Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness

Abstract:

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 …

Año de publicación:

2014

Keywords:

Fuente:

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