With the approval of the Rector of the National Economics University, the institutional committee organized a foundation defense for the doctoral dissertation of PhD candidate Nguyen Bao Ngoc, majoring in Business Administration (E-PhD Program), with the research topic "An investigation into inconspicuous luxury consumption in Vietnam" on the afternoon of October 14, 2024, in room 1501, Building A1, National Economics University.
The doctoral dissertation was supervised by Prof. Dr. Nguyen Thi Tuyet Mai from the National Economics University.
The ceremony was attended by committee members, including Assoc. Prof. Dr. Nguyen Vu Hung – National Economics University – Committee Chairman, Dr. Le Thi Thu Mai, Dr. Nguyen Hoang Linh, Dr. Dao Tung, and Assoc. Prof. Dr. Nguyen Thi Hoang Yen – Posts and Telecommunications Institute of Technology. Additionally, the ceremony featured the presence of the supervising instructor.
Subsequently, PhD candidate Nguyen Bao Ngoc presented the research findings of her dissertation to the committee. The research topic introduces a new consumption phenomenon in Vietnam: inconspicuous luxury consumption. At the same time, the research also identifies factors influencing the intention to engage in inconspicuous luxury consumption. The research results reveal customer segments that engage in inconspicuous luxury consumption, as well as the motivations driving customers to adopt this consumption behavior. Status needs emerge as one of the prominent motivations causing Vietnamese consumers to use inconspicuous luxury products. Meanwhile, the research results demonstrate that Vietnamese consumers are influenced by both moral motivations. Through this analysis, the research proposes integrated marketing programs for businesses providing inconspicuous luxury products by utilizing subtle signals as a corporate product development strategy.
Some photos from the foundation defense session:
Article and photos: Institute for Sustainable Development
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