Luxury brand commitment: a study of Chinese consumers

Ning Li (Department of Business and Management, Newcastle Business School, Newcastle Upon Tyne, UK)
Andrew Robson (Department of Business and Management, Newcastle Business School, Newcastle Upon Tyne, UK)
Nigel Coates (Department of Business and Management, Newcastle Business School, Newcastle Upon Tyne, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 30 September 2014

Abstract

Purpose

The purpose of this paper is to assess brand commitment levels demonstrated by luxury brand consumers in China and seeks to identify the most significant combination of antecedents from brand affect, image, value and trust.

Design/methodology/approach

A self-completion, researcher-supported questionnaire was disseminated within four Beijing shopping malls, generating 501 participants. The questionnaire comprised a range of scale sets covering brand affect, image, value, trust and commitment. The analysis comprised a summary overview of brand attainment followed by a substantive analysis involving confirmatory factor analysis and structural equations modelling to identify the most significant combination of antecedents relating to brand commitment.

Findings

Regarding absolute consumer endorsement, brand affect was the most positive area, with image, trust and value representing relatively positive brand attributes. Declared commitment was relatively low, representing a potential commercial challenge. Value, represented by its social and symbolic components, and trust were identified as providing a significant and direct explanation of consumer commitment, represented by its affective and continuance dimensions. The role of value and trust must be central in marketing luxury brands given their direct and combined impact on consumer commitment.

Research limitations/implications

The findings are transferable to other “Tier 1” locations in China, but take no account of either consumer behaviour outside of these wealthier conurbations, or segmentation of the associated markets.

Originality/value

Geographic setting and consideration of a vast consumer group provides research value and contribution to marketing planning in the pursuit of higher levels of consumer commitment to their brands.

Keywords

Citation

Li, N., Robson, A. and Coates, N. (2014), "Luxury brand commitment: a study of Chinese consumers", Marketing Intelligence & Planning, Vol. 32 No. 7, pp. 769-793. https://doi.org/10.1108/MIP-03-2013-0040

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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