The Mediating Role of Status Consumption on the Relationship of Materialism and Brand Engagement in Self-Concept
Ziaur Rehman1, Rohaizat Baharun2, Nor Zafir Md Salleh3, Farhan Sarwar4
1Zia ur Rehman, Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, Malaysia.
2Rohaizat Baharun, Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, Malaysia.
3Nor Zafir Md Salleh, Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, Malaysia.
4Farhan Sarwar, Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, Malaysia.
Manuscript received on 29 June 2019 | Revised Manuscript received on 11 July 2019 | Manuscript Published on 17 July 2019 | PP: 618-623 | Volume-8 Issue-2S July 2019 | Retrieval Number: B10930782S19/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Materialism plays a vital role in shaping consumer decision making and consumption process. It is investigated in the marketing literature from various perspectives. The current study takes account of materialism as a consumer personality trait. Further, it investigates the impact of materialism on brand engagement in self-concept through the mediating effect of status consumption in the designer clothing industry. The present study is constructed on Mowen’s meta-theoretic model (3M). By using a survey based research design, 227 questionnaires collected from the customers of designer clothing. The structural equation modeling technique of partial least squares (SEM-PLS) was applied for data analysis. The findings show that status consumption mediates the relationship between materialism and brand engagement in self-concept. The direct relationship of materialism and brand engagement in self-concept has become insignificant because of the inclusion of status consumption as mediator. The study successfully investigated the impact of materialism on brand engagement in self-concept through status consumption.
Keywords: Materialism, Status Consumption, Brand Engagement in Self-Concept.
Scope of the Article: Self-Organizing Networks and Networked Systems