Antecedents of Chinese adolescents’ purchase intention for local brands: the moderating influence of materialistic values

2016 ◽  
Vol 33 (4) ◽  
pp. 292-301 ◽  
Author(s):  
Bing Shi ◽  
Dan Zhang ◽  
Hongling Xie ◽  
Yinghui Zhou
Keyword(s):  
Social Status ◽  
Purchase Intention ◽  
Peer Pressure ◽  
Chinese Adolescents ◽  
Chinese Market ◽  
Content Type ◽  
Product Usage ◽  
Perceived Social Status ◽  
Materialistic Values ◽  
Foreign Brands

Purpose This study aims to examine factors affecting Chinese adolescents’ purchase intention for local brands; this study focuses on the effects of perceived social status value and materialistic values. Design/methodology/approach A theoretical model relating perceived social status value of brands to purchase intention, including materialistic values as a moderator, was developed and tested, using a sample of 587 Chinese adolescent respondents. Another experimental study examined the variability of the moderation of materialistic values across different levels of peer pressure in a product usage occasion. Findings Perceived social status value associated with local and foreign brands significantly influences purchase intention for local brands. Moreover, influence of perceived social status value of local versus foreign brands on local brand purchase intention is greater for materialistic adolescents. Additionally, the moderation of materialistic values is found in a product usage occasion with high peer pressure, but not in an occasion with low peer pressure. Research limitations/implications The findings show that perceived social status value associated with brands shapes purchase intention for local brands. The moderating effect of materialistic values is complex and suggests further research. The study’s scope is limited to Chinese adolescents. Practical implications The findings provide understanding of the drivers of purchase intention, and thus serve as a guideline for Chinese firms and foreign marketers seeking to enter the growing Chinese market, as well as consumer educators in China. Originality/value This study contributes to the limited empirical research into the factors shaping country-of-origin effects. Moreover, the findings suggest the need to consider the moderating role of materialistic values on purchase intention for local brands.

When foreign brands appear local, and local brands appear foreign

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bo Chen
Keyword(s):  
Developing Countries ◽  
Purchase Intention ◽  
Empirical Studies ◽  
Country Of Origin ◽  
Developed Countries ◽  
Brand Names ◽  
Content Type ◽  
Product Categories ◽  
Foreign Brand ◽  
Foreign Brands

PurposeBoth foreign and local companies frequently name their brands in foreign language on the market of developing countries, and some of them choose to disclose the brands' country of origin to consumers. The purpose of this research is to investigate the joint effects between the practices of disclosing the actual country of origin of the brands and the language of the brand names on consumers' purchase intention for foreign brands and local brands in developing countries.Design/methodology/approachThe proposed hypotheses were tested in two studies, namely an experiment and a field experimental survey, with stimuli from two product categories.FindingsThe results of the two empirical studies with Chinese participants consistently demonstrate that revealing the actual country of origin of the brands undermines consumers' purchase intention for local brands that use foreign brand names, but does not impact consumers' purchase intention for foreign brands that use local brand names.Originality/valueThis research first investigates the effects of adapting the brand names into local language of developing countries for brands from developed countries on consumers' purchase intention, which provides new insight into the literature on foreign branding and country of origin effects as well as practical implications for brand managers.

scholarly journals An investigation into the relationship between materialism and green purchase behavior in Vietnam and Taiwan

