Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Measuring the impact of beliefs on luxury buying behavior in an emerging market

Measuring the impact of beliefs on luxury buying behavior in an emerging market PurposeDemand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption.Design/methodology/approachResearcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis.FindingsThe findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands.Originality/valueThis research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Measuring the impact of beliefs on luxury buying behavior in an emerging market

Loading next page...
 
/lp/emerald-publishing/measuring-the-impact-of-beliefs-on-luxury-buying-behavior-in-an-9YBZwoJB0R
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1361-2026
DOI
10.1108/JFMM-07-2016-0065
Publisher site
See Article on Publisher Site

Abstract

PurposeDemand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer buying behavior for luxury fashion brands in the Indian context employing theory of planned behavior and to develop a comprehensive understanding regarding motivating factors behind luxury goods consumption.Design/methodology/approachResearcher-controlled sampling techniques (judgment and snowball sampling) were employed to collect data from actual users of luxury fashion brands in New Delhi (India). Statistical tests including confirmatory factor analysis and structural equation modeling were applied for data analysis.FindingsThe findings show that all three beliefs – attitudinal belief, normative belief (NB) and control belief – were positively and significantly related to attitude, subjective norm and perceived behavioral control (PBC). NB was found to have a positive impact on PBC as well as actual consumer purchasing behavior for luxury fashion brands.Originality/valueThis research contributes to the extant literature by bringing to light new findings that could help provide meaningful insights to the academicians and marketing practitioners.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Jul 10, 2017

There are no references for this article.