: Second-Hand Luxury Brand Watch; Social Gratification; Thailand (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Pages: 13
Date: 2022-07-30
New Economics Papers: this item is included in nep-ipr and nep-sea
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Published in Journal of Management and Marketing Review, Volume 7, Issue2

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr294

DOI: 10.35609/jmmr.2022.7.2(2)

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