The desire for luxury jewellery possession: modelling influence factors

Roth, Vivian (2022) The desire for luxury jewellery possession: modelling influence factors. PhD thesis, University of Gloucestershire. doi:10.46289/GG96W3Y2

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Research surrounding the desire for luxury jewellery possession is extremely limited, even though possessions play a key role in personal, social, and behavioural structures in western cultures, and despite customers’ growing desire for luxury products, as indicated by continued sales growth. The unique features of luxury jewellery - being comparatively small, often unobtrusive and worn close to the body - make it particularly interesting as a product category. Based on extensive literature in comparable fields, this research uses Structural Equation Modelling to examine six observed variables and three latent variables that may influence desire for luxury jewellery possession. 547 responses from consumers living in Germany who possess luxury jewellery are used to test the predictive model. Findings reveal that ‘self-extension’, and ‘self-improvement’ had the strongest direct significant effect on desire for possession, followed by ‘social identity’ and ‘social positioning’, whilst the direct effect of ‘emotional significance’ and ‘emotional relationship to objects’ was not significant. ‘Possession attachment’, ‘consumer need for uniqueness’ and ‘symbolic meaning of luxury’ were removed from the model as they failed to meet the necessary markers for discriminant validity. Future research is needed to determine their nature and impact given that these concepts seem likely to play some role. This research considers aspects that have received limited attention; it also extends current theories that primarily refer to the “point of purchase” and “purchase intention” by examining how people relate to objects that they already possess. It also highlights the distinctive nature of luxury jewellery, clearly not mundane objects. The complex influence of the nature of acquisition is considered, and opportunities for future research to examine the different natures highlighted. The research also acknowledges that the value of possession may vary across time and between individuals and be of considerable importance to desiring luxury jewellery possession. Finally, the research identifies the potential of established scales within the context of possession and consumers’ relationship to luxury objects. Given these insights, this thesis has made a significant and original contribution to existing knowledge. The findings also offer insights for luxury jewellery retailers, demonstrating that consumers’ need for self-extension and social identity should be considered to construct more nuanced marketing activities when approaching customers. This is expected to increase consumers’ desire for luxury jewellery possession.

Item Type: Thesis (PhD)
Thesis Advisors:
Thesis AdvisorEmailURL
Uncontrolled Keywords: Possession; Desire; Luxury jewellery; Emotional significance of possessions, self-extension social identity
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
H Social Sciences > HF Commerce > HF5001 Business > HF5428 Retail Trade
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Culture, Continuity, and Transformation
Depositing User: Kamila Niekoraniec
Date Deposited: 03 Jul 2023 11:03
Last Modified: 03 Jul 2023 11:03

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