Social Gratification and Second-Hand Fashion: An Exploratory Study of Luxury Brand Watches in Thailand

Abstract

Objective - The sales of luxury brands are escalating worldwide and are predicted to have a steady growth. However, the outbreak of COVID-19 epidemic has put a halt on world markets of luxury brand watches, providing the opportunity for the second-hand luxury watches to grow. This study aims at examining the factors impacting consumers’ social gratification of second-hand luxury brand watch. Methodology/Technique - The data were collected from two hundred members of second-hand luxury brand watches Facebook group which is a private and closed group on Facebook in Thailand. Findings – The structural equation model was conducted to analyze the results of the study. The research findings reveal several factors which significantly influence subjects’ social gratification of second-hand luxury brand watch. Novelty - The results also showed that the perceived symbolic value plays an important mediating role between the perceived experiential value and the social gratification. Type of Paper: Empirical JEL Classification: M30, M31 Keywords: Second-Hand Luxury Brand Watch, Social Gratification, Thailand Reference to this paper should be made as follows: Hansanti, P. (2022). Social Gratification and Second-Hand Fashion: An Exploratory Study of Luxury Brand Watches in Thailand, J. Mgt. Mkt. Review, 7(2), 66 – 78. https://doi.org/10.35609/jmmr.2022.7.2(2)