Isaac Cheah

Antecedents and outcomes of brand prominence on willingness to buy luxury brands

Purpose – The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence and vanity on willingness to buy luxury brands. Design/methodology/approach – A convenience sampling method was employed. Survey questionnaires were distributed by mall intercept to quasi-random samples in downtown Perth, Western Australia for completion and return. The return yielded 779 usable questionnaires, the data from which were analysed using SPSS 22. Findings – The findings support the influence of brand prominence on purchase intention for luxury brands. It has also been found that social influence has a significant influence on physical vanity and willingness to buy luxury brands. However, some relationships with and isolations from the earlier studies have been identified. Practical implications – This study provides some meaningful insights for marketing managers regardi...

Moderating role of religious beliefs on attitudes towards charities and motivation to donate

Purpose – The purpose of this paper is to examine the relationship between image of charitable organizations, attitudes towards charities and motivation to donate. In addition, the study will investigate the moderating effects of religious beliefs on attitudes towards charities and motivation to donate. Design/methodology/approach – Data are collected using a self-administered questionnaire. Trained interviewers employed a mall-intercept method in downtown Kuala Lumpur over both weekdays and weekends. The scales are adapted from established sources. Findings – It was found that religious beliefs moderates the relationship between attitudes towards charities and motivation to donate. In addition, image of charitable organizations has a positive influence on attitudes towards charities. It was also found that both image of charitable organizations and attitudes towards charities influence motivation to donate. Research limitations/implications – The study is conducted within downtown Kuala Lumpur and is not...

Factors Influencing Consumers' Attitudes and Purchase Intentions of E-Deals

Purpose – The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals. Specifically, perceived value and price consciousness will be tested as antecedents of attitudes towards e-deals. Attitudes towards e-deals, subjective norms, and perceived behavioural control are proposed to have strong influences upon purchase intention. The theory of planned behaviour (TPB) provides the theoretical underpinning of the conceptual framework. Design/methodology/approach – Data were collected through convenience sampling. Overall, 611 valid responses of 780 distributed surveys were collected. Only 426 e-deals users were analysed by using structural equation modelling to test the hypotheses. Findings – It is found that perceived value is a strong predictor of attitudes towards e-deals. Another finding also indicates that attitudes towards e-deals and normative influence positively affect consumers’ purchase intention tow...

Effects of "Owned By" versus "Made In" for Willingness to Buy Australian Brands

Purpose – The purpose of this paper is to examine the effects of economic nationalism and consumer ethnocentrism in the form of country of origin (COO) cues specifically “Made in […]” and “Owned by […]” on the product judgement of bi-national wine brands (brands with multiple country affiliations). Further, the role of consumer product knowledge is examined as a moderator of these xenophobia attitudes. Design/methodology/approach – A self-administered questionnaire was designed using established scales. A convenience sample was drawn from participants attending a major wine trade exhibition in Western Australia and university students. A variety of statistical techniques were used to analyse the data. Findings – High levels of economic nationalism and anti-foreign sentiment was so strong that respondents did not want products that had any association with a foreign country, regardless of whether the products are directly or indirectly related to a foreign origin. This suggests that Australian consumers ar...

Conceptualising consumer economic nationalistic tendencies: scale development and validation

Economic nationalism has been identified as a critical component of nationalistic sentiment, influencing cognitions, attitudes, evaluation and purchase intentions. While a distinction is made between economic nationalism and other measures of national and international orientation (i.e. consumer ethnocentrism), previous empirical studies explore the concept in a ‘unified’ form. This study bridges this gap by developing a scale specifically tailored to measure consumer economic nationalistic tendencies. Scale generation, purification, validation and confirmation are achieved through four studies.

Perceived Scarcity and Shelf Organisation: A Case of Luxury Chocolate (An Extended Abstract)

Over the last two decades, the growth and spending by consumers on luxury goods has increased tenfold. A total consumer spending was estimated at a whopping

Country of Origin Effect: Looking Back and Moving Forward

300 billion at the end of 2013 (Bain & Co. 2014). The Asia Pacific region is expected to grow by up to 40.5 % through to 2020 (data monitor, January 2015). Luxury products are attracting new consumers to the market every year and are expected to reach over 500 million by 2030 (Bain & Co 2014). Luxury products are becoming increasingly sought after as consumers are able to signal their status (Belk 1985), style and uniqueness. Consumers within retail settings are more likely to infer that scarcer products are of higher quality and therefore more likely to choose them (Lynn 1989). As a result product scarcity coupled with shelf display organisation (shelf-based scarcity) influences how consumers process product information, which in turn alters their preference.

Attitudes towards environmentally friendly products: The influence of ecoliteracy, interpersonal influence and value orientation

Welcome to the special issue—“Revisiting Country of Origin Effects” of Journal of Promotion Management. In the contemporary environment, businesses and customers are increasingly developing multifaceted relationships nurtured by global drivers, such as international brands, as well as embedded elements, such the impact of specific geographical networks on creativity. As a result, the impact of country-of-origin (COO) effects is, once again, a key topic in the global marketing field. In light of the recent developments involving “food scares” and the importance of “food safety labels,” COO cues have become a striking issue for many consumers throughout the world. From product development to design, to branding and packaging, the COO effect is a powerful tool that can be used to gain competitive advantage in international marketing. In an ever-changing, overcrowded marketplace of multiproduct offerings, the new trend in cultivating COO effectiveness is to address the issue of safeguarding locally owned products and formulating marketing strategies to raise the profile of country-authentic brands. The COO research has expanded from branding products and services to branding entire countries, continents, and regions. More recently, studies investigating the effects on a brand’s changing heritage have sparked renewed interests in this area of research. How is the COO effect affected should there be a change in the ethnic ownership of the brand? Furthermore, the notion of authenticity in ingredient branding has made its mark with several media headlines covering Prada, one of the world’s leading fashion houses, campaigned under new “COO” labels (e.g., “Prada Milano Made in India,” delicate dresses with “chikan embroidery,” or gloves handmade with Alpaca wool from Peru). This demonstrated a bold move to promote provenance and authenticity in the company’s products. Thus, the effect that COO has on consumers has continued, if not increased, as one of the focal points of research in this area. We believe that the first step in the process will be to promote greater clarity to reduce consumer confusion and scepticism about genuine COO claims.