Luxury brand commitment: a study of Chinese consumers

Abstract

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 purpose of this paper is to assess brand commitment levels demonstrated by luxury brand consumers in China and seeks to identify the most significant combination of antecedents from brand affect, image, value and trust. Design/methodology/approach -A self-completion, researcher-supported questionnaire was disseminated within four Beijing shopping malls, generating 501 participants. The questionnaire comprised a range of scale sets covering brand affect, image, value, trust and commitment. The analysis comprised a summary overview of brand attainment followed by a substantive analysis involving confirmatory factor analysis and structural equations modelling to identify the most significant combination of antecedents relating to brand commitment. Findings -Regarding absolute consumer endorsement, brand affect was the most positive area, with image, trust and value representing relatively positive brand attributes. Declared commitment was relatively low, representing a potential commercial challenge. Value, represented by its social and symbolic components, and trust were identified as providing a significant and direct explanation of consumer commitment, represented by its affective and continuance dimensions. The role of value and trust must be central in marketing luxury brands given their direct and combined impact on consumer commitment. Research limitations/implications -The findings are transferable to other "Tier 1" locations in China, but take no account of either consumer behaviour outside of these wealthier conurbations, or segmentation of the associated markets. Originality/value -Geographic setting and consideration of a vast consumer group provides research value and contribution to marketing planning in the pursuit of higher levels of consumer commitment to their brands.

Determinants of brand loyalty in the apparel industry: A developing country perspective

“…Brand trust was measured using the previous scale of Zehir et al (2011) and was composed of five measurement items. Brand commitment was made up of five scale items and was measured using the scale of Li et al (2014). Brand loyalty was assessed by using the parsimonious scale of Choi et al (2017) and included six measurement items.…”

A study of lifestyle fashion retailing in China

“…The findings on the supported relationships are aligned with prior studies (Chaudhuri and Ligas, 2009; Chen and Chi, 2017). The insignificant effect of PCV and PSV on RI might corroborate the argument that lifestyle fashion stores share many similar features with luxury fashion stores but have been developing as a separate type of retail business mode that focuses on enticing consumers by mixing the desired benefit/cost value with a unique emotional and aesthetic value (Galeotto, 2016; Li et al , 2014). Overall, 55 percent of the variance in Chinese consumers’ RIs toward lifestyle fashion stores is explained ( R 2 =55 percent), which suggests a satisfactory explanatory power (Cohen et al , 2013).…”

Paradox and market renewal

“…Consumption objects that are considered luxurious at a particular point in time have the ability to signal scarcity and status in social contexts (Commuri, 2009;Dubois and Paternault, 1995;Kapferer and Bastien, 2009;Vigneron and Johnson, 2004). They are usually characterized by tangible factors such as product quality as well as more intangible symbolic qualities of the brand (Fionda and Moore, 2009;Li et al, 2014;Vigneron and Johnson, 2004;Walley et al, 2013). By taking part in the production of these symbols in the market, luxury companies offer consumers opportunities for engaging in social displays of status (Grossman and Shapiro, 1988;Kapferer and Bastien, 2009;Walley et al, 2013).…”

“…Grayson and Martinec, 2004; Hartmann and Ostberg, 2013). These relations are particularly salient in the luxury markets where intangible associations, such as prestige and cultural desirability, play a prominent role (Kapferer and Bastien, 2009; Keller, 2009; Li et al , 2014; Vigneron and Johnson, 2004). While the global luxury industry has grown rapidly during the past years (D’Arpizio et al , 2014), there has been a parallel proliferation of the market for knockoffs that copy features of original goods (Commuri, 2009; Hemphill and Suk, 2009a; Raustiala and Sprigman, 2006) and counterfeit luxury offerings that directly replicate original goods (Grossman and Shapiro, 1988; Lai and Zaichkowsky, 1999; Le Roux et al , 2016).…”