Lifting the curtain on cultural values, materialism and luxury consumption: Evidence from Jordan

The demand for luxury goods is growing in new emerging markets. However, there is
still minimal research on the influence of culture and materialism on consumers' purchasing behaviour for luxury goods in these markets. Data were collected using an
online survey from 532 luxury customers in Jordan. This research provides empirical
evidence that adds to brand luxury studies by investigating the relationship between
cultural orientations (vertical–horizontal), dimensions of individualism and collectivism
with materialism and other interpersonal factors influencing materialism and luxury
purchase intentions. The findings show that materialism is highly correlated with
vertical orientations. Moreover, the relationship between materialism and purchase
intentions is not significant but mediated by the bandwagon effect and status consumption.
This suggests that Jordanian consumers buy luxury products to help support
their social status and keep up with trends within their social groups. For
marketing management strategy, to encourage purchases, communication strategies
should emphasise the social value of the purchase.