Luxury Market: Analysis of the driving forces in the context of Iranian luxury hand-woven carpet market
This research is divided in three papers relating to the luxury hand-woven carpet market in Iran. Each of these papers focusing on the effect of brand image dimensions on the various variables such as perceived quality, status consumption and luxury willingness to purchase. All the related data are collected through designed online questionnaires distributed among Iranian consumers and they were analyzed by the last version of R. According to the interesting findings, number of theoretical and managerial contributions were presented in order to pave the way for the retailers and managers of luxury brands in the luxury hand-woven carpet market of Iran to prepare a well-qualified perceived quality of the products for consumers, understanding the motivations behind the status consumption of consumers in this market and finally defining the factors which are lying behind luxury willingness to purchase in this market.
Networked Digital Library of Theses and Dissertations