This study provides insights into how interpersonal influences and branding cues shape consumer luxury purchase intentions. Using a sample of British and Indian consumers, this study investigates and ...compares structure, properties and mean levels of susceptibility to interpersonal influences and highlights the interfunctional interactions. While normative interpersonal influences were found to be significant across nations, the role of informational interpersonal influences was significant only among Indian consumers. It was also observed that British consumers relied increasingly on branding cues. Moreover, brand image was found to be a significant moderator between normative interpersonal influences and luxury purchase intentions in both countries.
The intensifying competition in the luxury sector necessitates the need for managers to identify the factors underpinning customers' commitment to a luxury brand. Understanding commitment not only ...provides an insight into the question of how customers commit but also uncovers why customers commit to a particular brand. Using a questionnaire-based survey with customers, this research examines the antecedents and consequences of customer commitment to luxury brands. The findings indicate the differential influence of various antecedents on affective, calculative and normative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and advocacy intentions. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to luxury brands.
The study provides empirical support to the much conceptualized but not-yet-tested framework of luxury value perceptions in cross-national context. Using five distinct parameters, the study compares ...the luxury value perceptions among British and Indian consumers, thus providing a rich comparative context between collectivist and individualistic markets. The results support the notion that several luxury value perceptions may be highly influential among all cultures and countries. However, their degree of influence may differ dramatically. The findings suggest that consumers in collectivist markets use simpler selection criteria for measuring value of a luxury brand than consumers in individualistic markets. The results may assist luxury brand managers in developing a coherent and integrated long-term global strategy that also takes in country-specific adjustments.
Purpose - This paper sets out to address the issue of conspicuous consumption among middle age consumers (40-60), focusing on the psychological and brand antecedents, using the context of automobile ...buying behaviour. Existing literature does not clearly conceptualise psychological and brand antecedent and their effect on conspicuous consumption due to usage of inconsistent measurement techniques and being largely targeted at the youth segment.Design methodology approach - Two scales of measurement (psychological antecedent scale, brand antecedent scale) were employed to measure the impact. The study involved a quantitative research methodology employing a structured questionnaire and quota sampling with a total sample of 302 within the region of the South-East of the UK.Findings - The findings suggest that psychological and brand antecedents are of crucial importance among middle-aged consumers in influencing their conspicuous consumption.Practical implications - Using the examples of present communication strategies adopted by conspicuous product marketers, the paper argues how they are missing an opportunity and provides them with a novel way to market their brands, focusing on how consumers associate themselves with these brands.Originality value - The paper is the first of its kind to explicitly investigate the impact of brand and psychological antecedents among middle-aged consumers - one of the most significant segments for conspicuous marketers, yet so far understudied.
ABSTRACT
Previous empirical research on the relationship between consumer confusion and customer satisfaction has largely neglected the role of choice goals. In a context of technologically complex ...products, the authors analyze the effect of selected choice goals on the consumer confusion‐decision satisfaction link. The empirical findings, which are based on a field study of smart phone users, show that different sources of confusion have distinctive effects on choice goals, which in turn influence decision satisfaction. For example, while confusion caused by ambiguous information and choice overload is found to reduce choice confidence, perceived attribute similarity between products or brands increases choice confidence. Among the choice goals, evaluation costs and negative affect are found to increase decision satisfaction. The findings have important implications for marketers and consumer policymakers in terms of marketing communication and customer satisfaction.
This study aims to gain a deeper understanding of the relationship between parental resilience and parenting styles and the impact of these characteristics on children’s eating behaviors and weight. ...Through a quantitative examination, we found parental concerns about their child’s weight positively relate to family attitudes toward fruits and vegetables but negatively relate to actual consumption of fruits and vegetables. Contrarily, advance planning of healthy meals among parents is negatively associated with family attitudes toward fruits and vegetables but positively associated with children’s consumption of fruits and vegetables. Family attitudes toward fruits and vegetables have a significant influence on children’s consumption of fruits and vegetables. The personal competence component of parental resilience has a significant moderating influence on the relationship between parental concerns about their child’s weight and his or her consumption of fruits and vegetables. The “acceptance of self and life” component of parental resilience has a significant moderating influence on the relationship between advance planning of healthy meals among parents and children’s consumption of fruits and vegetables.
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.
Once the preserve of the elite, many luxury brands are now targeting the rapidly rising global middle classes. This “democratization of luxury,” understood as the perceived reduction in ...distinctiveness, exclusivity, and self-differentiation of luxury goods due to wider availability and access, has changed the luxury industry landscape substantially, and yet it remains an underexplored phenomenon in academic research. Building on the theory of network effects, this study focuses on how democratization influences the relationship between conspicuous signaling and luxury purchase intentions. Analysis of primary data (n = 1,156) from luxury consumers in developed (United States and Spain) and developing (China and India) markets with distinctly differing economic trajectories reveals the varying negative moderating influence of democratization. These negative effects of luxury democratization are more pronounced in developing markets (Study 1). Further, the findings highlight that consumer indulgence can help mitigate negative externalities associated with luxury democratization (Study 1) and identify its underlying mechanism through positive affect (Study 2). The multimethod approach demonstrated in this study sheds new light on consumer perceptions of luxury democratization and offers actionable implications for international luxury firms on managing this challenge in developed and developing markets.
As organizations spend a significant amount of their resources on online channels, it is vitally important to understand the effects of this cost on consumer behavior. The author developed and ...empirically tested an integrated model combining the effects of organizational efforts on consumer concerns, process satisfaction, and purchase intentions. The results of this effort suggested that consumers are still skeptical of the organizational efforts in an online context and their concerns remain a critical factor in influencing their satisfaction and purchase intention. The study provided insights for managers about how they may reduce shopping cart abandonment in online purchasing environment by focusing on consumer concerns.
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