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Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan
Abstract
The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study examines the influence of antecedents on brand attachment and purchase intention among consumers in China, Hong Kong and Taiwan (i.e. the Greater China region). Using an empirical research method, the effects of luxury perceptions on brand attachment and purchase intention are tested using the partial least squares (PLS) approach to structural equation modelling. Differences in the structural relationship among subsamples were also examined by multi-group analysis to achieve a better understanding of the characteristics of different markets, thus contributing to the marketing strategy knowledge. According to the study results, antecedents, including individual value, social influence and luxury brand image, significantly influence brand attachment and purchase intention. Furthermore, the group comparisons suggest that the three subsamples have different characteristics with respect to the structural relationship. In the China subsample, brand attachment is more likely to be influenced by social influence. In comparison, Hong Kong consumers are more rational, that is, brand attachment and purchase intention are strongly influenced by consumer’s perception of luxury brand image. Finally, the purchase intention of Taiwanese consumers mainly depends on the affection for the luxury brand.
... However, in research from Akter (2021), consumers are subjected to systematic stress during a crisis, and this stress regulates them either to save money in order to accumulate resources that could provide security, or to demonstrate impulsive behavior in purchasing various products that they consider necessary. Ku and Lin (2018) suggested Chinese culture is group oriented, and the Chinese have a strong belief in collectivism. Furthermore, vanity is a big motivator for purchasing luxury products and the role of luxury is even stronger among Chinese customers; as a result, the formation of brand attachment is heavily influenced by others' ideas and opinions. ...
... Consumers are expected to influence deeply by the pandemic, empirical studies on their perceptions and conative responses are critical to better understand how they will react and behave. The purchase intention is the consumer's evaluation of products and services that results in the possibility of a transaction (Ku & Lin, 2018). Therefore, to evaluate the attitude, hypothesis of social influence, luxury brand perception affecting on purchase intention as proposed as follow: ...
... The result of this study is in line with the previous literature findings. In research from Ku and Lin (2018), purchase intention is strongly influenced by luxury brand perceptions. According to Ing Phang et al. (2021), Sritanakorn and Nuangjamnong (2021), and Wongsawan and Nuangjamnong (2022), who conducted a study on luxury purchase intention in pandemic, brand perception has significantly related to the intention to purchase soft luxury products. ...
The purpose of this study is to understand Chinese purchase intention towards luxury products under COVID-19. This research explores the factors that Chinese purchase intention by using secondary data analysis, and an archival study approach. This study has been using five frameworks from previous studies to create a new conceptual framework. The results provided factors that impact Chinese purchase intention towards luxury products under COVID-19. The research found that social influence, physical vanity, and luxury brand perceptions are the factors that affect purchase intention. This study has limitations because behavioral intentions may change after the COVID-19 pandemic is over. This survey is conducted in China, and whether the consumers lived in different cities had a large significant effect on their buying behavior. This study is about the important influencing variables that affect the Chinese's purchase intention towards luxury products during under pandemic.
International Research E-Journal on Business and Economics
Download full text from this link: http://www.assumptionjournal.au.edu/index.php/aumitjournal/article/view/6282/3437
... The inconsistent findings of the relationship between individual dimensions of luxury brand perceived value and purchase intention suppose a need for research into the underlying mechanisms and the boundary conditions of the abovementioned relationship. Brand attachment was found to be a predictor of consumer purchase intention [17,[20][21][22][23]. This relationship suggests that brand attachment may potentially explain the relationship between luxury brand perceived value and purchase intention. ...
... Brand attachment is defined as an emotional connection between the consumer and a particular brand and reflects their feelings about the brand [39,40]. Many researchers [17,21,22,39,41,42] rely on Park et al.'s conceptual structure of brand attachment that consists of two components: brand prominence and brand-self connection [40]. However, different definitions of brand prominence can be found in the literature. ...
... Consequently, Park et al. [40] state that brand attachment develops as a result of recognizing a brand as part of one's self-concept and because of the instrumental value brands can offer. [17,[20][21][22][23]. Strong brand attachment leads to consumer loyalty [20,[40][41][42]44,45], a competitive advantage in the case of alternatives [40,45], lower consumer sensitivity to price [41,45], milder consequences in the case of brand failure [41,45], consumer resilience to change [41], favorable verbal recommendations, and a desire to maintain a relationship with the brand [45]. ...
