scholarly journals Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan

2018 ◽  
Vol 49 (1) ◽  
Author(s):  
Te-Hsing Ku ◽  
Tzu-Ling Lin
Keyword(s):  
Hong Kong ◽  
Social Influence ◽  
Purchase Intention ◽  
Brand Image ◽  
Group Analysis ◽  
Structural Relationship ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Study Results ◽  
Individual Value

The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study examines the influence of antecedents on brand attachment and purchase intention among consumers in China, Hong Kong and Taiwan (i.e. the Greater China region). Using an empirical research method, the effects of luxury perceptions on brand attachment and purchase intention are tested using the partial least squares (PLS) approach to structural equation modelling. Differences in the structural relationship among subsamples were also examined by multi-group analysis to achieve a better understanding of the characteristics of different markets, thus contributing to the marketing strategy knowledge. According to the study results, antecedents, including individual value, social influence and luxury brand image, significantly influence brand attachment and purchase intention. Furthermore, the group comparisons suggest that the three subsamples have different characteristics with respect to the structural relationship. In the China subsample, brand attachment is more likely to be influenced by social influence. In comparison, Hong Kong consumers are more rational, that is, brand attachment and purchase intention are strongly influenced by consumer’s perception of luxury brand image. Finally, the purchase intention of Taiwanese consumers mainly depends on the affection for the luxury brand.

Consumer Behaviour Towards Purchasing Counterfeit Products

2020 ◽  
pp. 21-38
Author(s):  
Demetris Vrontis ◽  
Marwa Maarabani ◽  
Sam El Nemar
Keyword(s):  
College Students ◽  
Social Influence ◽  
Purchase Intention ◽  
Positive Relationship ◽  
Brand Image ◽  
Novelty Seeking ◽  
Chi Square ◽  
Factors Affecting ◽  
Counterfeit Products ◽  
Structured Questionnaire

This chapter analysed factors affecting the consumer purchase behaviour towards counterfeit products, and attitudes effect on the purchase intention of consumers. The considered variables are brand image, social influence, price-quality inferences, novelty seeking, and intention towards counterfeit products. A survey was conducted on university and college students in Lebanon. This research employed a structured questionnaire to measure the attitude of consumers using a Likert scale. Variables were measured using chi-square testing to identify their relationship. Results found that customer behaviour towards counterfeit products has a positive relationship with brand image, social influence, novelty seeking, intention, and price-quality inferences.

scholarly journals A Study of Purchase Intention on Smartphones of Post 90s in Hong Kong

2019 ◽  
Vol 15 (6) ◽  
pp. 78
Author(s):  
Anthony Tik-Tsuen Wong
Keyword(s):  
Hong Kong ◽  
Social Influence ◽  
Quantitative Study ◽  
Purchase Intention ◽  
The Other ◽  
Brand Name ◽  
Online Questionnaire ◽  
Factors Affecting ◽  
New Model ◽  
The Relationship

Nowadays, people are willing to purchase their own smartphone and they heavily rely on their smartphone. In this case, smartphones have become the daily necessity among Hong Kong people. Also, nowadays Hong Kong people always look for the new model of smartphones, the trend of changing smartphones is still very strong. The purpose of this research is to study the factors affecting the purchase intention of smartphones of post 90s in Hong Kong. After reviewing the literature, this study chose three variables to study the relationship between brand name, price and social influence and purchase intention. An online questionnaire was adopted to carry out a quantitative study of post 90s in Hong Kong. The content of the survey included demographic factors and questions based on each variable. The result of the survey shows that there are two hypotheses are support in the study. One is the relationship between brand name and purchase intention and the other is relationship between social influence and purchase intention whilst price is not a significant factor influencing purchase intention. Therefore, it is strongly believe that management of smartphone producers and traders need to pay more attention to brand name and social influence in enhancing the purchase intention among post 90s in Hong Kong.

scholarly journals The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

2021 ◽  
Vol 13 (16) ◽  
pp. 9471
Author(s):  
Hye-Ryeong Shin ◽  
Jeong-Gil Choi
Keyword(s):  
Social Media ◽  
Generational Differences ◽  
Purchase Intention ◽  
Source Credibility ◽  
Brand Image ◽  
Group Analysis ◽  
Moderating Effect ◽  
Media Communication ◽  
Social Media Communication ◽  
The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

2019 ◽  
Vol 28 (7) ◽  
pp. 830-848 ◽  
Author(s):  
Clarinda Rodrigues ◽  
Paula Rodrigues
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Group Analysis ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Luxury Brands ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type

Purpose This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions. Design/methodology/approach The data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis. Findings The paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands. Research limitations/implications Further research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables. Originality/value This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.

scholarly journals The Determinants of Purchase Intention towards Counterfeit Mobile Phones in Pakistan

2014 ◽  
Vol 4 (3) ◽  
pp. 1 ◽  
Author(s):  
Muhammad Ali Raza ◽  
Muhammad Abdul Ahad ◽  
Muhammad Adeel Shafqat ◽  
Muhammad Aurangzaib ◽  
Muhammad Rizwan
Keyword(s):  
Mobile Phones ◽  
Purchase Intention ◽  
Brand Image ◽  
Positive Association ◽  
Purchase Intentions ◽  
Past Experience ◽  
Policy Makers ◽  
Brand Attachment ◽  
Relationship Of ◽  
The Relationship

