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Article
Publication date: 14 July 2020

Sheetal Jain

Generation Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury…

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1306

Abstract

Purpose

Generation Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention.

Design/methodology/approach

Data were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.

Findings

The findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness.

Originality/value

This is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.

Details

Marketing Intelligence & Planning, vol. 39 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 15 November 2018

Hiroko Oe, Pornchnit Sunpakit, Yasuyuki Yamaoka and Yan Liang

This paper aims to examine consumer perceptions of conspicuousness of purchasing of luxury goods in Thailand.

Abstract

Purpose

This paper aims to examine consumer perceptions of conspicuousness of purchasing of luxury goods in Thailand.

Design/methodology/approach

This study applies a quantitative approach, based on a survey data collected on the internet. The data set was analyzed with structural equation modeling focusing on three latent factors: “Social”, “Personal” and “Conspicuousvalue perceptions.

Findings

The result indicates that “Conspicuousvalue does not have a significant impact on their purchasing intentions, which is a contradiction to the previous understanding that Asian consumers are inclined to behave conspicuously from the collectivist cultural context. This finding casts an implication for marketers in the relevant industry and the field of study for inconspicuous consumer behavior.

Research limitations/implications

This research outcome should be expanded to develop more robust implications for the relevant marketers and researchers. In doing so, another investigation based on a bigger data set with more samples would be required.

Originality/value

This study indicates that Thai consumers do not behave from the conspicuous perceptions, which has been believed in the Asian context of consumer behavior. This finding suggests a new paradigm for discussion is required to understand Asian consumer attitudes in more depth especially their perceptions of conspicuous and inconspicuous views.

Details

Journal of Consumer Marketing, vol. 35 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 16 March 2020

Sang-Eun Byun, Shuying Long and Manveer Mann

This study investigates drivers and dynamics of preferences for brand prominence among the Chinese little emperors (LEs) residing in the US, a unique but powerful consumer…

Abstract

Purpose

This study investigates drivers and dynamics of preferences for brand prominence among the Chinese little emperors (LEs) residing in the US, a unique but powerful consumer group with dual-cultural characteristics.

Design/methodology/approach

Using an online survey, the proposed model was tested with a convenience sample of the Chinese LE generation residing in the US

Findings

Susceptibility to normative influence was a significant cultural driver of conspicuous, social, and unique value perceptions of luxury consumption among the Chinese LE generation residing in the US Perceived conspicuous and social values of luxury consumption were the primary drivers of this group's brand prominence preference for luxury fashion bags. However, perceived unique value of luxury consumption did not necessarily lead these consumers to prefer prominent logos or marks on a luxury bag. Furthermore, sociodemographic factors (gender, age, and time lived in the US) significantly affected perceptions and preferences related to luxury consumption among this consumer group.

Research limitations/implications

This study advances the luxury literature by examining the drivers and dynamics of brand prominence preference among the Chinese LE generation residing in the US By testing the role of different sociodemographic factors, we demonstrate heterogeneity within this group and the evolving nature of their perceptions and preferences related to luxury consumption as they are acculturated to Western culture. We used a convenient sample and focused on luxury fashion bags for measuring preference for brand prominence, limiting the generalizability of the findings.

Practical implications

Luxury brands should effectively convey conspicuous and social values in product designs, advertising and promotions as these values play integral roles in determining the Chinese LE generation's preference for brand prominence. Our findings also highlight the importance of fine-tuned approaches to different segments within the LE generation cohort.

Originality/value

This study fills several gaps in the luxury literature by empirically investigating various factors affecting preference for brand prominence among the Chinese LE generation residing in the US, an important but under-researched luxury segment.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 16 March 2015

DongHee Kim, SooCheong (Shawn) Jang and Howard Adler

The purpose of this paper is to determine hidden drivers of electronic word-of-mouth (eWOM) by modeling attributes of self-relevant and quality-relevant values. This is a…

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5550

Abstract

Purpose

The purpose of this paper is to determine hidden drivers of electronic word-of-mouth (eWOM) by modeling attributes of self-relevant and quality-relevant values. This is a meaningful extension of previous consumer behavior research regarding the association of eWOM and self-constructs.

Design/methodology/approach

An on-site survey was conducted to collect data. Statistical analyses, including structural equation modeling and multigroup analysis, were used to empirically examine which factors significantly influence café customers to engage in eWOM.

Findings

The study found significant drivers of eWOM intentions by examining self-relevant values connected with the café, such as conveying reflected appraisal of self, conspicuous presentation and self-image congruity beyond the simple evaluation of service quality. The moderating effect of consumer opinion leadership on the relationships between those drivers and eWOM intentions was also investigated.

Practical implications

The results demonstrated that consumers’ self-construal value was a salient diver of eWOM intentions rather than service quality value itself. However, the findings showed that these service qualities positively influenced opinion leaders’ eWOM intentions to generate information. This makes an important contribution by providing practical messages for foodservice operators to develop more effective marketing strategies.

Originality/value

The present research extends our understanding of the drivers of eWOM beyond the idea that eWOM simply reflects perceived quality evaluations. The authors found that consumers can construct a self-identity and present themselves to others in the virtual world by showing “what they eat or experience”.

Details

International Journal of Contemporary Hospitality Management, vol. 27 no. 2
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 19 August 2019

Sheetal Jain

Although India is home to the world’s largest millennial population, so far, hardly any studies exist that explain the key drivers leading to the luxury goods consumption…

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2963

Abstract

Purpose

Although India is home to the world’s largest millennial population, so far, hardly any studies exist that explain the key drivers leading to the luxury goods consumption among this generational cohort. Therefore, the purpose of this paper is twofold: first, to develop and empirically test the conceptual framework designed to measure the relationship between luxury value perceptions and purchase intentions among the young Indian luxury consumers, and, second, to examine the moderating effect of gender in the relationship between luxury value perceptions and purchase intentions.