2019 ◽  
Vol 21 (2) ◽  
pp. 247-258
Author(s):  
Nguyen Thi Tuyet Mai
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Research Effort ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Important Relationship ◽  
Materialistic Values ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of materialistic values on purchase intention (PI) toward green products among consumers in Vietnam and Taiwan, two Asian countries with different levels of economic development. Design/methodology/approach This research employs the extended theory of planned behavior (TPB) with an integration of materialism. To serve the purpose of this study, two consumer surveys were conducted in Hanoi (Vietnam) and Taipei (Taiwan). The structural equation modeling was employed to test the proposed model and hypotheses. Findings This study examined the impact of some antecedents of green PI among consumers in Vietnam and Taiwan, focusing on the indirect impact of materialistic values (through attitude). All five hypotheses received support from the Vietnam data, confirming the significant impacts of materialistic values (i.e. success and happiness) on attitude, and all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) as positive predictors of green PI. For the Taiwan data, the findings were similar to those from the Vietnam data, except insignificant impact of success value on attitude toward buying green products. Originality/value This research is expected to contribute to the extant literature by enriching the knowledge of the interesting and important relationship between materialistic values and green purchase behavior among consumers in two Asian markets where, to the author’s best understanding, only modest research effort has been given to explore this topic.

The drivers of desirability in scarcity marketing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tser Yieth Chen ◽  
Tsai Lien Yeh ◽  
Ya Jou Wang
Keyword(s):  
Social Status ◽  
Structural Equation ◽  
Equation Modeling ◽  
Limited Time ◽  
Luxury Brands ◽  
Luxury Goods ◽  
Content Type ◽  
Practical Applications ◽  
Empirical Results ◽  
Perceived Social Status

PurposeMarketers make an effort to affect consumers through scarcity marketing thus shaping the perception of scarcity and creating desirability for consumers. To expand the scarcity-expensiveness-desirability model and to enhance insights for practical applications, this study modifies the causal relationship among two types of scarcity, three types of expansiveness and desirability.Design/methodology/approachThis study surveyed 400 Taipei city residents who had purchase experience with luxury brands products in Taiwan. The study employed structural equation modeling as empirical analysis.FindingsThe empirical results show that limited-quantity scarcity main influences perceived social status and then affects desirability. The second path is that limited-quantity scarcity influences perceived uniqueness and then affects desirability. Therefore, perceived social status and perceived uniqueness dominate the majority of effects on desirability because they are the recognition of the individual compared to others, especially when applied to luxury goods.Practical implicationsBecause limited-quantity scarcity has a greater impact on desirability than limited-time scarcity in the empirical results, marketers can adopt limited-quantity scarcity messages that are better than limited-time scarcity, to increase consumers’ desire to purchase luxury goods.Originality/valueThe first novelty of this study is dividing scarcity marketing into limited-quantity and limited-time scarcity in the scarcity-expensiveness-desirability model. This study extends expensiveness in the scarcity-expensiveness-desirability model with a complete demonstration, that is, perceived social status, perceived uniqueness and perceived value, which is the second novelty of this study.

Examining brand origin recognition accuracy in Indonesia

2016 ◽  
Vol 28 (5) ◽  
pp. 878-897 ◽  
Author(s):  
Fandy Tjiptono ◽  
Haja Tiana Rakotondrainibe Andrianombonana
Keyword(s):  
Purchase Intention ◽  
Recognition Accuracy ◽  
Brand Names ◽  
Content Type ◽  
Brand Evaluation ◽  
Local Companies ◽  
Foreign Brands ◽  
The Relationship ◽  
Populous Country ◽  
Origin Recognition

Purpose Brand origin (BO) has been suggested as an important determinant of brand evaluation and purchase intention. However, previous studies have indicated that consumers have limited knowledge and ability to recognize national origin of brands. The purpose of this paper is to assess brand origin recognition accuracy (BORA) and its relationships with brand evaluation and purchase intention in the Indonesian laptop market. Design/methodology/approach A convenient sample of 195 people in Daerah Istimewa Yogyakarta participated in the survey. They were given a list of 18 laptop brands (four local and 14 foreign brands) and were asked to identify their actual national origins. Findings The study found that consumers are more likely to misidentify than correctly recognize a true BO. This limited ability also has contributed to the low BORA scores for both local and foreign brands. Brand evaluation was found to be positively correlated with purchase intention. However, the current study could only find partial supports for the relationship between BORA scores and brand evaluation as well as purchase intention. Practical implications Many Indonesian consumers are unaware of the laptops’ BO, whether it is foreign or local. Companies need to inform, educate, and/or remind consumers of their brand’s true origin and avoid being associated with a weaker country image. Furthermore, despite all four Indonesian laptop brand names seem to use non-Indonesian names, only one brand gains a slightly better brand evaluation from favorable misclassification. It may suggest that the effectiveness of foreign branding strategy in the Indonesian laptop market is debatable. Originality/value This is one of the few studies examining BORA in Indonesia, the world’s fourth most populous country and the largest laptop market in Southeast Asia.