The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.
... Therefore, customer engagement can influence brand loyalty through attachment (Li, Teng, & Chen, 2020). Brand attachment can be useful in encouraging consumer purchase intentions towards premium brands (luxury brands) at high prices (Ku & Lin, 2018). In addition to brand experience and the influence of brand attachment on customer retention, understanding marketing requires understanding the brand experience and the influence of brand attachment on customer retention (Hino, 2016). ...
... These results show consistency with previous research conducted by Vredeveld (2018) and Hew et al. (2017). Greater attachment reflects deeper connection, passion, and love, and brand attachment becomes an important determinant of consumer intention when it reaches this level (Ku & Lin, 2018). A growing sense of attachment to a customer's brand will lead to a greater increase in buying that brand. ...
This study empirically builds a conceptual model that describes the effects of brand attachment, self-image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of previous researchers regarding the influence of hedonic motivation and self-image congruence in attachment theory-based models using brand attachment as the central variable. The contribution of this study is to investigate the relationship between hedonic motivation and self-image congruence because, so far, no research has tested the effect of hedonic motivation on self-image congruence. Attachment theory and self-congruity theory are used to solve this problem. The sample selection used a purposive sampling strategy with the characteristics of respondents in Indonesia who had used luxury brands. The number of samples that were successfully collected and tested included 354 respondents. The hypothesis was tested using the Structural Equation Model (SEM) analysis technique. The findings confirm that hedonic motivation and self-image congruence are drivers of brand attachment and increase consumers' purchase intentions.JEL : M30, M31. ABSTRAKPenelitian ini mencoba mengembangkan model konseptual secara empiris tentang pengaruh brand attachment, self-image congruence, dan brand experience terhadap niat beli. Peneliti menemukan bahwa keterikatan merek dan keselarasan citra diri tidak optimal untuk perusahaan merek mewah, meningkatkan kemungkinan mereka memengaruhi niat beli konsumen merek mewah. Fokus penelitian ini adalah mengkaji perdebatan atas temuan peneliti sebelumnya mengenai pengaruh variabel motivasi hedonis dan keselarasan citra diri pada model berbasis teori keterikatan dan menggunakan keterikatan merek sebagai variabel inti. Penelitian ini juga menggabungkan teori keterikatan dan teori keselarasan diri untuk memecahkan masalah tersebut. Pemilihan sampel menggunakan strategi purposive sampling dengan karakteristik responden Indonesia yang pernah menggunakan merek-merek mewah. Sebanyak 354 dari 375 responden berhasil dikumpulkan dan diuji sampelnya, sekitar 21 kuesioner berisi data yang tidak memenuhi syarat. Pengujian hipotesis akan menggunakan teknik analisis SEM (Structural Equation Model). Temuan mengkonfirmasi bahwa motivasi hedonis dan keselarasan citra diri adalah pendorong keterikatan merek, dan dapat meningkatkan niat beli konsumen.Kata Kunci : keterikatan merek, kesesuaian citra diri, motivasi hedonis, pengalaman merek, niat beli
... It creates a commitment between them that evolves into a long-term relationship. It enhances consumer lifetime value and brand profitability (Lin and Ku, 2018). Aesthetics portrayed through various brand elements helps develop brand attachment in individuals (Dolbec and Chebat, 2013). ...
... This can be attributed to luxury brands to a considerable extent. Lin and Ku (2018) view that social influence, individual value, and luxury brand image influences luxury brand attachment in individuals. High involvement with a luxury brand results in the same (Sreejesh et al. 2016). ...
India's Gen. Z population is more than 472 million. Due to the mentality, affordability and the big volume, of this consumer segment, it is essential for luxury brands operating in India to understand what appeals to this segment to expand their businesses. The study obtains an integrated framework to understand the impact of 22 attributes that can potentially influence Gen. Z's luxury brand attachment, brand trust, and in turn, achieve their brand loyalty. The proposed model backed by empirical research represents how trust acts as the mediator between attachment and loyalty. It portrays the effectiveness of the attributes, inclusive of CSR and sustainability attributes, and the importance of each of them in influencing the three facets. These, along with suggestions to make CSR and sustainability attributes to instill brand trust, will help luxury brand professionals to make prudent decisions.
