scholarly journals Devil continues to wear “counterfeit” Prada: a tale of two cities

2015 ◽  
Vol 32 (3) ◽  
pp. 176-189 ◽  
Author(s):  
Min Teah ◽  
Ian Phau ◽  
Yu-an Huang
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Relationship ◽  
Negative Relationship ◽  
Personality Factors ◽  
Luxury Brands ◽  
Chinese Consumers ◽  
Specific Product ◽  
Content Type ◽  
Taiwan Chinese

Purpose – This paper aims to examine the influence of social and personality factors on attitudes towards counterfeiting of luxury brands and purchase intention between China Chinese and Taiwan Chinese consumers. Design/methodology/approach – Data collection was conducted using a mall intercept approach in downtown Shanghai and Taipei. A self-administered questionnaire was developed and back-translated from English to Chinese and distributed. Structural equation modelling in LISREL was used to analyze the data. Findings – It was found that collectivism has a positive relationship with attitudes towards counterfeiting of luxury brands for the China Chinese but not for the Taiwan Chinese. Personal gratification was found to have a negative relationship with attitudes towards counterfeiting of luxury brands for the Taiwan Chinese consumers. Integrity and status consumption were found to have a positive relationship with attitudes towards counterfeiting of luxury brands for both the China Chinese and Taiwan Chinese consumers. Research limitations/implications – The findings are limited to comparison between China Chinese from Shanghai and Taiwan Chinese from Taipei; therefore, the results may not be generalizable across all Chinese consumers or international consumers. In addition, only luxury brands were examined in this paper. Future studies would need to address other contexts or specific product categories. Practical implications – This paper presents findings from two Chinese cities. The consumers may be from the same region; however, it is found from the study that they pose different attitudes and purchase intentions towards counterfeits of luxury brands. Therefore, the insights from this paper provide a deeper understanding into the differences between Chinese consumers and implications for practitioners, academics and policy makers. Originality/value – Majority of the cross-national studies are often compared between the so-called Western or Eastern countries. This paper examined counterfeiting from China (which is deemed as one of the largest manufacturers of counterfeits) and Taiwan (which was one of the largest counterfeiters decades ago). This provides insights into the development and differences between regional consumers and their attitudes towards counterfeits of luxury brands.

Moral norm is the key

2020 ◽  
Vol 32 (8) ◽  
pp. 1823-1841 ◽  
Author(s):  
Matthew Tingchi Liu ◽  
Yongdan Liu ◽  
Ziying Mo
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Underlying Mechanism ◽  
Subjective Norms ◽  
Purchase Intentions ◽  
Moral Norms ◽  
Green Products ◽  
Chinese Consumers ◽  
Content Type ◽  
The Relationship

PurposeThis research extends the theory of planned behaviour (TPB) and aims to study the underlying factors that influence Chinese consumers' purchase intentions towards green products. The conceptual model encompasses four elements (subjective norms, perceived behaviour control, moral norms and attitude) and one consumer response (purchase intention).Design/methodology/approachThe current research employs a questionnaire survey and two experiments. In Study 1, the hypotheses were tested using structural equation modelling with 485 consumers in China. Study 2 employed a single-factor, two-condition (morally engaged vs control), between-subject design.FindingsThe findings reveal that the morally extended TPB framework is more applicable in predicting Chinese consumers' green purchase intentions than the original TPB model. Attitude plays the most significant role in predicting purchase intentions, and moral norms prove to be a mediator of the relationship between the original construct of subjective norms and purchase intentions. The findings further revealed that moral norms comprise the underlying mechanism of the relationship between subjective norms and attitude.Originality/valueThis study therefore expands the TPB theory by including moral norms. Moreover, it contributes to the literature by clarifying the direct, indirect and total effects of each TPB element on the purchase intentions towards green products. Finally, managerial implications are given.

