Social Values and Bandwagon Motivations in the Context of Luxury Consumption

The global luxury market has seen an incredible increase in value during the last decades. Notwithstanding its volume, the marketing of luxury products has only attracted limited attention from academics and practitioners and still the specificities of this lucrative market and the nuances of luxury consumer behavior remain underexplored. This study aims to redress this gap and investigates the motive of bandwagon, highlighted as an important motivation of luxury consumption in extant literature; looks into the antecedent role of social values; and examines the mediating role of ideal self-concept as well as the moderating role of consumers’ susceptibility to interpersonal influence and consciousness. The study provides a complete luxury consumption framework explaining the bandwagon motivation.