Low Self Esteem and Luxury Marketing (Apples iPhone as a Luxury Dissertation

Low Self treasure and Luxury Marketing (Apples iPhone as a Luxury Product) - Dissertation ExampleBrands like Louis Vuitton, Cartier, and Gucci have started investing in their marketing campaigns. While old brands continue to lead the market, new lavishness brands have to a fault emerged. One such luxury product includes Apples iPhone. The definition of luxury has been presented by many researches and books and these have been drawn mainly through the consumers perception of luxury. Luxury has been known to adjoin the consumers through opposite ways. Luxury is loosely referred to products that atomic number 18 priced high, have a high perceived quality and provide an transcendent experience of the consumers. Products such as the iPhone redefine the concept of luxury to a certain extent. Such products are not always targeted to the rich and affluent class but also to those consumers who wish to improve upon their egoism by buying luxury products. Therefore, a correlation is obs erved between low self-esteem and luxury products. Significance of the StudyAs the spheric market is existence revived after the long global recession that struck the earth in 2007, demand for luxury goods is on the increase. This means that marketers around the world have to focus their attention back to marketing luxury goods. As the concept of luxury is being continuously redefined, luxury has been categorized into old luxury and new luxury. In the study, the aim is to evaluate the impact of self-esteem on the buying decisions of consumers