Advanced

I am my bag. My bag is me.

Hallberg, Alicia LU and Jismark, Emma LU (2016) MODK63 20161
Division of Fashion Science
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 individual
value- and relationship creation, the cultural and social contexts influences, goods ascribed
with human attributes and interpreted on the basis of a hermeneutic method.

The study shows that the purchase... (More)
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 individual
value- and relationship creation, the cultural and social contexts influences, goods ascribed
with human attributes and interpreted on the basis of a hermeneutic method.

The study shows that the purchase experience contributes an additional emotional value that
affects how the respondents perceive their relationship to the luxury bag. The purchase
experience contributes with emotions, which in turn is applied as an extra value to the luxury
bag. The study has shown that there is a personal and human relationship between the
interviewees 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 form
of love, identity and solidarity to the luxury bag, which makes the relationship human. The
cultural and social context has an influence on the earlier described relationship in forms of
the social norms and social acceptance, which limits the interviewees in their relationship and
feelings to the luxury bag. Because of the feelings, identity and solidarity that are ascribed to
the luxury bag, the bag is more special and valuable to the interviewees. As a result; the
luxury bag has a special place in the interviewees' homes; the interviewees are more
concerned about their luxury bags; and the interviewees feel a certain way when they use the
luxury bag. This shows that the personal and human relationship contributes with values to
the luxury bag, which makes it more special. As follows; the usage of the luxury bag has a
central role in the interviewee’s lives. (Less)
Please use this url to cite or link to this publication:
author
Hallberg, Alicia LU and Jismark, Emma LU
supervisor
organization
course
MODK63 20161
year
type
M2 - Bachelor Degree
subject
keywords
Relationship, Purchase experience, Luxury bag, Consumer, Value, Usage, konsumtion, handväskor, lyxprodukter
language
Swedish
id
8888591
date added to LUP
2016-09-26 12:05:26
date last changed
2016-09-26 12:05:26
@misc{8888591,
  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 individual
value- and relationship creation, the cultural and social contexts influences, goods ascribed
with human attributes and interpreted on the basis of a hermeneutic method.

The study shows that the purchase experience contributes an additional emotional value that
affects how the respondents perceive their relationship to the luxury bag. The purchase
experience contributes with emotions, which in turn is applied as an extra value to the luxury
bag. The study has shown that there is a personal and human relationship between the
interviewees 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 form
of love, identity and solidarity to the luxury bag, which makes the relationship human. The
cultural and social context has an influence on the earlier described relationship in forms of
the social norms and social acceptance, which limits the interviewees in their relationship and
feelings to the luxury bag. Because of the feelings, identity and solidarity that are ascribed to
the luxury bag, the bag is more special and valuable to the interviewees. As a result; the
luxury bag has a special place in the interviewees' homes; the interviewees are more
concerned about their luxury bags; and the interviewees feel a certain way when they use the
luxury bag. This shows that the personal and human relationship contributes with values to
the luxury bag, which makes it more special. As follows; the usage of the luxury bag has a
central role in the interviewee’s lives.},
  author       = {Hallberg, Alicia and Jismark, Emma},
  keyword      = {Relationship,Purchase experience,Luxury bag,Consumer,Value,Usage,konsumtion,handväskor,lyxprodukter},
  language     = {swe},
  note         = {Student Paper},
  title        = {I am my bag. My bag is me.},
  year         = {2016},
}