The Mediating Role of Self-concept Discrepancy in the Relationship between Values and Personal based Motivation of Luxury Products Consumers

AbstractThis study integrates existing streams of literature in luxury and self-concept theory in order to provide evidence of the mediating role of self-concept discrepancy in the relationship between values and personal based motivation of luxury product consumers. This study is the first to focus on this topic providing evidence of the role of personal values in driving luxury motives and incorporating the self-concept construct in the luxury literature