A New Approach to the Symbolic Consumption of Luxury Goods in The Post-Covid Era - Conceptual Overview

Abstract

Abstract Purpose –This is a conceptual paper that relates to the behavioural changes of the symbolic consumers amid the COVID-19 pandemic. The author is seeking to find out a new conceptual framework for the existing theory of symbolic consumeristic attitudes and behavioural transformations that affected luxury purchasing habits after the pandemic time. This theoretical study is known for the purchase intentions of luxury brands also by comparing the influences of perceived values and social influence. Design/methodology/approach – the study will use the relevant literature on behavioural changes but since COVID-19 is a new pandemic, an absence of approach related to the pandemic is expected. Nevertheless, the conceptual framework developed in this study which was carefully considered by the authors will be tested in the future to ensure that it can become a theory. The methodology used by the study is based on the literature search and secondary data to come out with the suggested framework. The expected findings of the study of the consumers are based on their behavioural reactions in the post-pandemic era. Finding – The results indicate that self- dissidence boosts consumers’ propensity to commit to symbolic consumption of branded luxuries (fake or unique) that can serve the social function of self-expression to relieve distress. The study also proposes different purposes of status and apparent consumption as there is often a theoretical overlap of these constructs in literature. The results show that luxury symbolism positively influences self-consistency, social approval, and self-esteem as more has an impact on self-affirmation and customer loyalty. Research limitations/implications – Luxury marketers should focus on bind elements of their brands, such as their popularity, and how they enhance social connectedness when tailoring their brand communication to isolated consumers. No data have been found about symbolic consumers recently also as about their self-esteem and personal value in Europe (the just USA and China).