Factors affecting Mexican college students' purchase intention toward a US apparel brand

Lee, Minyoung; Kim, Youn‐Kyung; Pelton, Lou E.; Knight, Dee K.; Forney, Judith C.

doi:10.1108/13612020810889263

Cited by 63 publications

(71 citation statements)

References 43 publications

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“…The results showed that emotional value had a significant positive influence on purchase intentions ( p , .000, ß ¼ .629, t ¼ 10.222); thus H4a is supported. This is in agreement with a previous study conducted by Lee, Kim, Pelton, Knight, and Forney (2008) and also supports Chaudhuri and Holbrook's (2001) findings that emotional values influence the purchase decision through brand loyalty and affect. Brand judgement was also found to be a significant predictor of purchase intention ( p , .002, ß ¼ .195, t ¼ 3.159), thus H4b is supported.…”

Section: Regression Analysessupporting

confidence: 94%

A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases

Phau

Teah

Lim

et al. 2015

Journal of Global Fashion Marketing

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This study investigates the role of consumers' need for uniqueness and fashion innovativeness when purchasing a male underwear brand. Data were collected from male participants through an intercept method in malls, public arenas and university campuses in Western Australia. A total of 388 usable questionnaires were returned. Data were analysed using factor analysis, multiple regression analysis and mediation analysis. It was found that male consumers' need for uniqueness is a uni-dimensional concept in the context of male underwear. Emotional value had the strongest and most significant effect on purchase intentions. Brand perceptions were found to have no effect on innovative consumers' purchase intention toward an underwear brand. This article adds knowledge in the area of marketing of male underwear and gives managers an understanding of the impact of uniqueness with respect to purchase intention toward a male underwear brand. Most studies on the consumer's need for uniqueness and consumer innovativeness have focused on public fashion apparel; this study, meanwhile, focuses on private, intimate products.

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Section: Regression Analysessupporting

confidence: 94%

A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases

Phau

Teah

Lim

et al. 2015

Journal of Global Fashion Marketing

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“…Furthermore, study results show that brand preference has significant impact on purchase intention which means preference increases customers' brand consciousness for buying well-known branded products. However, past literatures shows the same results, (Lee, Kim, Pelton, Knight, & Forney, 2008;Jin & Gu Suh, 2005;Cobb-Walgren et al, 1995;Chen & Chang, 2008). …”

Section: Conclusion and Recommendationsmentioning

confidence: 43%

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Raza¹,

Frooghi²,

Rani³

et al. 2018

SAJMS

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Abstract:The study aimed to analyse the impact of brand image, brand perception, brand preference and brand loyalty on consumer purchase intention in the FMCG industry of Pakistan. It also used entrepreneurial marketing as moderator between the association of brand loyalty, brand perception, brand image and brand preference with purchase intention. The study has used quantitative explanatory research design. In this concern, a sample of 424 responses was collected using convenience sampling technique from different self-service stores and mega malls of Karachi city, Pakistan. Survey instrument was adapted from numerous past literatures and designed on fivepoint Likert measurement scale. The results and findings of the study showed that brand loyalty, brand perception and brand preference have statistically significant and positive impact on purchase intention. Among the three statistically significant variables, brand loyalty has most impact on purchase intention, followed by brand preference and least influenced by brand perception. Additionally, the results showed that entrepreneurial marketing moderates the relationship of brand loyalty, brand perception and brand preference with purchase intentions of consumer toward FMCG brands in Pakistan. However, the results interestingly showed that brand image does not influence purchase intention and also, entrepreneurial marketing does not moderate its relationship with purchase intention in regards to FMCG brands in Pakistan. The study also showed that combination of all the variables has strength to predict 34.1 percent of purchase intention in regards to FMCG brands of Pakistan. The study further provides conclusion, managerial recommendations and future research directions.

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“…By understanding how consumers perceive a brand, firms can gain competitive advantages, as the power of a brand lies in consumers' mind and stems from what they have learned about the brand over time (Keller, 2003). As previous research has suggested that brand consciousness is positively related to product and brand awareness, perceived quality and emotional values (Jamal and Goode, 2001;Nelson and McLeod, 2005;Lee et al, 2008), we suggest that brand consciousness may have a positive relationship with other aspects of consumer brand perceptions such as brand attitude, brand loyalty and the willingness to pay a price premium. Thus, we propose:…”

Section: Gender Consciousnessmentioning

confidence: 59%

Dispelling the collective myth of Chinese consumers: a new generation of brand‐conscious individualists

Bose

Pelton

2012

Journal of Consumer Marketing

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The unprecedented increase in brand development among one of the fastest-growing consumer markets, the new generation of Chinese consumers, compels a greater understanding of the psychological factors that were largely stereotyped to be collective and homogeneous. Grounded in self-congruity theory, the primary purpose of this study is to understand the joint impact of Chinese consumers' self-and gender consciousness on their ensuing brand perceptions. This study aims to critically explore the process that underlies the aforementioned relationships with consumers' need for uniqueness and brand consciousness. Design/methodology/approach -An online survey using consumer panel data was conducted in three "tier-one" cities in the People's Republic of China. The focus on these cities coincided with the competitive density of retail brands, and resulted in 302 respondents in the population of interest. The data were analysed using structural equation modelling (SEM). Findings -Self-and gender consciousness do impact brand consciousness indirectly through Chinese consumers' need for uniqueness. Contrary to expectations, the study finds that self-consciousness has a negative direct impact on brand consciousness, while gender consciousness does not have a direct impact on brand consciousness. Furthermore, brand consciousness leads to positive brand perceptions, including brand attitudes, brand loyalty, and willingness to pay a price premium. Practical implications -The research provides an in-depth understanding of self-congruity in Chinese consumers' brand perceptions. The research findings can be used to formulate brand positioning and promotion strategies for brand managers. Originality/value -The study integrates extant theories in gender schema and self-congruity to understand brand perceptions in light of self-and gender consciousness. To date, no research has explored this relationship. Furthermore, the study discusses the role of consumers' need for uniqueness as a process that underlines the relationship between consumer self-and gender consciousness, and brand perceptions in terms of brand consciousness, brand attitude and loyalty and willingness to pay a price premium.

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Factors affecting Mexican college students' purchase intention toward a US apparel brand

Cited by 63 publications

References 43 publications

A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases

A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases

Impact of Brand Equity Drivers on Purchase Intention: A Moderating Effect of Entrepreneurial Marketing

Dispelling the collective myth of Chinese consumers: a new generation of brand‐conscious individualists

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