Young consumer’s attitude toward local versus foreign luxury brands

Cheah, Isaac; Shimul, Anwar Sadat; Man, Macy Hoi Ming

doi:10.1080/20932685.2020.1799837

Cited by 7 publications

(3 citation statements)

References 49 publications

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“…Second, the generalisability of the findings can be tested in future research with samples (e.g., male consumers) from different market with another green product category. Third, it would be insightful to explore the moderating role of governmental influence , generativity (Shiel et al, 2020), self-concept (Sharma et al, 2020), and country of origin (Cheah et al, 2020;Cheah and Shimul, 2018) in relation to determining attitude and buyer behaviour within the context of green product purchase. Also, to provide rigour to the findings of this research, future research may undertake experimental design to test the interplay of consumers' knowledge, involvement, and attitude and purchase intention.…”

Section: Limitations and Future Researchmentioning

confidence: 99%

Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa

Shimul

Cheah

Khan

2021

Journal of Global Marketing

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This paper investigates female shoppers' attitude and purchase intention towards green cosmetics. Underpinned with an extended theory of planned behaviour model, the research framework examines consumers' attitude and purchase intention. In addition, the moderating influence of consumer involvement is tested. Data (n = 408) were collected from South Africa and analysed through structural equation modelling. The results show that subjective norm has a significant positive impact on the consumers' purchase intention for green cosmetics. Also, ecological motive and environmental knowledge impact the consumers' attitude towards green cosmetics. In addition, consumers' involvement strengthens the positive relationship between attitude and purchase intention. However, the role of perceived behavioural control and health consciousness were non-significant. The findings suggest that practitioners should try to enhance the consumers' knowledge and involvement about green cosmetics. They should inform and educate the consumers through an integrated marketing communication approach by means of campaigns, advertisements, and public relations. Thus, through relevant environmental information or knowledge, consumers will be more educated aiming to impact positive attitude and purchase intention.

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Section: Limitations and Future Researchmentioning

confidence: 99%

Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa

Shimul

Cheah

Khan

2021

Journal of Global Marketing

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“…In Eastern economies such as China, there is a halo effect in luxury consumption. The majority of Chinese consumers tend to assume that luxury brands have adopted sustainable practices given their exclusive brand image and price (Lin and He 2017 ; Cheah et al 2020 ). Such a halo effect is a double-edged sword.…”

Section: Contributionsmentioning

confidence: 99%

The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK

Wang

Kuah

et al. 2021

J Brand Manag

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Despite luxury brands' efforts to incorporate sustainable development into their branding and product design, studies have shown inconclusive evidence about consumers' reaction towards such efforts. This study investigates how consumption values (i.e. the need for exclusivity, conformity, and hedonism) affect consumers' acceptance of luxury brands' sustainable efforts. It adopts a cross-cultural framework by analysing two countries, namely China and the UK, which differ substantially in some of Hofstede's cultural dimensions, namely power distance, individualism, and indulgence. Using the structural equation modelling in analysing 677 survey responses from actual luxury goods' consumers in the two countries, we suggest that hedonic needs drive consumers' purchase intentions in China and the UK. We find that the need for exclusivity in sustainable luxury items is negatively related to consumers' purchase intentions in China, while the need for conformity is positively related. In contrast, these effects are reversed in the UK. Our study implies the need to align the marketing of sustainable luxury with consumption values of consumers to reflect the cultural differences. In theorizing sustainable luxury research, this study provides a deeper understanding of value perceptions pertaining to luxury product consumption and sustainability.

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“…In the face of rapid globalization, prominent international luxury brands benefit from the country-of-origin effect and, thus, Europe's venerable heritage of luxury augments the prominence of European brands in emerging markets (Roy and Chau, 2010;Stoenescu et al, 2016;Turunen, 2018). The opposite is true for indigenous brands which are perceived to be of low quality and subdued brand equity (Atwal and Bryson, 2014;Cheah et al, 2020;Kapferer, 2002).…”

Section: Introductionmentioning

confidence: 99%

Consumer-based brand equity of South African luxury fashion brands

Appiah-Nimo

Muthambi

Devey

2023

JFMM

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PurposeSouth Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands.Design/methodology/approachThe study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses.FindingsThe study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market.Research limitations/implicationsThe small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome.Originality/valueThis study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.

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Young consumer’s attitude toward local versus foreign luxury brands

Cited by 7 publications

References 49 publications

Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa

Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa

The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK

Consumer-based brand equity of South African luxury fashion brands

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