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Measuring the impact of beliefs on luxury buying behavior in an emerging market: Empirical evidence from India

Sheetal Jain (Department of Business Administration, Aligarh Muslim University, Aligarh, India) (Bardia Consulting Pvt. Ltd, Delhi, India)
Mohd Naved Khan (Department of Business Administration, Aligarh Muslim University, Aligarh, India)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 10 July 2017

Abstract

Purpose

Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption.

Design/methodology/approach

Researcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis.

Findings

The findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands.

Originality/value

This research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners.

Keywords

Citation

Jain, S. and Khan, M.N. (2017), "Measuring the impact of beliefs on luxury buying behavior in an emerging market: Empirical evidence from India", Journal of Fashion Marketing and Management, Vol. 21 No. 3, pp. 341-360. https://doi.org/10.1108/JFMM-07-2016-0065

Publisher

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Emerald Publishing Limited

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