Brand Equity and Factors Affecting Consumer-s Purchase Intention towards Luxury Brands in Bangkok Metropolitan Area
The purposes of this research were 1) to study
consumer-based equity of luxury brands, 2) to study consumers-
purchase intention for luxury brands, 3) to study direct factors
affecting purchase intention towards luxury brands, and 4) to study
indirect factors affecting purchase intention towards luxury brands
through brand consciousness and brand equity to analyze information
by descriptive statistic and hierarchical stepwise regression analysis.
The findings revealed that the eight variables of the framework which
were: need for uniqueness, normative susceptibility, status
consumption, brand consciousness, brand awareness, perceived
quality, brand association, and brand loyalty affected the purchase
intention of the luxury brands (at the significance of 0.05). Brand
Loyalty had the strongest direct effect while status consumption had
the strongest indirect effect affecting the purchase intention towards
luxury brands. Brand consciousness and brand equity had the
mediators through the purchase intention of the luxury brands (at the
significance of 0.05).
[1] M. Chevalier and G. Mazzalovo, Luxury brand management: A world of
privilege. Upper Saddle River, NJ: John Wiley and Sons Inc, 2008.
[2] K. Tovikkai and W. Jirawattananukool, "An exploratory study on young
Thai Women consumer behavior toward purchasing luxury fashion
brands," 2010. available at: http:// mdh.diva-portal.org/smash/get/diva2
:326249/FULLTEXT01.
[3] R. Chadha and P. Husband, The Cult of the luxury brand: Inside Asia-s
love affair with luxury. London, UK: Nicholas Brealey International,
2006.
[4] J. L. Nueno and J.A. Quelch, "The mass marketing of Luxury," Business
Horizons, vol. 41, no. 6, pp. 61-68, 1998.
[5] D. K. Knight and E. Y. Kim, "Japanese consumer-s need for uniqueness
effects on brand perceptions and purchase intention," Journal of Fashion
Marketing and Management, vol. 11, no. 2, pp. 270-280, 2007.
[6] N. Shaheen, "Purchasing behavior: Ethnocentric or polycentric,"
Journal of Managerial Sciences, vol. 2, no. 2, pp. 221-237, 2008.
[7] M. Husic and M. Cicic, "Luxury consumption factors," Journal of
Fashion Marketing and Management, vol. 13, no. 2, pp. 231-245, 2009.
[8] Y. Truong, R. McColl, and P. Kitchen, "Uncovering the relationships
between aspirations and luxury brand preference," Journal of Product &
Brand Management, vol. 19, no. 5, pp. 346-355, 2010.
[9] C. Latter, I. Phau, and C. Marchegiani, "The roles of consumers- need
for uniqueness and status consumption in haute couture luxury brand,"
2010. available at: http://anzmac2010.org/proceedings/pdf/ANZMAC10
Final00378.pdf.
[10] A. Daswani, and V. Jain, "Understanding Luxury Branding: a
conceptual Framework," Media Asia, vol.38, no. 3, pp. 131-139, 2011.
[11] K.-P Hung, A. H. Chen, N. Peng, C. Hackley, R. A. Tiwsakul, and C.-L
Chou, "Antecedents of luxury brand purchase intention," Journal of
Product & Brand Management, vol.20, no. 6, pp. 457-467, 2011.
[12] D. A. Aaker, Managing brand equity: Capitalizing on the value of a
brand name. New York, NY: Free Press, 1991.
[13] P. Kotler and K. L. Keller, Marketing Management (13th ed.). Upper
Saddle River, NJ: Pearson Education International, 2009.
[14] J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate
Data Analysis: A Global Perspective (7th ed.). Upper Saddle River, New
York: Pearson, 2010.
[15] F. Kerlinger and H. B. Lee, Foundations of behavioral research. Fort
Worth, Tex.: Harcourt College, 2000.
[16] J. Jung and E. Sung, "Consumer-based brand equity: Comparisons
among Americans and South Koreans in the USA and South Koreans in
Korea," Journal of Fashion Marketing and Management, vol. 12, no. 1,
pp. 24-35, 2008.
[17] M. Y. Lee, Y. K. Kim, L. Pelton, D. Knight, and J. Forney, "Factors
affecting Mexican college students' purchase intention toward a US
apparel brand," Journal of Fashion Marketing and Management, vol.
12, no. 3, pp. 294-307, 2008.
[18] F. Vigneron and L.W. Johnson, "A review and a conceptual Framework
of prestige-seeking consumer behavior," Academy of Marketing Science
Review, (1999). available at: www.amsreview.org/articles/vigneron01-
1999.pdf.
[19] J. Liao and L. Wang, "Face as a mediator of the relationship between
Material Value and Brand Consciousness," Psychology & Marketing,
vol. 26, no. 11, pp. 987-1001, 2009.
[1] M. Chevalier and G. Mazzalovo, Luxury brand management: A world of
privilege. Upper Saddle River, NJ: John Wiley and Sons Inc, 2008.