Materialistic values and green apparel purchase intention among young Vietnamese consumers

2019 ◽  
Vol 20 (4) ◽  
pp. 246-263 ◽  
Author(s):  
Mai Thi Tuyet Nguyen ◽  
Linh Hoang Nguyen ◽  
Hung Vu Nguyen
Keyword(s):  
Young Adult ◽  
Purchase Intention ◽  
Research Effort ◽  
Subjective Norms ◽  
Purchase Behavior ◽  
Content Type ◽  
Tpb Model ◽  
Materialistic Values ◽  
The Relationship

Purpose Nowadays, the issues related to pro-environmental, sustainable and green consumption behaviors are attracting significant attention from both scholars and practitioners. However, in the context of emerging countries, less research effort has been invested in this topic, especially in investigating young consumer purchase behavior. The purpose of this study is to investigate factors driving young adult Vietnamese consumers’ purchase intention toward green apparel products with emphasis on the role of materialistic values. Design/methodology/approach In this research, a conceptual framework is proposed integrating the theory of planned behavior (TPB) model with an important consumer value, materialism. To test the research model and hypotheses, a survey of a sample of 245 young adults (under 25 years old) was conducted in Hanoi, the capital city and one of the two most populous cities in Vietnam. All the scales used in this study were established in the literature, and the scales’ reliability and validity were assessed through Cronbach’s alpha and confirmatory factor analysis. The structural equation modeling (SEM) was used to test the proposed model and hypotheses. Findings In this study, six hypotheses were tested and five out of six received support from the data. Specifically, the results of SEM showed that all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) were positive contributors to green apparel purchase intention, of which subjective norms were found to be the most influential predictor of purchase intention. With regard to the roles of the three components of materialism, the findings provided empirical evidence for supporting the positive impact of “success” and the negative impact of “centrality” on the attitude toward green apparel purchase, while “happiness” component was not found to have a significant impact on attitude. In this study, income as a control variable was found to be positively related to purchase intention toward green apparel products. Originality/value There is a little research on the relationship between specific values and environment-friendly behaviors, especially in the context of emerging economies such as Vietnam. In addition, it has been suggested that the relationship between materialistic values and green purchase behavior is still unclear. Thus, it is important to have a deeper understanding of the role of materialistic values in green apparel purchase among young adult consumers in the context of Vietnam, an Asian emerging country where only modest research effort has been given to explore this important topic.

Influence of consumer cosmopolitanism on purchase intention of foreign vs local brands: a developing country perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ankur Srivastava ◽  
Nitin Gupta ◽  
Nripendra P. Rana
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Consumer Preference ◽  
Consumer Attitudes ◽  
Positive Influence ◽  
Content Type ◽  
Mediating Role ◽  
Underlying Mechanisms ◽  
Foreign Brands

PurposeThis study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.Design/methodology/approachThe responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM).FindingsThe results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands.Practical implicationsFinally, the study concludes by providing implications for marketing scholars and managers of global and local brands.Originality/valueThe paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

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.

