The role of attribution theory and symbolic status on consumers' luxury brand atti̇tudes: A compari̇son between consumers i̇n Turkey and Saudi Arabia

This study investigates the attitudes of consumers in Turkey and Saudi Arabia towards luxury brands and how these attitudes are shaped within the context of symbolic status and attribution theories. Two distinct consumer surveys were conducted on luxury brands in the fashion and automotive sectors. The first survey targeted individuals who value the status of the brands or personal suitability, while the second focused on high-income consumers concerned with product details and quality. The analysis incorporated 293 surveys in the initial study. Most of the participants were male, aged 25-34, single, working in the private sector, and had a bachelor's degree. It was found that prestige has a positive effect on symbolic status and attribution theory was determined not to have a mediating effect within this dynamic. The second study included 179 surveys in the analysis. The majority of participants were again male, aged 25-34, single, with 35,2% working in the private sector, and the majority had an income level above $2666. The analysis results showed that the AVE values for the convergent validity and reliability of the scales were above 0,50, and the CR values were above 0,878, while the Cronbach's alpha values ranged between 0,839 and 0,938, indicating the reliability of the scales. It was found that brand attitude has a positive effect on brand loyalty, but factors such as intrinsic and extrinsic motivation, avoidance of anticipated anxiety, and anticipated joy have mixed results on the mediating effect on brand loyalty.