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

Abstract

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.

The Effect of Brand Attachment, Brand Experience, and Self-Image Congruence on the Purchase Intention of Luxury Brand

“…These results show consistency with previous research conducted by Vredeveld (2018) and Hew et al (2017). Greater attachment reflects deeper connection, passion, and love, and brand attachment becomes an important determinant of consumer intention when it reaches this level (Ku & Lin, 2018). A growing sense of attachment to a customer's brand will lead to a greater increase in buying that brand.…”

“…Therefore, customer engagement can influence brand loyalty through attachment (Li, Teng, & Chen, 2020). Brand attachment can be useful in encouraging consumer purchase intentions towards premium brands (luxury brands) at high prices (Ku & Lin, 2018). In addition to brand experience and the influence of brand attachment on customer retention, understanding marketing requires understanding the brand experience and the influence of brand attachment on customer retention (Hino, 2016).…”

Does religious knowledge level affect brand association and purchase intention of luxury cars? Case of the Lexus cars in Indonesia

“…In addition, a brand attachment represents an effective connection between customers and brands. In contrast, a brand image concerns the rational perception of a brand, the effects of individual value, social influence and brand image on brand attachment and purchase intention toward luxury brands (Ku and Lin, 2018). It shows that the purchase of a luxury automobile does require extensive information search (Boonyanuson, 2018).…”

The Effect of Nostalgia Emotion to Brand Trust and Brand Attachment towards Repurchase Intention

“…Brand Trust has a significant positive impact on repurchase intention. 2018) were used in measuring brand attachment, and purchase intention used three items measurement by Ku & Lin (2018). A five-point Likert scale was also used with a range of 1 "strongly disagree" to 5 "strongly agree".…”