Affordable luxury consumption: an emerging market's perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shadma Shahid ◽  
Jamid Ul Islam ◽  
Rahela Farooqi ◽  
George Thomas
Keyword(s):  
Psychological Factors ◽  
Purchase Intention ◽  
Structural Equation ◽  
Emerging Market ◽  
Consumer Attitude ◽  
Luxury Brands ◽  
Cross Sectional ◽  
Luxury Consumption ◽  
Content Type ◽  
Need For Uniqueness

PurposeThis study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.Design/methodology/approachThe data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.FindingsThe findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.Originality/valueBy uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

2019 ◽  
Vol 28 (7) ◽  
pp. 800-811 ◽  
Author(s):  
Nikita Sharda ◽  
Anil Bhat
Keyword(s):  
Structural Equation ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Empirical Examination ◽  
Luxury Consumption ◽  
Specific Product ◽  
Content Type ◽  
Product Features ◽  
The Relationship

Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

Heterogeneity of luxury value perception: a generational comparison in China

2018 ◽  
Vol 35 (3) ◽  
pp. 458-474 ◽  
Author(s):  
Ling Jiang ◽  
Juan Shan
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Social Value ◽  
Cultural Variation ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
Older Consumers ◽  
Value Perception ◽  
Functional Value

Purpose Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper is to assess the relationships among Confucian propriety, luxury value perception, and purchase intention of luxury brands, and especially how these relationships differ between young and older consumers in a Chinese context. Design/methodology/approach Data were collected through a questionnaire survey in China. A multi-group structural equation model was used to test the conceptual model and research hypotheses. Findings The results show that the effects of functional value and social value on purchase intention of luxury brands are stronger for older generations than younger ones, while the effects of self-identity and hedonic value on purchase intention are stronger for younger generations than older ones. The Confucian propriety relates positively to the functional value and social value; however, these effects are more salient for older consumers. Originality/value The results of this study reveal the evolution of luxury consumption values and behaviors of Chinese consumers, suggesting that marketers should no longer label Chinese luxury consumers with common behaviors. It is also recommended that marketers of luxury brands in China should adapt this shifting attitude and respond actively to the expectations of different generations.

Antecedents of consumer animosity and the role of product involvement on purchase intentions

2017 ◽  
Vol 32 (1) ◽  
pp. 42-57 ◽  
Author(s):  
Ji Eun Park ◽  
Sung-Joon Yoon
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Negative Impact ◽  
Negative Relationship ◽  
Equation Model ◽  
Purchase Intentions ◽  
Product Involvement ◽  
Content Type ◽  
Consumer Animosity

Purpose The purpose of this paper is to further our understanding of the sources of consumer animosity and the moderating role of product involvement on purchase intentions. Design/methodology/approach Animosity is examined in the context of South Korean consumers’ purchase intentions toward Japanese products. A structural equation model was estimated in Lisrel 8.80 to assess the proposed model. Findings The results offer evidence that consumer ethnocentrism and susceptibility to normative influence have a positive relationship with animosity while cosmopolitanism has a negative relationship with animosity. Furthermore, animosity negatively influences intentions to purchase for high-involvement products, but not for low-involvement products. Practical implications International marketing managers can better identify the risk that consumer animosity poses to their products and services based on level of product involvement and characteristics of the market segment. Originality/value This study offers clarity to the understanding of animosity by examining additional antecedents of animosity that reflect different world views. It also provides an exception to the previous findings that in general animosity has a negative impact on consumers’ willingness to buy products of countries for which consumers have animosity. In other words, the effect of animosity on purchase intention of products from a disliked country depends on the degree of involvement.

scholarly journals Impact of consumer innovativeness on really new product adoption

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mona Seyed Esfahani ◽  
Nina Reynolds
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Social Cognitive ◽  
Positive Impact ◽  
Negative Relationship ◽  
New Product ◽  
Consumer Innovativeness ◽  
Content Type ◽  
Learning Attitude ◽  
2D And 3D