Love for One's Country or Oneself: A Brand-choice Framework in Emerging Markets

2016 ◽  
Vol 44 (2) ◽  
pp. 325-337 ◽  
Author(s):  
Xiaodong Zhu ◽  
Chunling Yu ◽  
Saiquan Hu
Keyword(s):  
Purchase Intention ◽  
Linear Models ◽  
Consumer Preferences ◽  
Brand Choice ◽  
Positive Influence ◽  
Foreign Firms ◽  
Chinese Market ◽  
Chinese Consumers ◽  
National Brands ◽  
Foreign Brands

We utilized 185 Chinese survey responses to evaluate the effects of national brand consciousness (NBC) and self–brand connection (SBC) on Chinese consumer preferences. We used linear models, and our analyses established two key effects. First, NBC was positively related to Chinese consumers' attitudes toward national brands and negatively related to foreign brands. Second, SBC exerted a positive influence on Chinese consumers' attitudes toward both national and foreign brands. Whereas quality judgments moderated their attitude toward national brands, psychological distance between consumer and brand moderated their attitude toward foreign brands. The relationship between brand attitude and purchase intention was also positive. Finally, we have suggested branding strategies for both Chinese and foreign firms operating in the Chinese market.

Social- versus personal-oriented purchases: impacts of worry versus sadness on young consumers

2017 ◽  
Vol 34 (7) ◽  
pp. 566-576
Author(s):  
Bing Shi ◽  
Shanshan Li ◽  
Xiao Zhang ◽  
Dan Zhang
Keyword(s):  
Social Status ◽  
Peer Influence ◽  
Purchase Intention ◽  
Purchase Behavior ◽  
Purchase Decisions ◽  
Mixed Design ◽  
Design Study ◽  
Content Type ◽  
Young Consumers

Purpose The purpose of this research is to examine the role of worry versus sadness in influencing young consumers’ purchase decisions and to clarify the differences across the worry–consumption versus the sadness–consumption relationships. Design/methodology/approach Three studies were conducted. Study 1 was a 3 (emotion: worry vs sadness vs neutral) × 2 (brand perceptions: conflicting vs consistent) between-subject design. Study 2 was a 3 (emotion: sadness vs worry vs neutral) × 2 (product type: social status associated vs hedonic) mixed design. Study 3 was a questionnaire survey. Findings The results demonstrate that worry induces young consumers’ identification with peers, and is more related to youth’s purchase intention for social status associated products rather than hedonic products. Sadness induces young consumers to follow their own perceptions, and is more associated with purchase intention for hedonic rather than social status-associated products. The drivers of purchase behavior for expensive products also differ: worried young consumers’ purchase intention is driven by perceptions of social status value associated with these products, whereas sad consumers’ purchase intention is driven by perceptions of hedonic value. Practical implications This research has significant implications for marketing practitioners on strategic marketing and communication to young consumers. It also provides important suggestions to young consumers on how to effectively regulate negative emotions via socially accepted behavior (i.e. purchases). Originality/value This research contributes to the extant literature on emotion’s impact on consumer behavior by elaborating carryover effects of emotion varying in the overlooked personal- and social-focus dimension. It also extends the literature on peer influence among young consumers.

How young Chinese consumers view Chinese brands

2018 ◽  
Vol 19 (1) ◽  
pp. 55-69 ◽  
Author(s):  
Ting Jin ◽  
Wei Shao ◽  
Deborah Griffin ◽  
Mitchell Ross
Keyword(s):  
Focus Groups ◽  
Design Methodology ◽  
Qualitative Method ◽  
Home Country ◽  
Traditional View ◽  
Chinese Market ◽  
Chinese Consumers ◽  
Content Type ◽  
Foreign Brands

Purpose This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers. Design/methodology/approach A qualitative method is used including focus groups and in-depth personal interviews with young Chinese consumers who are currently living and working in Australia. Findings Two key findings emerge from the results, namely, young Chinese consumers attach symbolic values to Chinese brands and Chinese brands are perceived positively by young Chinese consumers. Research limitations/implications This study demonstrates that symbolic values (such as pride, lifestyle, feeling of home and being happy) constitute one of the primary motivations for young Chinese consumers’ purchase of domestic brands. The results of this study challenge the traditional view that Chinese brands are perceived negatively in the Chinese market. Originality/value This is one of the very few studies investigating how young Chinese consumers perceive brands from their home country rather than foreign brands.

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