Design/methodology/approach

A purposive sampling technique was employed to collect the data from young luxury fashion consumers. Statistical tests including confirmatory factor analysis, multi-group analysis and structural equation modeling were applied for data analysis.

Findings

The findings show that the conspicuous value is the most significant determinant of luxury purchase intention followed by the experiential value, susceptibility to normative influence and utilitarian value. The uniqueness value was found to have weak relationship with purchase intention. Furthermore, results revealed that the relationship between the luxury values and the luxury buying intentions does not vary significantly between male and female.

Originality/value

This is one of the first studies that provides meaningful insights to the academicians and marketing practitioners about why millennials buy luxury fashion brands in emerging markets like India.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 4
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 26 October 2012

Paurav Shukla

Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer…

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13984

Abstract

Purpose

Despite the growing debate about differences in consumer attitudes and behavior in emerging and developed markets, there is little research on the differences in consumer value perceptions and their influence on purchase intentions. Focusing on the theory of impression management, the purpose of this paper is to introduce a conceptual framework incorporating the social (conspicuousness and status), personal (hedonism and materialism) and functional (uniqueness and price‐quality perceptions) value perceptions using the context of luxury goods.

Design/methodology/approach

Data were collected through a structured questionnaire‐ based study of consumers in four countries, representing two leading Western developed luxury markets (the US and the UK) and two important Eastern emerging markets (India and Malaysia). Multiple‐group SEM analysis was used to analyze the data.

Findings

The findings show several differences in the influence of value perceptions on consumer purchase intentions in the Western developed and Eastern emerging markets. The study highlights the importance of understanding the homogeneity and heterogeneity in consumer consumption decisions and provides managers with a basis to adapt their strategic responses.

Originality/value

The results offer needed empirical support and cross‐cultural stability to the much theorized construct of value perceptions by exploring their effects within and between Western developed and Eastern emerging markets. Additionally, it unifies and complements the previous work by integrating the theory of impression management and value perceptions framework, thus providing a comprehensive theoretical framework with empirical support.

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Article
Publication date: 10 April 2017

Yan Liang, Sid Ghosh and Hiroko Oe

The aim of this paper is to offer a conceptual model that demonstrates Chinese consumers’ value perceptions towards luxury products based on the recent literature reviews…

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4809

Abstract

Purpose

The aim of this paper is to offer a conceptual model that demonstrates Chinese consumers’ value perceptions towards luxury products based on the recent literature reviews and the findings from focus groups.

Design/methodology/approach

Focus group discussion is used to explore how Chinese consumers construct their value perceptions towards luxury products.

Findings

This research has integrate different perspective values into one multidimensional model to explain directly why Chinese consumers choose to buy luxury products, and what are these variables that influence their luxury value perceptions. It also provides a broader perspective in exploring the Chinese customer‘s self- and societal perceptions for purchasing luxury products.

Research limitations/implications

The primary data were only collected from three cities; thus, the findings may not be generalisable across all Chinese consumers. Moreover, this qualitative study was based on a relatively small sample size; thus, a future study is planned by designing a measurement instrument based on the proposed conceptual model and also testing the proposed theoretical model that scholars can apply in related empirical work in the future.

Originality/value

This study has offered a wide range of understanding about how Chinese luxury consumers’ luxury value perception reflect their purchasing behaviours and habits; it has also provided a new theoretical insight into the phenomenon of luxury consumption and contributed to the relatively limited literature on the concept of luxury in the context of Chinese market. It could also provide good implications for the effective marketing strategy actions in the context of Chinese luxury market.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 5 July 2021

Anis Ur Rehman, Serhan Al Shammari and Yaser Hasan Al-Mamary

This study aims to explore the relationship between consumers’ religiosity, their perceived functional, individual and social value of luxury and their luxury purchase intention.

Abstract

Purpose

This study aims to explore the relationship between consumers’ religiosity, their perceived functional, individual and social value of luxury and their luxury purchase intention.

Design/methodology/approach

The proposed relationships were explored in an intercultural setting by using samples from two considerably different cultures, Saudi Arabia and India. The identified constructs were measured by adapting the established scales. Statistical tests including exploratory factor analysis, multi-group confirmatory factor analysis and covariance-based structural equation modeling were applied to test the conceptual model and research hypotheses.

Findings

The results show that religiosity is not found to be negatively related to luxury purchase intention in both samples. Moreover, it was found that the functional and social values produce positive mediating effects, whereas the individual values (materialism, hedonism) of luxury products negatively mediate the relationship between religiosity and consumer purchase intention.

Practical implications

This research suggests that a non-traditional strategy may be effective to market luxury goods to religious consumers such as suppressing the materialistic aspect to focus on the quality and functionality aspects of the products.

Originality/value

The role of luxury value perception as a mediator between religiosity and luxury purchase intentions has not been studied in the previous researches to the best of authors’ knowledge, and is therefore, the unique contribution of this study. This research addresses the gap in the existing body of knowledge by probing how religiosity effects perceptions of luxury value and resultant luxury purchase intention.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

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Article
Publication date: 10 July 2017

Sheetal Jain and Mohd Naved Khan

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…

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2615

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 3
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 18 June 2021

Purva Sharma, Sudeepta Pradhan and Ankur Srivastava

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study…

Abstract

Purpose

The study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.

Design/methodology/approach

The study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.

Findings

The study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.

Originality/value

Research on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 4
Type: Research Article
ISSN: 1757-4323

Keywords

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