PurposeThis paper on Mexican college students aims to examine the effects of general consumer variables (i.e. normative interpersonal influence and brand consciousness) and brand‐specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US apparel brand.Design/methodology/approachThe study is designed to determine the factors influencing Mexican college students' purchase intention toward a US apparel brand. Purchase intention is explained with several variables: normative interpersonal influence, brand consciousness, perceived quality, and emotional value. A total of 256 college students in Mexico participated in the survey.FindingsUsing structural equation modeling (SEM), the study finds that Mexican college students' normative interpersonal influence positively affected brand consciousness. Brand consciousness is positively related to emotional value, but not to perceived quality of a US brand. Emotional value positively influences purchase intention toward a US brand, while perceived quality negatively influences purchase intention.Practical implicationsThis study provides valuable strategic implications for US retailers who plan to enter the Mexican market. According to the findings of the study, US retailers could focus on the emotional aspects of US brands in order to appeal to Mexican college students, especially those who are brand conscious.Originality/valueGiven that the Mexican market provides growth opportunities for US apparel retailers, there has been a dearth of empirical research on Mexican college students' attitudes and perceptions toward US brands. In this regard, this paper is designed to determine the factors influencing Mexican college students' purchase of US apparel brands.
PurposeThe purpose of this paper is to examine the direct and indirect effects of individuals' self‐concept, product‐oriented variables (i.e. consumer's need for uniqueness (NFU), and clothing interest), and brand‐specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US retail brand versus a local brand that are available in the Indian market.Design/methodology/approachData obtained from 405 college students in India were analyzed using structural equation modeling.FindingsThis study found that Indian consumers' self‐concept and NFU had indirect effects on purchase intention of the US brand and the local brand. Both self‐concept and NFU positively influenced clothing interest. Clothing interest positively influenced perceived quality and emotional value for the US brand, but not for the local brand. Emotional value was found to be an important factor influencing purchase intention toward the US brand and the local brand as well. However, perceived quality did not affect Indian consumers' purchase intention of the US and local brand. Implications for both US and Indian retailers are provided.Originality/valueAs India is witnessing multitude of US retailers in its market, this paper aids in the better understanding of the Indian consumers and their perceptions toward US and local clothing brands.
The ability of managers to develop and preserve trusting relationships with people in their sales departments exerts a critical influence on the success of their organizations. The extent to which psychological climates influence the trust that salespersons place in their managers was investigated. Salespersons possessing low and high trust ( ns = 94 and 89) were distinguished by significantly different perceptions of the levels of autonomy, cohesiveness, fairness, innovativeness, and recognition within the psychological climate of their sales units. Recommendations for how managers can foster psychological climates of trust are suggested.
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