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EMAC 2022 Regional Conference

Consumer Motives of Small Luxury Jewelry Consumption Amid Covid-19: A Conceptual Paper

Published: December 1, 2022


Mirna El Shayeb, The German University in Cairo; Marketing Department; Sara El-deeb, German University in Cairo; Raghda El Ebrashi, the German University in Cairo; Jusuf Zeqiri, Associate Professor of Marketing and International Business


Using the Consumption theory and the Dual Process theory, the purpose of this paper is to explore the motives of small luxury consumption amid the pandemic in individualistic and collectivist cultures. The current study provides insights into the changes in jewelry consumption during the pandemic. In addition to providing a categorization of the luxury values into emotional (conspicuousness, hedonism, uniqueness, and sustainability) and rational (quality and price); to support this categorization 40 interviews were administered. Furthermore, the study contributes value in terms of theoretical and managerial implications on how marketers can utilize luxury values to attract jewelry consumption during crisis.