The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands

Husain, Rehan; Ahmad, Amna

doi:10.1080/23311975.2022.2034234

Cited by 31 publications

(20 citation statements)

References 115 publications

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“…The results confirm a significant direct positive effect of a masstige brand's overall brand equity (OCBBE) on intention to purchase (PI) a masstige brand, which supports H1. This finding is consistent with the general assertion that consumer-based brand equity ultimately influences purchase intention in different consumption contexts, including luxury consumption (Husain et al, 2022).…”

Section: Structural Model and Hypotheses Testingsupporting

confidence: 91%

“…A study by Christodoulides et al (2015) favoured the one-dimensional conceptualisation of consumer-based brand equity over multidimensional due to the reported problems with the discriminant validity of Aaker's brand equity model. Previous research suggests that strong brand equity can lead to several positive consumer outcomes, such as favourable attitudes toward a brand, intention to purchase a brand, and willingness to pay premium prices (Husain et al, 2022;Rojas-Lamorena et al, 2022). Based on the proceeding review of the literature, the following hypothesis is formulated: H1: The overall consumer-based brand equity of a masstige brand is positively related to the intention to purchase a masstige brand.…”

Section: Customer-based Brand Equity and Intention To Purchase A Mass...mentioning

confidence: 99%

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Exploring the antecedents of masstige purchase behaviour among different generations

Alić

Činjarević

Maktouf-Kahriman

2022

Management &Amp; Marketing

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The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.

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Section: Structural Model and Hypotheses Testingsupporting

confidence: 91%

Section: Customer-based Brand Equity and Intention To Purchase A Mass...mentioning

confidence: 99%

Exploring the antecedents of masstige purchase behaviour among different generations

Alić

Činjarević

Maktouf-Kahriman

2022

Management &Amp; Marketing

View full text Add to dashboard Cite

show abstract

“…In terms of this paper, this approach has been developed, and not only generations in their plurality have been analyzed, but also at a specific point in time focusing on the years before the COVID-19 crisis. This was performed in order to discuss the real importance of the concept of generational stratification, as it has been questioned in the light and shadow of its explanatory and explained nature, which has been significant for Bonney et al (2022) and Husain et al (2022). Moreover, the branding research approach of AL-Nsour and AL-Sahli (2022) and Alakkas et al (2022), based on the cross-market approach where not only region but also sector should be taken into account to develop functional branding strategy in terms of marketing communication, has been also verified.…”

Section: Discussionmentioning

confidence: 99%

“…Such an approach would be beneficial from the point of view of wider managerial implications. Husain et al (2022) applied the categorical perspective of the triangle of the functional mechanisms of branding, focusing on luxury brands. Thus, the trend of switching from analysis of specific product categories into a wider context has been outlined.…”

Section: Literature Reviewmentioning

confidence: 99%

Untitled

2022

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The generational approach is becoming widely used to revise patterns in brand value building and management. The need for such revision is a logical consequence of the current situation, where traditional branding principles fail. As turbulent changes are occurring in the macro environment due to the (post)pandemic situation and global socio-economic development, more and more voices are beginning to point out the different natures of the problem. One solution is the application of the generational approach to the practice of brand managers. Thus, strategies would become more personalized and fit crucial market segments focusing on the increase of subjectively perceived brand value. On the other hand, some concepts and theories which have not been checked functionally in the long term perspective, and which have started to be prematurely applied

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“…According to Chaudhuri and Holbrook (2001) , the foundation of BT relies on the brand’s ability to perform its stated function; therefore, the reliability of a brand is the root of BT ( Ballester and Munuera-Alemán, 2005 ; Villagra et al, 2021 ). Trust has become a very influential concept in branding ( Husain et al, 2022 ). Morgan and Hunt (1994) stated that trust exists when the concerned parties have confidence in each other’s integrity and reliability.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

et al. 2022

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Drawing on the theory of engagement, the present study aims to examine the outcomes of the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end, the current research links the relationship marketing literature to hospitality and tourism research and formulates a novel framework by incorporating tourists’ co-creation experience, brand evangelism, brand trust, and brand passion in an integrated conceptual model. Using a quantitative research design, a total of 453 international tourists were surveyed in China. The findings revealed that co-creation experience dimensions positively impact brand evangelism, trust, and passion. Additionally, we found that brand trust and brand passion positively affect brand evangelism. We also confirmed the mediating effect of brand trust and brand passion in bridging the co-creation experience and brand evangelism. This study offers valuable insights for restaurant brand managers regarding attracting and engaging foreign travelers with their service businesses.

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The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands

Cited by 31 publications

References 115 publications

Exploring the antecedents of masstige purchase behaviour among different generations

Exploring the antecedents of masstige purchase behaviour among different generations

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Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

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