Drivers and dynamics of brand prominence preferences among the Chinese little emperors residing in the US

2020 ◽  
Vol 24 (1) ◽  
pp. 66-82
Author(s):  
Sang-Eun Byun ◽  
Shuying Long ◽  
Manveer Mann
Keyword(s):  
Online Survey ◽  
Social Values ◽  
Sociodemographic Factors ◽  
Luxury Brands ◽  
Consumer Group ◽  
Convenience Sample ◽  
Luxury Consumption ◽  
Content Type ◽  
Factors Affecting ◽  
The Us

PurposeThis 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/approachUsing an online survey, the proposed model was tested with a convenience sample of the Chinese LE generation residing in the USFindingsSusceptibility 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/implicationsThis 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 implicationsLuxury 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/valueThis 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.

The effect of materialism on conspicuous vs inconspicuous luxury consumption: focused on need for uniqueness, self-monitoring and self-construal

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Minyoung Lee ◽  
Joonheui Bae ◽  
Dong-Mo Koo
Keyword(s):  
Online Survey ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Self Monitoring ◽  
Content Type ◽  
Need For Uniqueness ◽  
Self Construal ◽  
Interdependent Self ◽  
Luxury Products ◽  
Practical Implications

PurposePrevious research on luxury consumption has focused on conspicuous consumption; however, research on consumers' self-conceptual mechanism in inconspicuous luxury consumption context is scarce. The present study aims to investigate various self-concepts and their mechanisms for inconspicuous and conspicuous luxury consumption.Design/methodology/approachAn experiment with 215 participants from online survey website was conducted, and the hypotheses were tested using PROCESS Macro 3.4.FindingsThe study findings are as follows. Materialistic consumers' preference between inconspicuous and conspicuous luxury products is dependent on distinctive self-conceptual mechanism. More specifically, materialistic consumers with independent self-construal prefer inconspicuous luxury brands because of high need for uniqueness, whereas non-materialistic consumers with interdependent self-construal prefer conspicuous luxury products because of high self-monitoring.Research limitations/implicationsThe present study uniquely shows conditions (moderated mediation) that the link between need for uniqueness (self-monitoring) and luxury consumption is stronger for those with independent (interdependent) self-construal than for those with interdependent (independent) self-construal. The present results extend and help better understanding of mechanisms and conditions of conspicuous and inconspicuous luxury consumption.Practical implicationsMarketers are advised to design and produce unique vs popular luxury brands depending on consumer's motives and different self-concepts.Originality/valueThis research contributes to extant literature by distinguishing between conspicuous and inconspicuous luxury consumption with two different mechanisms (need for uniqueness and self-monitoring). The present study further demonstrates that the two mechanisms are strongly sustained differently depending on consumer's levels of self-construal.

Constructing generational identity through counterfeit luxury consumption

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sameeullah Khan ◽  
Asif Iqbal Fazili ◽  
Irfan Bashir
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Buying Behavior ◽  
Luxury Consumption ◽  
Content Type ◽  
Generational Identity ◽  
Public Self Consciousness

Purpose This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective. Design/methodology/approach The paper proposes and tests a model of counterfeit buying behavior using an online survey of 467 millennial respondents. The study uses multi-item measures from the extant literature and uses the structural equation modeling technique to test the proposed hypotheses. Findings The findings reveal when millennials have a self-defining relationship with their generation, they tend to internalize the generational norm pertaining to counterfeit luxury consumption. Millennials’ counterfeit related values: market mavenism, postmodernism, schadenfreude and public self-consciousness contribute to their generational identity. Moreover, market mavenism, cool consumption and public self-consciousness establish counterfeit luxury consumption as a generational norm. Practical implications The findings of this paper suggest that the expertise and influence of market mavens can be used to deter counterfeit consumption. Moreover, luxury brands must communicate a cool image to offset the rebellious image of counterfeits. Further, from a standardization versus adaption standpoint, the generational perspective allows for the standardization of anti-counterfeiting campaigns. Originality/value The paper makes a novel contribution to the counterfeiting literature by demonstrating that millennials pursue counterfeit luxury brands when they pledge cognitive allegiance to their generation. The paper, thus, extends the identity perspective of counterfeit luxury consumption to group contexts. The authors also test and validate the role of descriptive norms in group contexts by introducing the construct generational norm to counterfeiting literature.

