Value co-creation has become an essential strategy in business that encourages customer involvement in creating products that meet customer demands and have superior value. Brand image and e-service quality are still important factors that influence customer decision making in purchasing...

The objective of this study was to explore the influence of personal effects (hedonic, perfectionism), interpersonal (snob, bandwagon, Veblen) and materialism on the intention to buy basic hygiene products considered luxury by people at the base of the economic pyramid. Quantitative...

Objectives: Driven by the Dual Process Theory and the Theory of Consumption, the purpose of this paper is to provide a refined scale for luxury consumption motives in addition to categorising the motives into emotional and rational concepts. Methods/Approach: A non-probability convenience...