Drivers of attitudes toward luxury brands: A Cross-National Investigation into the roles of Interpersonal Influence and Brand Consciousness
By Mark Yi-Cheon Yim, Paul L. Sauer, Jerome D. Williams, Se-jin Lee, Iain Macrury. 2014
89 citations recorded by the source corpus.
Purpose – Limited attention has been paid to the cultural influences on the formation of consumer attitudes toward luxury brands (LUX). The purpose of this paper is to investigate this relationship by developing a model that additionally employs the constructs of susceptibility to normative interpersonal influence (SNII) and brand consciousness (BCO). Design/methodology/approach – Sample data were gathered through surveys administered to 383 college students in the UK and Taiwan. The model of cultural influences on attitudes toward luxury brands was empirically tested using multi-group structural equation modeling to evaluate its applicability across the two countries. Findings – Results are presented in two parts: first, the exogenous construct part of the model establishing the reliability and validity of the cultural dimension constructs (horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism) that are antecedent to consumer SNII and 2) the endogenous part ...
Subfields: Marketing, Social Psychology, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/aee8863ce4ad49f7f6e2e8a0c1e1ea98905e9ce1
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Citations in the corpus
- The use and misuse of student samples: An empirical investigation of European marketing research (2017, background): “Similarly, Yim et al. (2014) examine drivers of luxury brand attitudes using student samples. However, students as consumers have limited resources and financial independence and probably lack consumption experience for such high end products. In another set of studies, Laufer et al. (2010) and Skar”