If they could see me now: immigrants' use of prestige brands to convey status

Abstract

Purpose

The purpose of this study is to examine the degree of ethnic identity and demographic characteristics (the length of residency in the USA, education, income, age, and origin of ethnicity) in relation to brand purchases for status.

Design/methodology/approach

The research is based on a survey of 324 retail customers of Hispanics (n=173) and Asians (n=151) with analysis performed using regression analysis, t‐tests, and ANCOVA.

Findings

The stronger an immigrant identifies with his/her ethnic culture, the more likely he/she is to purchase high‐priced branded products for status purposes. Immigrants with higher incomes are more likely to purchase high‐ priced prestige brands. Younger immigrants report a greater propensity to purchase high‐priced prestige brands. No relationship with the dependent variable was found with length of time in the USA, education, and origin of ethnicities of immigrants.

Originality/value

The major contribution of this research is to demonstrate the importance of ethnic identity strength, to reveal the major demographic variables on immigrant consumer behaviors, and to identify means by which practitioners can effectively use ethnicity strength, income, and age to target immigrant consumers.

Citation

Eunjung Kwak, L. and Sojka, J.Z. (2010), "If they could see me now: immigrants' use of prestige brands to convey status", Journal of Consumer Marketing, Vol. 27 No. 4, pp. 371-380. https://doi.org/10.1108/07363761011052404