Coping strategies among medical professionals during COVID-19 outbreak

2021 ◽  
Vol 4 (01) ◽  
pp. 28-33
Author(s):  
Vaishali Shanmugam
Keyword(s):  
Coping Strategies ◽  
Online Survey ◽  
Coping Styles ◽  
Well Being ◽  
Sociodemographic Factors ◽  
Medical Professionals ◽  
Stressful Situation ◽  
Sociodemographic Variables ◽  
Factors Affecting ◽  
Brief Cope

BACKGROUND: COVID -19 pandemic is a very stressful situation for doctors, who face the risk of infection in daily life. Coping is the process by which a person deals with stressful situations or demands. Identifying the coping strategies of our medical professionals will help us to understand their coping styles and to deliver effective interventions to enhance their mental well-being. METHODS: An online survey form with socio-demographic profile and BRIEF COPE tool for assessing different coping strategies was sent to interns, residents, and teaching faculty. The coping strategies were divided into emotion-based, problem-based, and dysfunctional coping, and spearman's correlation was done to determine any correlation between sociodemographic variables and the coping strategies. RESULTS: A total of 84 valid and complete responses were included in the study. There is a variable distribution of mean scores for problem-focused, emotion-focused, and dysfunctional strategies. Age and marital status had a positive correlation with problem-focused and emotion-focused strategies meaning that older adults and married people used these strategies predominantly. Higher designation used problem-focused coping predominantly. Dysfunctional coping strategies had no correlation with any of the sociodemographic variables. CONCLUSION: Sociodemographic factors affecting the coping mechanisms in medical professionals differ from those of the general population seen in previous studies. Within the group of medical professionals, those with higher age, higher designation and married had predominantly adaptive strategies. Interventions targetting maladaptive components of emotion-focused strategies and dysfunctional strategies should be aimed at a younger age group, unmarried people, interns, and residents among the medical professionals to better cope with this COVID scenario.

Charting sustained usage toward mobile social media application: the criticality of expected benefits and emotional motivations

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xuan Cu Le
Keyword(s):  
Social Media ◽  
User Satisfaction ◽  
Positive Emotions ◽  
Online Survey ◽  
Continuance Intention ◽  
Convenience Sample ◽  
Content Type ◽  
Media Platform ◽  
Self Discovery ◽  
Expected Benefits

PurposeZalo is a Vietnam social media platform attracting over 100 m users worldwide. The work aims to ascertain how to boost users' satisfaction, habit and continuance intention toward Zalo based on the expectation confirmation theory (ECT) and its extension through the impacts of expected benefits and emotional motivations.Design/methodology/approachData are collected via an online survey on a convenience sample of 356 Zalo users. Statistical analysis is performed using Statistical Product and Service Solutions (SPSS) and Analysis of Moment Structures (AMOS) to test proposed hypotheses.FindingsResults indicate that confirmation positively influences expected benefits (i.e. pervasiveness, socialization, and self-discovery) and satisfaction. Moreover, satisfaction and habit are jointly stimulated by expected benefits and emotional motivations. Outcomes also reveal that satisfaction is a motivator of habit, which in turn surmises evidently to continuance intention.Practical implicationsFindings assist practitioners to develop their business trajectories by improving beneficial services of Zalo and positive emotions. This fulfills user satisfaction and habit, and promotes continuance behavior accordingly.Originality/valueConfirmation and expected benefits are acknowledged as the drivers of satisfaction, but existing literature remains inconclusive about dimensions of expected benefits influencing satisfaction and habit in social media. Furthermore, this study, by an extended ECT, explores emotional motivations for satisfaction and habit. Ultimately, habit is uncovered to foster prolonged usage.

