How do materialists choose prominent brands in emerging markets?

Siahtiri, Vida; Lee, Wai Jin J

doi:10.1016/j.jretconser.2017.08.021

Cited by 24 publications

(18 citation statements)

References 35 publications

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“…Past research found that price consciousness is a crucial factor that influences consumers' behavioural intentions (Campbell et al, 2014;Chung and Petrick, 2012;Lindblom et al, 2018;Siahtiri and Lee, 2019;Thanasuta, 2015). However, the vital role of attachment in mediating the relationship between price consciousness and guest booking intention in Airbnb service accommodation is yet to be examined.…”

Section: Mediating Role Of Attachment To Airbnbmentioning

confidence: 99%

Antecedents and consequences of tourists’ attachment in driving guests’ booking intention: a case of Airbnb, Malaysia

Tiamiyu

Quoquab

Mohammad

2020

IJCTHR

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Purpose Airbnb has emerged as one of the most prominent examples of sharing economy platforms in the tourism industry. The growing popularity of Airbnb among tourists has boost revenue in the accommodation rental industry. Considering its significant impact on tourism industry growth, this paper aims to shed some light on guests’ booking intentions on Airbnb, Malaysia. Design/methodology/approach A web-based survey was designed to collect the data, which yielded 174 usable and valid responses. Structural equation modelling, partial least square technique was used to analyse the data. Findings The results confirmed that Airbnb’s reputation and guests’ unique experience expectation positively affect guests’ attachment to Airbnb, which, in turn, drives guest booking intention. However, price consciousness did not exert any effect on guests’ attachment to Airbnb. Practical implications The findings of this study will equip Airbnb managers, accommodation platform owners and service providers in developing appropriate marketing plans and strategies to better understand the implications of both internal and external causes that may lead to guests’ intention to book their accommodations. Originality/value This research has its merits in adding value to the tourism literature by understanding the drivers of guests’ booking intentions on Airbnb. Furthermore, the study findings contribute to the existing literature by investigating few new linkages such as the role of guests’ attachment to Airbnb as a mediator between guests’ unique experience expectation, price consciousness, reputation and guests’ booking intention.

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Section: Mediating Role Of Attachment To Airbnbmentioning

confidence: 99%

Antecedents and consequences of tourists’ attachment in driving guests’ booking intention: a case of Airbnb, Malaysia

Tiamiyu

Quoquab

Mohammad

2020

IJCTHR

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“…Rising consumerism in India has led to the increased popularity of luxury brands. In developed countries, people care less about others’ opinions and consume luxury products for personal gratification (Cheah et al , 2015) and luxury consumption is defined by group identity and affluence (Heany et al , 2005; Shukla and Purani, 2012; Pino et al , 2019; Siahtiri and Lee, 2019). In EMs such as India, luxury brands are viewed as products that elevate one’s social position and distinguish them from the crowd (Ramchandani and Coste-Manière, 2012).…”

Section: Review Of Literaturementioning

confidence: 99%

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Kautish

Khare

Sharma

2020

JPBM

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Purpose This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India. Design/methodology/approach The research design followed a two-step approach to test the measurement and structural models for partial least squares structural equation modeling with SmartPLS (v.3.0) as recommended by Anderson and Gerbing (1988). Findings The results illustrated that both the instrumental and terminal values influence brand consciousness and, consequently, brand consciousness had an impact on behavioral intentions for fashion apparel consumption. Instrumental values had a greater influence on brand consciousness and behavioral intentions than terminal values. Brand consciousness mediated the relationship between instrumental/terminal values and behavioral intentions. Research limitations/implications This study defined two value orientations (i.e. instrumental versus terminal) using cross-sectional data from an emerging market. Future studies may examine the research findings’ generalizability using diverse data sets (longitudinal and cross-sectional) and evaluate the value orientation and customers’ favorable behavioral intentions for luxury fashion consumption. Practical implications This study provides insights into luxury marketers and practitioners to understand the contribution of instrumental and terminal values on brand consciousness and behavioral intentions for luxury fashion apparel. The findings would assist in developing marketing strategies for an emerging market, i.e. India. Social implications With the rapid proliferation of materialism, the Indian market has witnessed the dawn of a new era of luxury fashion acceptance. The research offers evidence that in emerging markets such as India, consumers exhibit value orientation toward luxury brands while holding a sense of fashion involvement in their consumption behavior. Originality/value This study is a pioneering attempt to understand the relationships between the value orientation, namely, instrumental and terminal values and their underlying influence on brand consciousness and behavioral intentions toward fashion apparel. Rokeach’s (1973) two-dimensional value dichotomy was adapted to understand luxury apparel consumption in an emerging market context, specifically India.

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“…developed vs emerging markets) remain scarce. Researchers have examined the role branding plays in emerging markets, country-of-origin effect on adoption of global brands in emerging markets, and positive consumer dispositions toward domestic products (Kinra, 2006; Omar and Ensor, 2011; Siahtiri and Lee, 2017). Responding to recent calls for research (Riefler and Diamantopoulos, 2009; Wang, He and Barnes, 2017), this study examines differences in consumer dispositions towards global brands from emerging and developed markets.…”

Section: Introductionmentioning

confidence: 99%

Consumer dispositions toward global brands

Srivastava¹,

Balaji

2018

MIP

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Purpose Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions – cosmopolitanism, need for uniqueness and materialism in attitude and purchase intentions toward global brands from emerging vs developed markets. Design/methodology/approach A mall intercept method was used to collect responses from shoppers in four major cities in India. The intercept method produced a usable sample of 613 respondents. Each respondent was asked to mark his or her response concerning two global brands – one each from developed and emerging markets separately. Findings The findings show that cosmopolitanism and need for uniqueness determine emerging market consumers’ attitude toward global brands. Specifically, the authors find that while cosmopolitanism has a higher positive impact on global brands from the developed market, need for uniqueness has a negative impact on global brands from emerging market. Research limitations/implications The study findings show that need for uniqueness negatively affects attitude toward global brands from emerging markets. This presents a significant challenge for global brands from emerging market when competing with the counterparts from developed markets. Practical implications The findings show that managers of global brands in emerging markets should develop unique brand positioning that differentiates from international brands. By carefully managing their marketing mix elements (e.g. price, design, distribution), they can induce counter-conformity among consumers for brands that originate in emerging markets. Originality/value While prior studies suggest that emerging market consumers prefer foreign brands than domestic brands, little attention was focused on the antecedents for such preference. This study considers consumer dispositions, which were not examined in prior research in addressing this research gap.

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How do materialists choose prominent brands in emerging markets?

Cited by 24 publications

References 35 publications

Antecedents and consequences of tourists’ attachment in driving guests’ booking intention: a case of Airbnb, Malaysia

Antecedents and consequences of tourists’ attachment in driving guests’ booking intention: a case of Airbnb, Malaysia

Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption

Consumer dispositions toward global brands

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