PurposeThe purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention.Design/methodology/approachThis study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used.FindingsResults indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a negative relationship between social innovativeness and attitude. Motivational elements of innovation, with the exception of hedonic motivation, positively influence purchase intention.Research limitations/implicationsThe main limitation of the study lies in the measurement of purchase intention, as actual purchases cannot be assessed as the products are not yet available. The findings encourage marketers to target innovators first, ideally innovators motivated by hedonic needs.Practical implicationsThe findings encourage marketers to target innovators first, perhaps for a long-term, innovators motivated by hedonic needs, as they are the ones who change their attitude positively towards novel innovation when presented in an aesthetically pleasant manner.Originality/valueThis study challenges the classic theories identifying the link between comprehension, attitude and purchase intention within the field of innovation. The findings indicate that while interacting with really new products, comprehension does not necessarily lead to attitude and intention but attitude does positively influence both intention and comprehension.

Analysis of the moral mechanism to purchase counterfeit luxury goods: evidence from China

2019 ◽  
Vol 31 (3) ◽  
pp. 647-669 ◽  
Author(s):  
Yushi Jiang ◽  
Miao Miao ◽  
Tariq Jalees ◽  
Syed Imran Zaman
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Reasoned Action ◽  
Ethical Reasoning ◽  
Past Research ◽  
Luxury Brands ◽  
Chinese Market ◽  
Content Type ◽  
Social Commitment ◽  
Luxury Products

Purpose The purpose of this paper is to extend the theory of reasoned action and the theory of planned behaviour to measure the effects of ethical and moral antecedents (e.g. integrity, moral judgement, extrinsic religiosity and intrinsic religiosity, and ethical concern) on attitudes towards counterfeit luxury products. Additionally, it also measured the effects on attitudes towards purchase intention. Design/methodology/approach The scope of the study is the Chinese market. The sample size for the study was 412 participants, and data were collected through established scales and measures. Structural equation modelling was used to test the developed model. Findings All the developed hypotheses were accepted. All the antecedents negatively affect attitudes towards counterfeit luxury products. At the same time, attitude has a positive effect on purchase intention. The results are consistent with those of earlier studies. Research limitations/implications Samples were gathered from just a single region in southwest China, which limits the generalisability of the discoveries. As past research in fake goods buying has done, future investigations relating to this situation in the domain of ethical reasoning should accumulate samples from other regions of China as well, as customer perception relating to profound morality and counterfeit Purchase Intention may change from region to region. Practical implications A few customers hold the opinion that luxury brands are lucrative because of the excessive costs of their products and therefore feel vindicated in buying counterfeits (Penz and Stottinger, 2005). Combatting this conviction requires luxury brand managers to endorse effective moral ideals and social commitment messages to prevail upon purchasers. Social implications A few customers trust that they are helping local people, such as the peddlers who offer the fakes or the producers who make these goods, suggesting in a way that a few individuals have positive attitudes towards these type of counterfeit goods sold locally. For such customers, there can be marketing messages that can show them the other side of the issue, such as the lost sales and loss caused to the organisations, which result in people becoming jobless because of their actions. Originality/value The primary goal of the study is to explore the relationship between the moral measurements of consumers and their attitudes and purchase intentions in the Chinese market.

Employee involvement in decision-making: the more the better?

2019 ◽  
Vol 40 (4) ◽  
pp. 768-782 ◽  
Author(s):  
Xiaowen Tian ◽  
Xiaoxuan Zhai
Keyword(s):  
Decision Making ◽  
Organizational Learning ◽  
Organizational Performance ◽  
Structural Equation ◽  
Positive Relationship ◽  
Employee Involvement ◽  
Negative Relationship ◽  
Collective Learning ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to relate participative decision-making (PDM) to organizational learning, and examine the impact of PDM on organizational performance. Design/methodology/approach The paper integrates the resource-based theory with organizational learning theory to develop a framework, and distinguishes PDM in which decisions are jointly made by employees and managers from employee decision-making (EDM) in which decisions are completely in the hands of employees. The paper incorporates an augmented Cobb–Douglass production function into a structural equation model to estimate the performance impact of PDM and EDM. Findings The paper tests the framework against firm-level data form China, and finds that PDM provides an opportunity for collective learning, and has a positive relationship with productivity-based profit gains; the positive relationship is stronger in firms whose management has greater accumulated knowledge and experience; EDM fails to provide an opportunity for collective learning, and has a negative relationship with productivity-based profit gains. Originality/value Prior research focused on the role of PDM in enhancing the motivation and performance of individual employees, considered the degree of employee involvement as a continuum with the highest being decision-making “completely in the hands of employees,” and concluded that the more involved are employees in decision-making the better. This paper relates PDM to organizational performance, and challenges this conventional view from an organizational learning perspective.

