Identifying fanatical consumers’ mental models toward luxurious brands

Subject Areas : marketing

Ramin Bagheri ¹ (Business PhD student)
مهدی نعیمی نظام آباد ² (گروه مدیریت، دانشکده مدیریت و حسابداری، دانشگاه آزاد اسلامی، واحد علی آباد کتول، علی آباد کتول، ایران)
Abdolaziz Pagheh ³ (Faculty Member)

Received: 2023-02-16 Accepted : 2023-04-12 Published : 2023-05-22

Keywords: Mental models, Q methodology, Fanatical Consumers, Luxurious Brands,

Abstract :

The objective of this research is to identify the fanatical consumers’ mental model toward luxurious brands. The present research is the exploratory mixed method and is conducted through Q methodology. The statistical population of this research is the consumers of luxurious designer watches. Statistical samples will be questioned adequately and meaningfully based on theoretical saturation and six experts dominant on this issue will be interviewed and 38 fanatical customers of luxury watch brands in Gorgan have been selected to order purposive sampling method. Factor analysis was done through SPSS software, and as a result, the fanatical consumers’ mental model consists of four types of devoted, deceitful, pleasure seeking and dysfunctional, which totally explained about 79 percent of total variance of the opinions. The devoted fanatical consumers were the dominant pattern of this research. Finally, some practical suggestions have been offered for each of these mental models to be used by owners of luxurious brands.