Ibrahim, Meastari Ramadahana Delia and Reese, Matthias (2016) Analyzing The Relationship Between Brand Prestige And Consumer’s Self-Esteem: A Study Case Of Louis Vuitton. Bachelor thesis, Swiss German University.

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Abstract

Today, consumers are more interested in prestigious brand in order to gain their social values among the society. These consumers are categorized as prestige-seeking consumers. To create an understanding towards this phenomenon, this study is conducted. This study aims to propose a concept of the relationship between brand prestige and consumer's self-esteem, in the context of Louis Vuitton study case. There are two hypothesis provided, first is to proposed that there is a significant association between brand prestige and consumer's self-esteem, and second is that people with lower self-esteem tend to rate brand prestige higher than people with high self-esteem. Louis Vuitton consumers in Jakarta and BSD area are the targeted group of this research. The result shows a positive relationship between the two variables, however it shows the opposite outcome for the second hypothesis.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Prestige; Consumer’s Self-Esteem; Louis Vuitton
Subjects:	B Philosophy. Psychology. Religion > BF Psychology > BF697.5 Self-esteem H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 Oct 2020 15:17
Last Modified:	19 Oct 2020 15:17
URI:	http://repository.sgu.ac.id/id/eprint/931

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