Purchase intention for luxury brands: A cross cultural comparison

Qin Bian and Sandra Forsythe

Journal of Business Research, 2012, vol. 65, issue 10, 1443-1451

Abstract: This cross-cultural study examines the effects of individual characteristics (i.e., consumers' need for uniqueness and self-monitoring) and brand-associated variables (i.e., social-function attitudes toward luxury brands and affective attitude) on U.S. and Chinese consumers' purchase intention for luxury brands. A total of 394 college students in U.S. and China participated in the survey. Using structural equation modeling (SEM), this study finds that U.S. and Chinese consumers' self-monitoring positively influences social-function attitudes toward luxury brands. Social-function attitudes toward luxury brands positively influence consumers' purchase intention through affective attitude. Attitude plays an important mediating role between social-function attitudes toward luxury brands and purchase intentions. The article closes with theoretical and practical implications.

Keywords: Luxury brands; Individual characteristics; Social-function attitude; Purchase intention; Cross-cultural (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (116)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:10:p:1443-1451

DOI: 10.1016/j.jbusres.2011.10.010

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