Volunteerism, affective commitment and citizenship behavior

2016 ◽  
Vol 31 (3) ◽  
pp. 657-671 ◽  
Author(s):  
Ajay K Jain
Keyword(s):  
Performance Appraisal ◽  
Structural Equation ◽  
Affective Commitment ◽  
Positive Relationship ◽  
Negative Relationship ◽  
Citizenship Behavior ◽  
Citizenship Behaviors ◽  
Content Type ◽  
Relationship Of ◽  
The Relationship

Purpose – The purpose of this paper is to investigate the relationship of altruistic and egoistic motives with person- and organization-oriented citizenship behaviors as mediated by affective commitment. The author hypothesized that altruistic motives are positively associated with person-oriented citizenship behavior and affective commitment while egoistic motives are positively associated with organization-oriented citizenship behavior and negatively associated with affective commitment. Design/methodology/approach – The data were collected from 248 middle and senior managers from 20 different locations of a power generation organization in India. Self- and other reported method were used to collect the data by administering the questionnaires. Findings – Results of structural equation analysis have supported, with some exception, the hypotheses. Affective commitment has mediated the relationship between motives and both forms of citizenship behavior. However, altruistic motives had shown a negative relationship with affective commitment and had a positive relationship with person-oriented citizenship behavior. Meanwhile, egoistic motives had a positive relationship with affective commitment and organization-oriented citizenship behavior. Practical implications – Results suggest that organizational citizenship behaviors (OCBs) per se is not important rather motives play an important role during the performance appraisal process. Further there is a differential impact of altruistic and egoistic motives on employees’ attitude and behavior, and both can coexist in this process. Originality/value – This is the first study on the relationship of motives, affective commitment and OCBs in India.

A strategic mismatch: organizational politics and creative propensity

2018 ◽  
Vol 28 (2) ◽  
pp. 223-239
Author(s):  
Fatima Omer ◽  
Hamid Hassan
Keyword(s):  
Emerging Markets ◽  
Structural Equation ◽  
Positive Relationship ◽  
Emerging Market ◽  
Negative Relationship ◽  
Organizational Politics ◽  
Equation Modeling ◽  
Content Type ◽  
Foreign Companies ◽  
The Relationship

Purpose This paper aims to investigate the relationship between negatively perceived organizational politics (NPOP) on creative propensity (CP), while also studying their interplay with organizational commitment (OC) and job satisfaction (JS). Design/methodology/approach A survey technique was used in three different IT-related companies in an emerging market. Customers also included foreign companies for two of the three. In terms of age, these companies were roughly a decade old or more. Respondents were employees who were involved in IT-related jobs. Instrument was used five-point Likert scale. Data analysis involved partial least squares structural equation modeling (PLS-SEM). Findings JS appears to have a positive relationship with OC. Both factors have been shown to have a positive relationship with CP. NPOP appears to have a negative relationship with not only CP but also JS and OC. Originality/value This research aids in bridging a gap in research and contributes to literature with respect to the relationship among CP with JS, OC and NPOP. There is a need for greater research with respect to the relationship of CP with JS, OC and particularly with NPOP between these factors. This research would aid in bridging the gap by investigating relationships among these factors. Globalization and international business may increase the importance of creativity for IT-related as well as other companies. Businesses in emerging markets may require creativity for growth, survival and catching up to companies in developed markets or for competitiveness. With the prevalence of politics in organizations, it may be of strategic value for businesses in emerging markets to be able to calibrate these factors to increase their potential for creativity.

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