Purpose - 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 - 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

Keywords: Second-Hand Luxury Brand Watch, Social Gratification, Thailand

JEL Classification: M30, M31

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol7.2_2.html

DOI: https://doi.org/10.35609/jmmr.2022.7.2(2)

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