... Lüks marka algısının, satın alma niyeti üzerindeki etkisinde, gösteriş özelliklerinin düzenleyici etkisinin araştırılmasının amaçlandığı bu çalışmada elde edilen sonuçlara bakıldığında; "Lüks marka algısının, satın alma niyeti üzerinde anlamlı etkisi vardır" hipotezi, dolayısıyla H1 hipotezi kabul edilmemiştir. Park, vd., (2008), Bian ve Forsythe (2011), Ku ve Lin (2018)'in çalışmaları gibi, lüks marka algısının, satın alma niyeti üzerinde anlamlı etkisi olduğunu destekleyen çalışmalar olmasına karşın, bu çalışmada H1 hipotezi kabul edilmemiştir. Bunun nedeni olarak, lüks marka algısı ile ilgili tüketici cevapları alınırken, araştırmanın belirli bir marka üzerinden yapılmamış olması ve lüks ürünlerin pahalı ürünler olmasından kaynaklandığı düşünülmektedir. ...
Rekabetin arttığı günümüz koşullarında işletmeler, tüketici davranışlarına daha çok dikkat etmeye gayret göstermektedir. Son yıllarda lüks marka pazarının payını artırması, gelişen teknoloji ve sosyal medyanın da etkisiyle, pazarlama uygulayıcıları açısından tüketicilerin lüks marka algısının ve gösteriş özelliklerinin araştırılması önem arz etmektedir. Özellikle de tüketicilerin satın aldıkları ürünleri gösteriş amaçlı kullanması nedeniyle lüks ürünlerin tüketimleri de artmaktadır. Bu çalışmada, lüks marka algısının, satın alma niyeti üzerindeki etkisinde, gösteriş özelliklerinin düzenleyici rolü araştırılmıştır. Araştırma, 18 yaş üstü ve alışveriş yapma yetisine sahip olan tüketicilere yönelik yapılmış olup araştırmaya katılan tüketicilere, Google formlarda oluşturulan anket ile sosyal medya üzerinden ulaşılmıştır (WhatsApp, Facebook, Telegram). Bu çalışma ile birlikte 664 kişiye anket yöntemi uygulanmıştır. Ayrıca analiz için SPSS ve AMOS programları kullanılmıştır. Araştırmaya yönelik olarak doğrulayıcı faktör analizi, ölçekler arası korelasyon analizi, yapısal eşitlik analizi ve regresyon analizi yapılmıştır. Sonuç itibari ile lüks marka algısının, satın alma niyeti üzerinde ve gösteriş özelliklerinin, satın alma niyeti üzerinde anlamlı etkiye sahip olmadığı ancak lüks marka algısının, satın alma niyeti üzerindeki etkisinde, gösteriş özelliklerinin düzenleyici rolü olduğu görülmüştür. Anahtar Kelimler: Lüks, lüks marka, lüks marka algısı, satın alma niyeti, gösteriş özellikleri, düzenleyici etki. Abstract In today's conditions where competition is increasing, businesses try to pay more attention to consumer behavior. With the increase in the share of the luxury brand market in recent years, with the effect of developing technology and social media, it is important for marketing practitioners to investigate the luxury brand perception and vanity traitment of consumers. Consumption of luxury products is increasing, especially as consumers use the products they purchase for vanity. In this study, the moderator role of vanity traitment in the effect of luxury brand perception on purchase intention was investigated. The research was conducted for consumers over the age of 18 who have the ability to shop, and the consumers participating in the research were reached via social media (WhatsApp, Facebook, Telegram) with a questionnaire created in Google forms. With this study, the survey method was applied to 664 people. In addition, SPSS and AMOS programs were used for analysis. Confirmatory factor analysis, inter-scale correlation analysis, structural equation analysis and regression analysis were performed for the research. As a result, it was seen that luxury brand perception did not have a significant effect on purchase intention and vanity traitment did not have a significant effect on purchase intention, but vanity traitment had a moderating role in the effect of luxury brand perception on purchase intention.
... Further, Esch et al. [72] confirmed that brand attachment positively predicts both current purchase intention and future purchase intention. Additionally, Lin and Ku [73] argued that consumers' luxury brand attachment strongly and positively effects their luxury consumption behaviors. This research thus presents the following hypothesis: Hypothesis 4. Brand attachment positively affects behavioral intentions. ...
