Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention

Eugene Cheng-Xi Aw, Stephanie Hui-Wen Chuah, Mohamad Fazli Sabri and Norazlyn Kamal Basha

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: Based upon the signalling theory and self-congruity theory, this study theorizes and examines the effect of brand prominence on the purchase intention of luxury goods, with the mediating role of self-congruence and value-for-money perception. Furthermore, it explores the moderating effect of power distance belief. A single factor between-subject experiment study was conducted with a sample of 300 university students from Malaysia. Results suggest that the serial indirect effect of brand prominence on purchase intention through self-congruence and value-for-money perception is conditional upon the level of power distance belief. This study provides meaningful insight for marketing practitioners, as well as brand prominence literature by indicating how and when brand prominence works in evoking luxury goods purchase intention.

Keywords: Brand prominence; Self-congruence; Value perception; Conspicuous consumption; Power distance belief; Emerging market (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698920312960
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312960

DOI: 10.1016/j.jretconser.2020.102288

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().