Parental influence on the purchase of luxury brands of infant apparel: an exploratory study in Hong Kong

Prendergast, Gerard P; Wong, Claire

doi:10.1108/07363760310464613

Cited by 126 publications

(97 citation statements)

References 13 publications

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“…Furthermore, the purchase of such products may improve the status for people of all social classes (Cuneo, 1996). Generally, luxury items are high-involvement products that are purchased to gain status (Prendergast & Wong, 2003) and are related to conspicuous consumption (Wong, 1997). Opinion leaders influence the consumers' decision-making and are significant in disseminating information, specifically about high-involvement purchases .…”

Section: High-involvement Productsmentioning

confidence: 99%

Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

P¹

2018

CMR

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The purpose of this research is to determine the antecedents that influence conspicuous consumption in the decision-making process of low-income consumers. The research methods used include a literature review, in-depth interviews, and focus groups. Four interdisciplinary antecedents that influence conspicuous consumption were identified: socio-psychological (societal hierarchy, situational occurrence); brand features (management-controlled, external factor); consumer behavior (product uniqueness, bandwagon); and marketing associates (high involvement, opinion leader). The research techniques were an analytic hierarchy process and an interview questionnaire. Opinions from 200 respondents were collected and analyzed in Mumbai, India. Marketing associates were found to be the most important antecedent, followed by socio-psychological antecedents. Based on these results, it is recommended that researchers, policy makers, and marketing directors share these insights with academic and marketing researchers. Opinion leaders also play a vital role in influencing the decision-makers in conspicuous consumption among lowincome consumers.

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Section: High-involvement Productsmentioning

confidence: 99%

Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

P¹

2018

CMR

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“…In fact, this perception is totally opposite with the old one in which only upper class people have the right for luxury goods. (Kapferer, 2012) When upmarket products are considered, according to Prendergast & Wong (2003), quality is a more important criteria than price. Luxury brands need to be aware that for upmarket consumers what matters is the quality not the price.…”

Section: The Concept Of Luxurymentioning

confidence: 99%

Attitudes of Generation Y Towards Luxury Products and Youth-Led Change in Luxury Consumption Behaviour

Yazıcı

2016

TOJDAC

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To many people luxury products were once considered hard to access and a privilege to use. Luxury used to mean a product or service only accessible by a small group of people, a product or service that was scarce (Nueno & Quelceh, 1998). However, luxury products have now become more affordable to more consumers, especially for consumers from the middle class who access more money than ever before (Hauck & Stanforth, 2007) and therefore luxury brands have the chance to flourish and establish their reputation worldwide. In order to do so, they must truly understand their consumersand recognise how they are changing. Besides the drivers of their decisions, the purchasing behaviors of consumers are evolving. Consumers prefer to be engaged with digital channels in terms of their buying processes. Generation Y has a tremendous impact of the world economy because of the number of its representatives and increasing purchasing power, so it has been transforming into the biggest consumer segment throughout history. As a result of this, Generation Y attracts the attention of many scientific fields from psychology to economics. The main question is what makes this generation so unique both as a research topic for scientific studies and a marketing challenge. Young adults who were born between 1980 and 1990 are considered to be Generation Y and this generation has ended up to become the largest part of global consumer market and it has become an undeniable fact for luxury brands that their motivations and attitudes have to taken into consideration in the process of developing products. The brands need to communicate with the representatives of Generation Y effectively. The aim of this article is to examine Generation Ys' attitudes, i.e. their beliefs, feelings and purchase intentions towards luxury products and the meanings of the word "luxury" to young people, reasons for buying luxury products, and, on a small scale, young adults' luxury brand awareness and brand loyalty. In addition, this study aims at not only examining Generation Y customers' luxury purchasing behaviour but also helping organizations understand such customers' needs and wants. It is widely acknowledged that understanding consumer behavior is the key to be successful in business and this youth-led change in luxury consumption behavior should not be underestimated to be able to attract the attention of the future powerhouse of the global economy.

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“…They reported that the popularity of a brand could propel the dream value of the brand. Prendergast and Wong (2003) considered the concepts of buying roles, conspicuous consumption/social consumption motivation, and materialism. They reported a poor relationship between the amount of money spent by parents on luxury brands of infant apparel and social consumption motivation.…”

Section: Introductionmentioning

confidence: 99%

An investigation on consumer’s behaviors towards well-known luxury brands

Ghasemi¹

2014

10.5267/j.msl

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This paper presents an empirical investigation to find the relationship between consumer's behaviors towards well-known luxury brands in Iranian market. The study designs a questionnaire in Likert scale and distributes it among 250 randomly people who purchase luxury products. The study investigates the effects of three variables including perception value, social normality and need for being exclusive on perception of a brand for motivating customers to purchase luxury products. In addition, the study tries to find out whether customers' educational backgrounds influence on purchasing luxury products or not. Cronbach alphas are all well above the minimum acceptable level, which validates the survey. Using structural equation modeling, the study confirms all hypotheses of the survey.

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Parental influence on the purchase of luxury brands of infant apparel: an exploratory study in Hong Kong

Cited by 126 publications

References 13 publications

Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

Attitudes of Generation Y Towards Luxury Products and Youth-Led Change in Luxury Consumption Behaviour

An investigation on consumer’s behaviors towards well-known luxury brands

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