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- W2564364161 abstract "This bachelor thesis studies the relationship between the luxury bag and young female consumers, in order to explore how this relationship affects the usage of the luxury bag. Four interviews with females between ages of 20-30 were held, according to an ethnographic method, to examine the purchase experience, the relationship and its influencing factors and also the usage of the luxury bag. This analysis was based on the empirical research,complemented with theories regarding emotional value, the extended self, the individualvalue- and relationship creation, the cultural and social contexts influences, goods ascribedwith human attributes and interpreted on the basis of a hermeneutic method.The study shows that the purchase experience contributes an additional emotional value thataffects how the respondents perceive their relationship to the luxury bag. The purchaseexperience contributes with emotions, which in turn is applied as an extra value to the luxurybag. The study has shown that there is a personal and human relationship between theinterviewees and their luxury bag. The interviewees see the luxury bag as a part of the self,which makes the relationship personal, and the interviewees ascribe human attributes, in formof love, identity and solidarity to the luxury bag, which makes the relationship human. Thecultural and social context has an influence on the earlier described relationship in forms ofthe social norms and social acceptance, which limits the interviewees in their relationship andfeelings to the luxury bag. Because of the feelings, identity and solidarity that are ascribed tothe luxury bag, the bag is more special and valuable to the interviewees. As a result; theluxury bag has a special place in the interviewees' homes; the interviewees are moreconcerned about their luxury bags; and the interviewees feel a certain way when they use theluxury bag. This shows that the personal and human relationship contributes with values tothe luxury bag, which makes it more special. As follows; the usage of the luxury bag has acentral role in the interviewee’s lives." @default.
- W2564364161 created "2017-01-06" @default.
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- W2564364161 date "2016-01-01" @default.
- W2564364161 modified "2023-09-26" @default.
- W2564364161 title "I am my bag. My bag is me." @default.
- W2564364161 hasPublicationYear "2016" @default.
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