The Impact of Country of Brand Image on Symbolic Value of Luxury Brands

Qiu, Qi; Wang, Yonggui; Richard, James E.; Wang, Xiaoyan

doi:10.14707/ajbr.170033

Cited by 5 publications

(5 citation statements)

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“…The image of a brand's country of origin acts as a halo, whereby consumers create a uniform view of the brand based on their image or stereotype about the country of origin. This view affects consumers' evaluations of brands originating from that country, especially when consumers are unfamiliar with a particular brand (Qiu et al, 2017). The image of the country of origin can give a certain impression of brands originating from that country, where a favourable image of the country of origin is reflected in positive consumer evaluations of all brands from the same country (Sulhaini et al, 2019).…”

Section: Foreign Brand Halo Effect (Fbhe)mentioning

confidence: 99%

Analysing K-Beauty Brands from the Consumer–Brand Relationship Perspective

Sulhaini

Rusdan

Sulaimiah

et al. 2024

Int. res. j. bus. stud.

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This study examines relationships between foreign brand halo effect and beauty consciousness on self-brand connection in beauty consumption. It also investigates the moderating role of age on these relationships. Data is gathered through an online survey focusing on two South Korean beauty (K-beauty) brands. The results contribute to consumer–brand relationships and international marketing literatures. There is no difference between young adult female and mature adult female consumers in the influence of beauty consciousness on self-brand connection. However, there are substantial differences between the two groups of consumers in the influence of the foreign brand halo effect on self-brand connection. Also, the halo effect exhibits the greatest influence on willingness to pay more. Consumers are also willing to pay more for brands from countries that have a positive image.

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Section: Foreign Brand Halo Effect (Fbhe)mentioning

confidence: 99%

Analysing K-Beauty Brands from the Consumer–Brand Relationship Perspective

Sulhaini

Rusdan

Sulaimiah

et al. 2024

Int. res. j. bus. stud.

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“…Its products should be held by only a few so that the luxury component of a brand stays intact. Country of the brand (COB) plays an essential role in consumers' perceived value regarding a brand and is often a significant factor in their intention to purchase (Qiu et al, 2017). COB builds inner-self expressive value, prestige value and social-self expressive value in individuals (Qiu et al, 2017).…”

Section: Luxury Brand Attributes (Lba) and Luxury Product Attributes ...mentioning

confidence: 99%

“…Country of the brand (COB) plays an essential role in consumers' perceived value regarding a brand and is often a significant factor in their intention to purchase (Qiu et al, 2017). COB builds inner-self expressive value, prestige value and social-self expressive value in individuals (Qiu et al, 2017). Arora (2011) has obtained an 8P model of luxury brand marketing.…”

Section: Luxury Brand Attributes (Lba) and Luxury Product Attributes ...mentioning

confidence: 99%

“…Studies have been conducted considering luxury brand attributes (LBA) (Phau and Prendergast, 2000; Qiu et al , 2017), luxury product attributes (LPA) (Pereira et al , 2019; Dhaliwal et al , 2020), social media attributes (SMA) (Kim and Ko, 2012; Agnihotri, 2020), corporate social responsibility attributes (CSRA) (Sen and Bhattacharya, 2001; Sipilä et al , 2021), sustainability attributes (SUA) (Jain and Mishra, 2020), luxury brand attachment (Lin and Ku, 2018; Shimul et al , 2019), luxury brand trust (Khan and Zaman, 2021; Lee Park et al , 2021; Pir and Derinözlü, 2021) and luxury brand loyalty (Park et al , 2011; Kim and Ko, 2010; Rao and Ko, 2021; Chung and Kim, 2020) in a segregated manner. When consumers purchase a luxury product, they consider several attributes from each of the mentioned areas before deciding on their purchase.…”

Section: Introductionmentioning

confidence: 99%

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Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach

