MEASURING LUXURY BRAND CONSUMPTION AND FEMALE CONSUMERS' RELIGIOSITY IN THE UAE

Abstract

Luxury brand consumption by female consumers in the rich Arab Gulf states has never been systematically studied, and thus most of our knowledge in this area remains shaped by preconceived notions that are not likely to withstand scientific scrutiny. This study fills that gap in research and provides significant evidence on the actual consumption behavior of this enigmatic consumer segment. In our study, focus groups and expert feedback were used to construct a Luxury Consumption Scale (LCS) to measure actual luxury purchases, while Tiliouine's Scale (RS) was used to measure religiosity. Results show that the sample tended to be religious with moderate luxury consumption, but no relationship was observed between these two. Results also demonstrate that brands transcend boundaries; ridges created by politicians and extremists are bridged by Burberry, Hermes and Versace. Religious Arab women did not perceive a problem in being defined by international brands of non-Muslim origin. This study contributes to the literature by examining the underexplored intersection of female luxury brand consumption and religiosity in the lucrative markets of the Arab Gulf.

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