Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan

Te-Hsing Ku,Tzu-Ling Lin

doi:10.4102/sajbm.v49i1.6

Abstract

The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study examines the influence of antecedents on brand attachment and purchase intention among consumers in China, Hong Kong and Taiwan (i.e. the Greater China region). Using an empirical research method, the effects of luxury perceptions on brand attachment and purchase intention are tested using the partial least squares (PLS) approach to structural equation modelling. Differences in the structural relationship among subsamples were also examined by multi-group analysis to achieve a better understanding of the characteristics of different markets, thus contributing to the marketing strategy knowledge. According to the study results, antecedents, including individual value, social influence and luxury brand image, significantly influence brand attachment and purchase intention. Furthermore, the group comparisons suggest that the three subsamples have different characteristics with respect to the structural relationship. In the China subsample, brand attachment is more likely to be influenced by social influence. In comparison, Hong Kong consumers are more rational, that is, brand attachment and purchase intention are strongly influenced by consumer’s perception of luxury brand image. Finally, the purchase intention of Taiwanese consumers mainly depends on the affection for the luxury brand.

Highlights

In the fashion and luxury goods market, competition among brands is fierce
Brand attachment creates a commitment between consumers and brands, which can evolve into a long-term relationship between consumers and brands and between subsequent commitment behaviours, such as brand loyalty, of consumers (Ahluwalia, Burnkrant & Unnava 2000) and the unwillingness to replace one brand with another (Park, MacInnis & Priester 2006)
The results reveal that individual value has the strongest effect on brand attachment in the China subsample; the estimated coefficient is 0.285 and displays statistical significance

Summary

Introduction

In the fashion and luxury goods market, competition among brands is fierce. Creating values and an irreplaceable status in the minds of consumers are unique brand management strategies found in the luxury industry. As luxury brands succeed in developing the consumer’s brand attachment, they create what is termed brand love and ensure continuing profit for the brands (Carroll & Ahuvia 2006). Brand attachment describes the strength of the bond that connects consumers with brands. This attachment is critical because it affects the behaviour that fosters brand profitability and consumer lifetime value (Thomson, MacInnis & Park 2005). Brand attachment creates a commitment between consumers and brands, which can evolve into a long-term relationship between consumers and brands and between subsequent commitment behaviours, such as brand loyalty, of consumers (Ahluwalia, Burnkrant & Unnava 2000) and the unwillingness to replace one brand with another (Park, MacInnis & Priester 2006). The main purpose of this study was to investigate the relationship between brand attachment, purchase intention and the described antecedents

Objectives

Methods

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Discussion

Conclusion