Given the fierce competition and changes in the market environment, the integrated resort industry must devote more efforts to understanding tourists’ behavioral characteristics to develop appropriate marketing strategies. Thus, this study established an integrated model to examine the impacts of experiential marketing factors on brand trust, brand attachment, and behavioral intention to promote the sustainable development of the integrated resort business. An online survey on Korean tourists with integrated resort experience was conducted, and a total of 526 valid responses were obtained. The proposed model was investigated with SmartPLS 3.3.9 software. Results show that sense, feel, think, and relate affected brand trust, whereas only sense, think, and relate affected brand attachment. Moreover, behavioral intention was found to be influenced by both brand trust and brand attachment. The research findings hold practical and theoretical contributions for the integrated resort context.
p>Tujuan dari penelitian ini mengajukan model untuk menguji pengaruh positif yang signifikan antara variabel-variabel persepsi merek mewah, pengaruh sosial dan sifat pamer terhadap niat beli yang dimoderasi oleh kebutuhan akan keunikan pada kelompok Harley Owners Group di Jakarta yang merupakan pengguna merek mewah motor merek Harley Davidson. Peneliti menggunakan skala Likert 5 poin dalam pengukuran variabel-variabel. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner dengan teknik Simpel Random Sampling, sedangkan subyek penelitian sebanyak 222 responden sebagai pengguna dan pemilik motor merek Harley Davidson yang tergabung dalam komunitas Harley Owners Group Anak Elang dan Harley Owners Group Nusantara yang berada di Jakarta. Untuk pengujian hipotesis antar variabel, data diolah menggunakan SmartPLS versi 3.0. Hasil dari Path Coefficients secara berurut, persepsi merek mewah berpengaruh positif dan signifikan terhadap niat beli, sedangkan pengaruh sosial dan sifar pamer tidak berpengaruh positif dan signifikan terhadap niat beli, sedangkan kebutuhan akan keunikan sebagai variabel moderasi terhadap variabel-variabel bebas tidak berpengaruh secara signifikan terhadap niat beli. Indikasi R² dari hasil olah data bahwa kemampuan variabel persepsi merek mewah, pengaruh sosial, sifat pamer dan kebutuhan akan keunikan dalam menjelaskan variabel niat beli (Y) sebesar 69,6% (kuat) dan sebesar 30,4% dijelaskan oleh faktor lain di luar dari penelitian ini.</p
While there is ample evidence that consumer attachment varies across luxury and non‐luxury brands, there is a lack of research in understanding the predictors, moderators and consequences of luxury brand attachment. This paper aims to develop and test a research model for luxury brand attachment (study 1), examine the moderating influence of self‐consciousness on the relationship between actual/ideal self‐congruence and luxury brand attachment (study 2), and validate the research model across privately and publicly consumed products (study 3). Data (n=961) were analysed using Structural Equation Modelling with the IBM SPSS AMOS 25.0. The results show that consumers’ perceived actual and ideal self‐congruence have a significant positive impact on luxury brand attachment. In addition, luxury brand attachment results in consumer advocacy. Private (public) self‐consciousness enhances the relationship between actual (ideal) self‐congruence and luxury brand attachment. However, social anxiety did not influence the relationship between self‐congruence and luxury brand attachment. Moreover, the relationship between actual self‐congruence and luxury brand attachment was stronger for privately consumed products. This research would provide luxury managers with an understanding of how consumers develop a bond with luxury brands based on the perceived brand self‐congruence. The LBA model would also help managers segment luxury consumers and identify the segments with low, medium and high attachment. Also, using the findings of this research, luxury managers can incorporate the relevant aspect of self‐congruence into brand positioning and advertising messages.
Este artículo analiza el proceso de Comunicación Integrada de Marketing (CIM) de los emprendimientos del sector moda de Nicaragua, que se erige como sustento de las industrias creativas en el país. Se establece una comparativa en el nivel de implementación de la CIM entre las diferentes categorías de emprendimientos, según su formalidad, género en la propiedad, antigüedad y nivel de empleo, con el fin de identificar las fortalezas y debilidades comunicativas de cada grupo. Para ello, se adaptó el cuestionario basado en la escala de Lee & Park (2007) y se aplicó a las socias de la Red de Mujeres Empresarias de Nicaragua (REN) que dirigen emprendimientos del sector moda, calzado y complementos. Los resultados revelan diferencias significativas en el grado de implementación de la CIM entre grupos, por antigüedad y tamaño de la empresa, pero demuestra que la formalidad y el género no son determinantes en esta comparativa. A partir de estos resultados, se presentan las principales debilidades y fortalezas de cada grupo y una serie de recomendaciones derivadas, que pretenden contribuir al fortalecimiento del sector y al empoderamiento de la mujer emprendedora en el país.