[2] K. Tovikkai and W. Jirawattananukool, "An exploratory study on young
Thai Women consumer behavior toward purchasing luxury fashion
brands," 2010. available at: http:// mdh.diva-portal.org/smash/get/diva2
:326249/FULLTEXT01.
[3] R. Chadha and P. Husband, The Cult of the luxury brand: Inside Asia-s
love affair with luxury. London, UK: Nicholas Brealey International,
2006.
[4] J. L. Nueno and J.A. Quelch, "The mass marketing of Luxury," Business
Horizons, vol. 41, no. 6, pp. 61-68, 1998.
[5] D. K. Knight and E. Y. Kim, "Japanese consumer-s need for uniqueness
effects on brand perceptions and purchase intention," Journal of Fashion
Marketing and Management, vol. 11, no. 2, pp. 270-280, 2007.
[6] N. Shaheen, "Purchasing behavior: Ethnocentric or polycentric,"
Journal of Managerial Sciences, vol. 2, no. 2, pp. 221-237, 2008.
[7] M. Husic and M. Cicic, "Luxury consumption factors," Journal of
Fashion Marketing and Management, vol. 13, no. 2, pp. 231-245, 2009.
[8] Y. Truong, R. McColl, and P. Kitchen, "Uncovering the relationships
between aspirations and luxury brand preference," Journal of Product &
Brand Management, vol. 19, no. 5, pp. 346-355, 2010.
[9] C. Latter, I. Phau, and C. Marchegiani, "The roles of consumers- need
for uniqueness and status consumption in haute couture luxury brand,"
2010. available at: http://anzmac2010.org/proceedings/pdf/ANZMAC10
Final00378.pdf.
[10] A. Daswani, and V. Jain, "Understanding Luxury Branding: a
conceptual Framework," Media Asia, vol.38, no. 3, pp. 131-139, 2011.
[11] K.-P Hung, A. H. Chen, N. Peng, C. Hackley, R. A. Tiwsakul, and C.-L
Chou, "Antecedents of luxury brand purchase intention," Journal of
Product & Brand Management, vol.20, no. 6, pp. 457-467, 2011.
[12] D. A. Aaker, Managing brand equity: Capitalizing on the value of a
brand name. New York, NY: Free Press, 1991.
[13] P. Kotler and K. L. Keller, Marketing Management (13th ed.). Upper
Saddle River, NJ: Pearson Education International, 2009.
[14] J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate
Data Analysis: A Global Perspective (7th ed.). Upper Saddle River, New
York: Pearson, 2010.
[15] F. Kerlinger and H. B. Lee, Foundations of behavioral research. Fort
Worth, Tex.: Harcourt College, 2000.
[16] J. Jung and E. Sung, "Consumer-based brand equity: Comparisons
among Americans and South Koreans in the USA and South Koreans in
Korea," Journal of Fashion Marketing and Management, vol. 12, no. 1,
pp. 24-35, 2008.
[17] M. Y. Lee, Y. K. Kim, L. Pelton, D. Knight, and J. Forney, "Factors
affecting Mexican college students' purchase intention toward a US
apparel brand," Journal of Fashion Marketing and Management, vol.
12, no. 3, pp. 294-307, 2008.
[18] F. Vigneron and L.W. Johnson, "A review and a conceptual Framework
of prestige-seeking consumer behavior," Academy of Marketing Science
Review, (1999). available at: www.amsreview.org/articles/vigneron01-
1999.pdf.
[19] J. Liao and L. Wang, "Face as a mediator of the relationship between
Material Value and Brand Consciousness," Psychology & Marketing,
vol. 26, no. 11, pp. 987-1001, 2009.
@article{"International Journal of Business, Human and Social Sciences:61670", author = "Sumalee Lekprayura", title = "Brand Equity and Factors Affecting Consumer-s Purchase Intention towards Luxury Brands in Bangkok Metropolitan Area", abstract = "The purposes of this research were 1) to study
consumer-based equity of luxury brands, 2) to study consumers-
purchase intention for luxury brands, 3) to study direct factors
affecting purchase intention towards luxury brands, and 4) to study
indirect factors affecting purchase intention towards luxury brands
through brand consciousness and brand equity to analyze information
by descriptive statistic and hierarchical stepwise regression analysis.
The findings revealed that the eight variables of the framework which
were: need for uniqueness, normative susceptibility, status
consumption, brand consciousness, brand awareness, perceived
quality, brand association, and brand loyalty affected the purchase
intention of the luxury brands (at the significance of 0.05). Brand
Loyalty had the strongest direct effect while status consumption had
the strongest indirect effect affecting the purchase intention towards
luxury brands. Brand consciousness and brand equity had the
mediators through the purchase intention of the luxury brands (at the
significance of 0.05).", keywords = "Brand Consciousness, Brand Equity, Luxury Brands,
Purchase intention.", volume = "6", number = "10", pages = "2647-6", }