Shifting value perceptions among young urban Indian consumers: The role of need for distinctiveness and western acculturation

Mann, Manveer; Kwon, Wi‐Suk; Byun, Sang‐Eun

doi:10.1016/j.jretconser.2018.06.006

Cited by 7 publications

(7 citation statements)

References 41 publications

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“…Lastly, time lived in the US negatively affected all the constructs examined in this study: the longer members of the Chinese LE generation reside in the US, the lower the levels of SNI, perceptions of the three interpersonal luxury consumption values, and preference for brand prominence. These findings imply that the more time foreign consumers are exposed to Western cultures, the more they assimilate to this new culture, and this assimilation in turn changes their motivation, value perceptions and consumption preferences (Cleveland and Laroche, 2007;Mann et al, 2018). Overall, our study is the first to empirically test the role of different sociodemographic factors among the Chinese LE generation residing in the US, thus demonstrating that consumers' perceptions and preferences for luxury consumption are dynamic and may be different among different segments.…”

Section: V3mentioning

confidence: 69%

“…Second, luxury brand marketers may promote the unique value of luxury consumption in the context of interpersonal settings for the Chinese LE generation residing in the US. A desire to be unique for this young Chinese market may reflect dual goals, the need for distinctiveness from the mainstream or mass markets, while being associated with upper or JFMM 24,1 ideal markets and recognized by people in the know (Han et al, 2010;Mann et al, 2018). Particularly, older members of the LE generation are more likely to fulfill such desires to be unique through luxury consumption, reflecting the impact of age on the sensitivity to social influence and self-consciousness in social interactions.…”

Section: Managerial Implicationsmentioning

confidence: 99%

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Drivers and dynamics of brand prominence preferences among the Chinese little emperors residing in the US

Byun

Long

Mann

2020

JFMM

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PurposeThis study investigates drivers and dynamics of preferences for brand prominence among the Chinese little emperors (LEs) residing in the US, a unique but powerful consumer group with dual-cultural characteristics.Design/methodology/approachUsing an online survey, the proposed model was tested with a convenience sample of the Chinese LE generation residing in the USFindingsSusceptibility to normative influence was a significant cultural driver of conspicuous, social, and unique value perceptions of luxury consumption among the Chinese LE generation residing in the US Perceived conspicuous and social values of luxury consumption were the primary drivers of this group's brand prominence preference for luxury fashion bags. However, perceived unique value of luxury consumption did not necessarily lead these consumers to prefer prominent logos or marks on a luxury bag. Furthermore, sociodemographic factors (gender, age, and time lived in the US) significantly affected perceptions and preferences related to luxury consumption among this consumer group.Research limitations/implicationsThis study advances the luxury literature by examining the drivers and dynamics of brand prominence preference among the Chinese LE generation residing in the US By testing the role of different sociodemographic factors, we demonstrate heterogeneity within this group and the evolving nature of their perceptions and preferences related to luxury consumption as they are acculturated to Western culture. We used a convenient sample and focused on luxury fashion bags for measuring preference for brand prominence, limiting the generalizability of the findings.Practical implicationsLuxury brands should effectively convey conspicuous and social values in product designs, advertising and promotions as these values play integral roles in determining the Chinese LE generation's preference for brand prominence. Our findings also highlight the importance of fine-tuned approaches to different segments within the LE generation cohort.Originality/valueThis study fills several gaps in the luxury literature by empirically investigating various factors affecting preference for brand prominence among the Chinese LE generation residing in the US, an important but under-researched luxury segment.

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Section: V3mentioning

confidence: 69%

Section: Managerial Implicationsmentioning

confidence: 99%

Drivers and dynamics of brand prominence preferences among the Chinese little emperors residing in the US

Byun

Long

Mann

2020

JFMM

Self Cite

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“…As a result, they can form better information, product/services learning, and economic relationship with the host people (Mann et al, 2018), better perceived functional value (Altinay et al, 2016;Mann et al, 2018). Observing the following values can aid immigrants to develop their competencies and be attached to the community more (Ferris et al, 2015) which can help them to live a better life on their new surroundings.…”

Section: Cultural Acculturation Perceived Functional Value Towards Firm's Social Media and Acculturation Stressmentioning

confidence: 99%

“…Acculturation is a continuous process with durable effects on immigrants' perceived values (Kizgin et al 2018a). This forms learning, and economic contacts with host culture (Mann et al, 2018) and these values can assist developing a better life in a new surrounding.…”

Section: Perceived Valuementioning

confidence: 99%

THE OTHERS: The role of individual personality, cultural acculturation, and perceived value on towards firm’s social media and acculturation orientation

Foroudi

Marvi

Kizgin

2020

International Journal of Information Management

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“…The rising disposable income and proneness to imitate Western trends of consumerism have made the young urban Indian consumers the target group for the MNCs, marketing industry and retailers (Kartik et al, 2016;Dholakia et al, 2018). Further, it is being envisaged that by 2025 about 40 per cent of the entire population of India would be residing in the urban areas of the country which in turn would increase the consumer expenditures substantially (Singhi et al, 2017;Mann et al, 2018). use like cooking oil is often been associated with the health of the consumers, the FMCG cooking oil brands have mostly indulged into CSR activities that address the health perspective of their potential customers (Table I).…”

Section: Urban Consumers: a Natural Targetmentioning

confidence: 99%

Cooking a socially responsible image for the urban consumers: does it work with the cooking oil brands?

Banerjee

Dasgupta

2020

SRJ

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Purpose The consumer-based study was conducted among the population of Kolkata metropolis to assess the impact of corporate social responsibility (CSR) practices on the purchase intention of selected cooking oil brands. Design/methodology/approach Data were collected from a questionnaire based survey on 322 respondents residing in Kolkata metropolis. Reliability of the scales was ascertained by Cronbach’s alpha values. Kendall's W test was used for rank analysis. Pearson’s correlation was examined to correlate the cognitive criteria. Factor analysis was used to sort out influential cognitive criteria which were compared between genders by the Kruskal–Wallis H test. The involvement of CSR components in enhancing the brand equity was analysed by multiple linear regression. Findings The brands vouching for the cause of health and nutritional value of the society attained significant loyalty and generate considerable brand association. The regression model predicts a socially accepted cooking oil brand to be one which addresses health, transparency and ethics in unison. Research limitations/implications The study was restricted within the resident population of Kolkata metropolis which ratifies the CSR perception of a confined mass. Practical implications The study delineates the plausible avenue of CSR investments to touch the cognitive centre of the consumers’ mind. Social implications The consumers expect to embrace a healthy yet reasonably priced cooking oil brand which imparts a notion to address multiple social causes. Originality/value The study identifies the strategic CSR attributes which might influence the mind of the consumers while they select cooking oil brands for household use.

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Shifting value perceptions among young urban Indian consumers: The role of need for distinctiveness and western acculturation

Cited by 7 publications

References 41 publications

Drivers and dynamics of brand prominence preferences among the Chinese little emperors residing in the US

Drivers and dynamics of brand prominence preferences among the Chinese little emperors residing in the US

THE OTHERS: The role of individual personality, cultural acculturation, and perceived value on towards firm’s social media and acculturation orientation

Cooking a socially responsible image for the urban consumers: does it work with the cooking oil brands?

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