Provides a nontechnical introduction to the partial least squares (PLS) approach. As a logical base for comparison, the PLS approach for structural path estimation is contrasted to the covariance-based approach. In so doing, a set of considerations are then provided with the goal of helping the reader understand the conditions under which it might be reasonable or even more appropriate to employ this technique. This chapter builds up from various simple 2 latent variable models to a more complex one. The formal PLS model is provided along with a discussion of the properties of its estimates. An empirical example is provided as a basis for highlighting the various analytic considerations when using PLS and the set of tests that one can employ is assessing the validity of a PLS-based model. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and controlling a brand image over time. The framework consists of a sequential process of selecting, introducing, elaborating, and fortifying a brand concept. The concept guides positioning strategies, and hence the brand image, at each of these stages. The method for maintaining this concept-image linkage depends on whether the brand concept is functional, symbolic, or experiential. Maintaining this linkage should significantly enhance the brand's market performance.
Even though negative information about brands and companies is widely prevalent in the marketplace, except for case studies, there has been no systematic investigation of how consumers process negative information about the brands they like and use. In the three studies in this research, the authors attempt to bridge this gap. The findings of the first and second studies provide a theoretical framework for understanding how consumers process negative information in the marketplace. Commitment of the consumer toward the brand is identified as a moderator of negative information effects. In the third study, the authors use this theoretical framework to derive and test response strategies that companies can use to counter negative publicity for consumers who are high and low in commitment toward the brand.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.
The significant growth of luxury consumption in recent decades has been accompanied by a prevalence of pirated and counterfeited goods. Given that the market for counterfeits relies on consumers’ desire for real luxury brands, it is critical for researchers and marketers to understand the reasons why consumers buy genuine luxury brands, what they believe real luxury is, and how their perception of luxury value affects their buying behavior in the trade-off between authentic or counterfeit products. Based on a comparison of studies that provides a holistic view of the phenomenon of counterfeit consumption and a comprehensive model, the key drivers of perceived value will be defined, helping to reduce the complexity of counterfeit consumption and enable the development of customized countermeasures.
A better understanding of the Chinese consumption of luxury fashion brands may assist the fashion industry when targeting China as the soon-to-be largest consumer market. This study aims to examine Chinese consumers' willingness to pay for luxury fashion brands related to their fashion lifestyle and perceived value. Practicality fashion lifestyle, perceived social/emotional value, perceived utilitarian value, and perceived economic value were found to have a significant influence on the willingness of Chinese consumers to pay for luxury fashion brands in a multiple regression model (n=480). This research also examines the different effects of fashion lifestyles and perceived value on willingness to pay among four groups characterized by different previous genuine and counterfeit purchasing experiences. This study deepens understanding of consumer perceptions and behaviors relating to luxury fashion brands in China.
Purpose
The purpose of this paper is to investigate market segmentation of affluent Chinese consumers and develop profiles of identified segments for potential target markets for luxury fashion goods.
Design/methodology/approach
The data are from the 2006 edition of an annual survey called the “China's New Rich Study”. The respondents form a representative sample of affluent consumers, 18 to 45 years old, residing in China's 12 largest cities. A psychographic segmentation approach is employed to classify these consumers.
Findings
Five distinct market segments of affluent Chinese consumers are identified and profiled. Of these segments, three seem the most promising target markets for luxury fashion goods.
Practical implications
When companies understand the similarities and differences between consumer segments as well as the unique characteristics of segments, they have a meaningful basis for selecting receptive target markets and formulating and implementing effective marketing strategies. The findings of this study can be useful not only to companies that offer luxury fashion goods, but also to those targeting the upscale market with a plethora of products and services like yachts, luxury cars, high‐end electronics, resort vacations, and credit cards and other financial services.
Originality/value
This is the first study on segmentation of Chinese consumers for potential target markets for luxury fashion goods. Results reveal heterogeneity among affluent urban Chinese consumers. Strategies for marketing luxury fashion goods to promising target markets in China are outlined on the basis of segment profiles and culturally based motivations for purchasing such goods.