This study intends to examine the relationship of Brand image, Brand attachment, low price, past experience, and attitude on consumer purchase intentions in the context of counterfeit mobile phones in Pakistan. A sample of 153 students with the help of a questionnaire containing 28 statements related beliefs about counterfeited mobiles was taken. The data were analyzed using linear regression using SPSS. The findings support the significant influence of past experience and low price on attitude towards counterfeit mobile phones. Positive association between past experience, Low price and attitude towards counterfeit mobile phones were found and there is also a positive association of attitude with young consumer’s purchase intentions. Strangely, low price was not significant in influencing the purchase intentions. Brand image and Brand attachment were also found no significant in influencing purchase intention of customer. For both practitioners and academics, the findings of this study hold important implications. The paper guides the policy makers and academics about the main predictors of consumer’s attitude towards counterfeit mobile phones.

scholarly journals Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity

2021 ◽  
Vol 13 (12) ◽  
pp. 6912
Author(s):  
Kristina Petravičiūtė ◽  
Beata Šeinauskiené ◽  
Aušra Rūtelionė ◽  
Krzysztof Krukowski
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Attachment ◽  
Luxury Brand ◽  
Functional Value ◽  
The Social ◽  
Consumer Purchase Intention ◽  
Symbolic Value

The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.

scholarly journals A comparative study of consumers' intention to purchase counterfeit outdoor products in Taiwan and Hong Kong

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wen-Yung Tseng ◽  
Weisheng Chiu ◽  
Ho Keat Leng
Keyword(s):  
Hong Kong ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Structural Equation ◽  
Group Analysis ◽  
Negative Influence ◽  
Study Data ◽  
Content Type ◽  
Intention To Purchase ◽  
Modelling Techniques

PurposeThis study aims to compare the purchase intention of counterfeit outdoor products between Taiwan and Hong Kong consumers.Design/methodology/approachA total of 584 respondents from Hong Kong (n = 247, 42%) and Taiwan (n = 337, 58%) were recruited for the study. Data analysis was performed by using structural equation modelling techniques.FindingsThe results showed that consumers' perceived risk had a negative influence on attitude and intention to purchase counterfeit outdoor products. Moreover, attitude towards buying counterfeit outdoor products, perceived behavioural control and subjective norm had positive impacts on purchase intention. Brand consciousness, however, had a negative influence on purchase intention. The multi-group analysis identified significant differences between Hong Kong and Taiwanese respondents.Originality/valueThis study provides a better understanding of how these factors affect purchase intention of counterfeit outdoor products across different cultures.

scholarly journals Attitudes and Purchase Intention Towards Counterfeiting Luxurious Fashion Products in Vietnam

2015 ◽  
Vol 7 (11) ◽  
pp. 207 ◽  
Author(s):  
Nguyen Minh Ha ◽  
Huynh Luong Tam
Keyword(s):  
Social Influence ◽  
Purchase Intention ◽  
Brand Image ◽  
Novelty Seeking ◽  
Monthly Income ◽  
Factors Affecting ◽  
Status Consumption ◽  
Fashion Products ◽  
Purchasing Intention ◽  
The Difference

The research aims to analyze factors affecting the attitudes toward counterfeitingluxurious fashion products, and attitudes’ effect on the purchase intention of consumer. A survey was conducted with 585 individuals in Vietnam. The researchused the method of EFA, multiple regressionand testing differenceand found 06 factors, such as brand image, social influence, price-quality inferences, Integrity, novelty seeking, status consumption,influence to attitudes toward counterfeiting luxurious fashion product. A positive correlation between attitudes and intention of purchase counterfeiting luxurious fashion product was also found. In addition, the research figured out the difference between attitude and purchasing intention of the consumer in monthly income, genders andtypes of companies.

scholarly journals Pengaruh Persepsi Kualitas, Pengaruh Sosial, Dan Kebutuhan Akan Keunikan Terhadap Minat Pembelian Konsumen Luxury Brand Pada Generasi Y

2021 ◽  
Vol 3 (1) ◽  
pp. 176
Author(s):  
Dhevina Wangsa Putri ◽  
Louis Utama
Keyword(s):  
Social Influence ◽  
Generation Y ◽  
Purchase Intention ◽  
Sampling Method ◽  
Sampling Technique ◽  
Perceived Quality ◽  
Probability Sampling ◽  
Luxury Brand ◽  
Purposive Sampling

The purpose of this study was to determine 1) whether perceived quality affects the purchase intention of luxury brand consumers in generation Y. 2) whether social influence influences affect purchase intention of luxury brand consumers in generation Y. 3) whether need of uniqueness affect purchase intention of luxury brand consumers in generation Y. The sample used in this study is 40 generation Y consumer respondents who are very aware of the brand. The sampling technique used is non-probability sampling with a purposive sampling method. Overall results of this study are 1) Perceived Quality affects the purchase intention of luxury brand consumers in generation Y. 2) Social influence affects purchase intention of luxury brand consumers in generation Y. 3) Need of uniqueness affects purchase intention of luxury brand consumers in generation Y.Tujuan penelitian ini adalah untuk mengetahui 1) apakah persepsi kualitas berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 2) apakah pengaruh sosial berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 3) apakah kebutuhan akan keunikan berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. Sampel yang digunakan pada penelitian ini yaitu 40 responden konsumen generasi Y yang sangat sadar akan merek. Teknik pengambilan sampel yang digunakan yaitu non-probability sampling dengan metode pengambilan sampel purposive sampling. Secara keseluruhan hasil dari penelitian ini yaitu 1) Persepsi Kualitas berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 2) Pengaruh Sosial berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y. 3) Kebutuhan akan Keunikan berpengaruh terhadap minat pembelian konsumen luxury brand pada generasi Y.

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