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.

Explaining resistance intention towards mobile HRM application: the dark side of technology adoption

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amit Shankar ◽  
Achint Nigam
Keyword(s):  
Resource Management ◽  
Human Resource Management ◽  
Human Resource ◽  
Structural Equation ◽  
Online Survey ◽  
Dark Side ◽  
Perceived Threat ◽  
Content Type ◽  
Factors Affecting ◽  
Personal Innovativeness

PurposeThe mobile human resource management application (mHRM app) has recently been seen as an innovative cloud-based solution to manage human resource management (HRM) within organisation. Despite its great potential, organisations have shown resistance towards the usage of the mHRM app. This study investigates the dark side of electronic HRM (eHRM) by examining factors affecting HR professionals' resistance to the mHRM app using status quo bias (SQB) theory. The study also examines the moderating effect of personal innovativeness.Design/methodology/approachResponses were collected from 239 HR professionals using an online survey. Structural equation modelling (SEM) and PROCESS macro were used to examine the hypotheses.FindingsThe results indicated that regret avoidance, inertia, switching costs and perceived threat significantly affect HR professionals' resistance towards mHRM app adoption. Results also indicated that high personal innovativeness negatively moderates the association between inhibitors and resistance to adopt the mHRM app.Practical implicationsThe study's findings will help HR professionals reduce their resistance towards mHRM app adoption.Originality/valueThis study enriches eHRM, mobile applications and the SQB literature.

Towards quality consumption

2019 ◽  
Vol 31 (4) ◽  
pp. 602-617 ◽  
Author(s):  
Erika Hlédik ◽  
Dávid Harsányi
Keyword(s):  
Sample Size ◽  
Design Methodology ◽  
Online Survey ◽  
Large Sample Size ◽  
Measurement Scales ◽  
Consumer Group ◽  
High Quality ◽  
Content Type ◽  
The Past ◽  
Wine Experts

Purpose Hungarian wine culture has been developing steadily over the past decades. The number of wineries offering quality wine is growing as consumer interest in quality consumption increases. The purpose of this paper is to study the segmentation of the Hungarian wine consumers based on their purchase habits and preferences to identify how this shift towards quality consumption is represented in these segments. Design/methodology/approach An online survey was conducted in Hungary. Nearly 28,000 consumers filled in the questionnaire. The TwoStep Cluster analysis could handle the large database and variables measured on different measurement scales. Findings The growing interest towards quality wine in the market is reflected in the study’s segmentation results. The large sample size made it possible to identify a special Hungarian wine consumer group, which has different buying habits than traditional wine consumer segments. Four segments were evolved: ordinary wine consumers, unsophisticated wine consumers, wealthy wine-experts and open-minded consumers. The last two segments seem to be the most valuable groups for high-quality wine producers. Originality/value The sample size allowed a relatively novel segmentation, whereby the preferences and purchasing habits of smaller, high-quality wine consumer groups became measurable.

When others show off my brand: self-brand association and conspicuous consumption

2019 ◽  
Vol 32 (6) ◽  
pp. 1214-1225 ◽  
Author(s):  
Jie Li ◽  
Shuojia Guo ◽  
Jonathan Z. Zhang ◽  
Liben Sun
Keyword(s):  
Social Class ◽  
Brand Management ◽  
Conspicuous Consumption ◽  
Mediating Effect ◽  
Future Research ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
Brand Association ◽  
The Relationship

Purpose The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China. Design/methodology/approach Two studies are conducted to test three hypotheses. In Study 1, the authors examine the mediating effect of self-brand association (SBA) on the relationship between social class and conspicuous consumption (H1 and H2); In Study 2, the authors examine the effect of observing others’ conspicuous consumption on the observer’s SBA (H3). Findings Results show that SBA negatively mediates the relationship between social class and conspicuous consumption. Moreover, the negative effect on SBA of observing conspicuous brand usage varies by social class. Research limitations/implications The current study focused on the principal linkage between social class, SBA and conspicuousness, and future research could examine the influence of different personality traits on luxury consumption or the existence of sub-types or variants of conspicuous brand users. Originality/value The present study has important implications for luxury brand management, and provides rich insights to consumers’ motivations that lead to distinctive luxury consumption behaviors.

