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Factors affecting Mexican college students' purchase intention toward a US apparel brand

Min‐Young Lee (University of Kentucky, Lexington, Kentucky, USA)
Youn‐Kyung Kim (University of Tennessee, Knoxville, Tennessee, USA)
Lou Pelton (University of North Texas, Denton, Texas, USA)
Dee Knight (University of North Texas, Denton, Texas, USA)
Judith Forney (University of North Texas, Denton, Texas, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 11 July 2008

Abstract

Purpose

This paper on Mexican college students aims to examine the effects of general consumer variables (i.e. normative interpersonal influence and brand consciousness) and brand‐specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US apparel brand.

Design/methodology/approach

The study is designed to determine the factors influencing Mexican college students' purchase intention toward a US apparel brand. Purchase intention is explained with several variables: normative interpersonal influence, brand consciousness, perceived quality, and emotional value. A total of 256 college students in Mexico participated in the survey.

Findings

Using structural equation modeling (SEM), the study finds that Mexican college students' normative interpersonal influence positively affected brand consciousness. Brand consciousness is positively related to emotional value, but not to perceived quality of a US brand. Emotional value positively influences purchase intention toward a US brand, while perceived quality negatively influences purchase intention.

Practical implications

This study provides valuable strategic implications for US retailers who plan to enter the Mexican market. According to the findings of the study, US retailers could focus on the emotional aspects of US brands in order to appeal to Mexican college students, especially those who are brand conscious.

Originality/value

Given that the Mexican market provides growth opportunities for US apparel retailers, there has been a dearth of empirical research on Mexican college students' attitudes and perceptions toward US brands. In this regard, this paper is designed to determine the factors influencing Mexican college students' purchase of US apparel brands.

Keywords

Citation

Lee, M., Kim, Y., Pelton, L., Knight, D. and Forney, J. (2008), "Factors affecting Mexican college students' purchase intention toward a US apparel brand", Journal of Fashion Marketing and Management, Vol. 12 No. 3, pp. 294-307. https://doi.org/10.1108/13612020810889263

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited