Using the Q method to detect the mental patterns of fanatic consumers of luxury brands

Document Type : Research Paper


1 Department of Management, Sari Branch, Islamic Azad University, Sari, Iran

2 Department of Management, Aliabad Katool Branch, Islamic Azad University, Aliabad Katool, Iran



Luxury brands in various industries are one of the most attractive and profitable segments of the market, which, in addition to economic advantage, helps to develop the quality level of those products in the world by creating competition among luxury brands. Meanwhile, marketers and brand owners are constantly creating loyalty programs for their fanatical consumers. The purpose of this research is to identify the mental pattern of fanatical consumers towards luxury brands. The current research is of mixed exploratory type and was done using the Q method. The statistical population of this research is the customers of luxury watch brands. A sufficient number of statistical samples were asked based on theoretical saturation in a purposeful and accessible manner, six experts familiar with the subject were interviewed, and in a small part, 38 fanatical customers were interviewed to sort sample expressions into They were selected purposefully. The mental model of obsessive consumers included four types: devoted, deceitful, pleasure-seeking, and dysfunctional, which explained about 79\% of the variance of the views. Fanatic and dedicated consumers were the dominant model of this research. Finally, implementation suggestions were presented for each of the mental patterns of fanatical consumers for the use of luxury brand owners.


Articles in Press, Corrected Proof
Available Online from 08 May 2023
  • Receive Date: 20 June 2022
  • Revise Date: 12 September 2022
  • Accept Date: 21 September 2022
  • First Publish Date: 08 May 2023