A varietal-specific approach to investigate wine risk perception in South Africa

2019 ◽  
Vol 31 (4) ◽  
pp. 640-659
Author(s):  
Nadia Van der Colff ◽  
Chris Pentz ◽  
Helene Nieuwoudt
Keyword(s):  
Mixed Methods ◽  
Risk Perception ◽  
South African ◽  
Mixed Methods Research ◽  
Online Survey ◽  
Statistical Significance ◽  
Research Approach ◽  
Convenience Sample ◽  
Content Type ◽  
Chenin Blanc

Purpose This study aims to describe South African consumers’ wine risk perception on varietal level with recommendations for Chenin blanc. Design/methodology/approach An exploratory mixed methods approach was followed where qualitative data were used to develop the questionnaire. Quantitative data were collected from 2,051 respondents using an online survey. ANOVA and Fischer least significance difference tests were used to indicate statistical significance. Findings Significant perceived risks (PRs) associated with Chenin blanc across age and ethnic groups were functional, time and financial risks. Risk-reducing strategies (RRS) in the white wine category were favourite brands and a trusted store, while Sauvignon blanc was also described as an RRS. Recommended Chenin blanc RRS include tastings and events with food. Research limitations/implications Measurement of PR remains challenging. This research approach can be reproduced and/or adapted to investigate other struggling varietals and/or regions-of-origin. The convenience sample limits generalisability. Practical implications Segments were identified to develop new markets for Chenin blanc. RRS emphasise the importance of real sensory experience rather than media exposure to build knowledge and familiarity. Originality/value This study is a pioneering endeavour in terms of using an exploratory mixed methods research approach to investigate and describe risk perception of a specific wine varietal. Recommendations, with implications for strategic marketing decisions, are made for South African Chenin blanc.

The moderating effect of e-bank structure on French consumers’ trust

2019 ◽  
Vol 38 (2) ◽  
pp. 501-528 ◽  
Author(s):  
Souheila Kaabachi ◽  
Selima Ben Mrad ◽  
Anne Fiedler
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Group Analysis ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Online Trust ◽  
Bank Structure ◽  
Website Features ◽  
The Impact

Purpose The purpose of this paper is to demonstrate how an e-bank’s structure (click-and-mortar bank vs internet-only bank) influences the consumer’s evaluation of website quality, and to identify the most significant website features that influence online trust and lead to consumer loyalty. Design/methodology/approach A non-probability convenience sample of 476 online bank users (248 click-and-mortar and 230 internet-only bank users) was used in this study. An online survey was conducted. Structural equation modeling and multi-group analysis were used to analyze the data. Findings Findings suggest that e-trust and e-loyalty levels depend on the e-banking structure. Click-and-mortar-based online users were found to have more trust and loyalty in their online banks than internet-only bank users. Findings demonstrate that website features are evaluated differently according to the e-bank structure. Information design and interactivity are very important for internet-only banks, and their effect on online trust seems to be higher. On the other hand, website personalization was evaluated as more important for click-and-mortar banks and had a stronger impact on online trust. Practical implications To promote the trustworthiness of their websites and retain customers, internet-only banks should make the experience more tangible for users by developing a pleasant online experience. Personalization is an important variable that can enhance the consumer’s engagement with the brand. Click-and-mortar banks should enhance their interactivity by providing a continuous and consistent experience across different channels of distribution whether online or in-person and provide more interactive tools on their websites. Originality/value This study contributes significantly to the marketing research literature related to consumer trust as well as to the electronic banking literature. It is the first study to compare customers of click-and-mortar banks with customers of internet-only banks when evaluating website features. It also explores the impact of the e-bank model on the relationship between website features and online trust and customer loyalty.

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