Micro-Blog Marketing of Luxury Consumption: The Role of Micro-Blog Contents and Envy in Purchase Intention: An Abstract

2019 ◽  
pp. 189-190
Author(s):  
Wendy H. C. Chou ◽  
Byoungho Jin
Keyword(s):  
Purchase Intention ◽  
Luxury Consumption

Austerity to materialism and brand consciousness: luxury consumption in India

2018 ◽  
Vol 22 (2) ◽  
pp. 223-239 ◽  
Author(s):  
Nikita Sharda ◽  
Anil Kumar Bhat
Keyword(s):  
Purchase Intention ◽  
Brand Names ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
The Social ◽  
Indian Consumers ◽  
The Relationship ◽  
Self Administered Questionnaire

Purpose The purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers. Design/methodology/approach In order to measure materialism, brand consciousness, attitude toward luxury brands and purchase intention, pre-established scale items were used to design the self-administered questionnaire. A valid sample of 342 respondents was collected through mall intercepts, in-store intercepts, luxury brands exhibitions and festivals and international airports. The relationship was tested using regression analysis. Findings The findings support that the materialism and brand consciousness are positively related to the luxury consumption in India and play an important role in predicting the behavior of the young luxury buyers. The Indian youth is buying expensive luxury brands as symbols of status success and wealth in order to fulfill their materialistic goals. The desire to own and possess the well-known and expensive brand names demonstrates the importance the consumers attach to the social and symbolic value of the luxury brands. Practical implications The study reveals that the young Indian luxury buyers choose to buy brands that are most advertised. Creative advertisements enhancing luxury brands’ symbolic and social value can be effective. The study has implications for the international luxury brands, as they are expensive, well known and famous among the global consumers. Originality/value The key contribution of the study is the establishment of materialism and brand consciousness as important antecedents in the development of attitude toward luxury brands among the young Indian consumers.

COMPARISON OF LUXURY CONSUMPTION IN USA AND VIETNAM: THE ROLE OF DESIRE FOR STATUS AND COLLECTIVISTIC AND INDIVIDUALISTIC ORIENTATIONS

2015 ◽  
Vol 3 (9) ◽  
pp. 455-460
Author(s):  
Thao Phuong Nguyen ◽  
◽  
George Balabanis
Keyword(s):  
Luxury Consumption

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

Service Quality and Repeat Purchase: The Moderating Effect of Perceived Value, and Satisfaction

2020 ◽  
Vol 11 (1) ◽  
pp. 5-5
Author(s):  
Aprihatiningrum Hidayati ◽  
Agus W. Soehadi ◽  
Aji Hermawan ◽  
Hartoyo Hartoyo
Keyword(s):  
Service Quality ◽  
Direct Effect ◽  
Purchase Intention ◽  
Perceived Value ◽  
Moderating Variables ◽  
Mediating Role ◽  
Prior Literature ◽  
Repeat Purchase ◽  
Purchase Satisfaction

The purpose of this study is to examine the direct and indirect effect of these determinants on repeat purchase. Competitive training industries impose pressure on managers to increase repeat purchase. Even though service quality and repeat purchase are well studied in prior literature, their determinants such as perceived value and satisfaction have not been fully investigated together as moderating variables. Most of literature stated both of perceived value and satisfaction as independent variables. Besides, most of literature consider purchase as an attitudinal (namely purchase intention), while this study focus on behavioural (namely repeat purchase). Data from a survey of 300 customers of public training are used to empirically evaluate the model. Results indicate that perceived value and the satisfaction have no direct effect on repeat purchase. However, these constructs indirectly influence repeat purchase through the mediating role of service quality. Satisfaction and perceived value play a major role in enhancing service quality, but do not directly impact repeat purchase. Interestingly, the direct effect on repeat purchases stems from service quality while recent researches suggest satisfaction is the antecedent. The findings suggest that training companies should invest more resources aimed at enhancing service quality through service delivery training for their employees. Even though prior research has considered the concepts studied here, this study aims to empirically evaluate a variety of antecedent factors that potentially affect repeat purchase. Relationships are established utilizing data collected in Indonesia (an increasingly important consumer market) which adds value to extant knowledge in this area. Keywords: path analysis, perceived value, repeat purchase, satisfaction, service quali

Effects of different eWOM supplementary forms on purchase intention: The moderating role of eWOM valence

2016 ◽  
Vol 48 (6) ◽  
pp. 722
Author(s):  
Xin LI ◽  
Yiwen CHEN
Keyword(s):  
Purchase Intention ◽  
Moderating Role

scholarly journals The effect of consumer rights awareness on attitude and purchase intention in the hotel industry: Moderating role of demographic characteristics

2021 ◽  
Vol 8 (1) ◽  
pp. 1898301
Author(s):  
Charles Makanyeza ◽  
Tendai Douglas Svotwa ◽  
Olumide Jaiyeoba
Keyword(s):  
Purchase Intention ◽  
Hotel Industry ◽  
Demographic Characteristics ◽  
Consumer Rights ◽  
Moderating Role

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role
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