Ghosh

Bhattacharya²

2022

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Purpose This study aims to explore the antecedents related to luxury brand loyalty in the Indian Gen Z consumer segment. It obtains the connection between luxury brand attachment, luxury brand trust and luxury brand loyalty. The study also envisages how luxury brand trust plays a mediation role in strengthening the relationship between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. Design/methodology/approach The empirical investigation is based on the Indian Gen Z consumer segment. Data was acquired with the help of a structured questionnaire, following convenience and snowball sampling techniques. A total of 230 primary responses was used for the statistical analysis of the present research. The analysis was carried out with the help of SmartPLS software to validate a proposed model and corresponding hypotheses. Findings The research findings demonstrate that two major branding outcomes support luxury brand loyalty behavior in the Indian Gen Z consumer segment: luxury brand attachment and luxury brand trust. Corporate social responsibility (CSR) attributes and sustainability attributes, luxury product attributes, luxury brand attributes and social media attributes positively influence luxury brand attachment in the Indian Gen Z consumer segment. CSR attributes and sustainability attributes have negligible contribution toward positively influencing luxury brand trust towards the same. However, when luxury brand trust is combined with luxury brand attachment, then luxury brand trust plays a significant role in enhancing luxury brand loyalty among the Indian Gen Z consumer segment. Then, luxury brand attributes, product attributes and social media attribute positively impact luxury brand trust in the Indian Gen Z consumer segment. The study also identifies that luxury brand trust plays a significant mediation role in consolidating the relationship between attachment and loyalty. Originality/value The proposed model in the research is an integrated framework comprising maximum potential variables that can positively influence luxury brand loyalty in the Indian Gen Z consumer segment. The analysis in the research shows the mediation role of luxury brand trust between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. This study has also identified the vital role of luxury brands’ CSR attributes and sustainability attributes to support luxury brand loyalty.

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“…The symbolic value of purchase has for ages run parallel to its functional value (Qiu, Wang, Richard & Wang, 2017). People buy things not simply because of their functional value, but often with the primary purpose of advertising their pecuniary advantages over others.…”

Section: Introductionmentioning

confidence: 99%

Aversive Personality Traits and Individualistic Social Rank Styles as Predictors of a Positive Attitude Towards Conspicuous Consumption

Митић,

Ђурић,

Петровић

2023

TEME

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The prognostic and mediational influences of basic and aversive personality traits, and social rank styles on individuals’ attitudes towards conspicuous consumption (ATCC, an indirect measure of the actual behaviour) were examined via path analysis[1]. The model (n=400, mean age=22.3) emphasised the direct and indirect effects of Extraversion, and the indirect effects of Neuroticism and Agreeableness which were sequentially mediated by all Dark Triad traits, and by two individualistic social rank styles: Dominant Leadership and Ruthless Self‑advancement. Dark Triad traits occupied the central position in the model connecting basic personality traits with social rank styles, and ultimately with ATCC. Machiavellianism was the only Dark Triad trait directly linked with ATCC, Dominant Leadership, and Ruthless Self-advancement. Narcissism exerted the main mediating effect on Dominant Leadership, while Machiavellianism and Psychopathy mediated the negative influence of Extraversion and Agreeableness on Ruthless Self-advancement. Both Dominant Leadership and Ruthless Self-advancement were directly predictive of ATCC. As two basic prosocial personality traits (Conscientiousness and Openness) and one prosocial rank strategy (Coalition Building) did not enter the model, we conclude that, from the present perspective, positive ATCC is linked to uncooperative and self-centred mindsets striving for superior positions in the social hierarchy. [1] The path analysis model upholds the dark side of affinity for conspicuous consumption. The model connects the personal traits domain with the personal strategies domain. Social rank styles are differentiated by basic and aversive personality traits. Each social rank style has a specific trajectory predictive of ATCC.[1] The path analysis model upholds the dark side of affinity for conspicuous consumption. The model connects the personal traits domain with the personal strategies domain. Social rank styles are differentiated by basic and aversive personality traits. Each social rank style has a specific trajectory predictive of ATCC.

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The Impact of Country of Brand Image on Symbolic Value of Luxury Brands

Cited by 5 publications

References 91 publications

Analysing K-Beauty Brands from the Consumer–Brand Relationship Perspective

Analysing K-Beauty Brands from the Consumer–Brand Relationship Perspective

Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach

Aversive Personality Traits and Individualistic Social Rank Styles as Predictors of a Positive Attitude Towards Conspicuous Consumption

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