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Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention

Based upon the signalling theory and self-congruity theory, this study theorizes and examines the effect of brand prominence on the purchase intention of luxury goods, with the mediating role of self-congruence and value-for-money perception. Furthermore, it explores the moderating effect of power d...

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Main Authors: Aw, Eugene Cheng Xi, Hui, Stephanie Wen Chuah, Sabri, Mohamad Fazli, Kamal Basha, Norazlyn
Format: Article
Language:English
Published: Elsevier 2021
Online Access:http://psasir.upm.edu.my/id/eprint/97461/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/97461/
https://www.sciencedirect.com/science/article/pii/S0969698920312960
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spelling my.upm.eprints.974612022-07-27T08:45:37Z http://psasir.upm.edu.my/id/eprint/97461/ Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention Aw, Eugene Cheng Xi Hui, Stephanie Wen Chuah Sabri, Mohamad Fazli Kamal Basha, Norazlyn Based upon the signalling theory and self-congruity theory, this study theorizes and examines the effect of brand prominence on the purchase intention of luxury goods, with the mediating role of self-congruence and value-for-money perception. Furthermore, it explores the moderating effect of power distance belief. A single factor between-subject experiment study was conducted with a sample of 300 university students from Malaysia. Results suggest that the serial indirect effect of brand prominence on purchase intention through self-congruence and value-for-money perception is conditional upon the level of power distance belief. This study provides meaningful insight for marketing practitioners, as well as brand prominence literature by indicating how and when brand prominence works in evoking luxury goods purchase intention. Elsevier 2021 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/97461/1/ABSTRACT.pdf Aw, Eugene Cheng Xi and Hui, Stephanie Wen Chuah and Sabri, Mohamad Fazli and Kamal Basha, Norazlyn (2021) Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention. Journal of Retailing and Consumer Services, 58. art. no. 102288. pp. 1-10. ISSN 0969-6989 https://www.sciencedirect.com/science/article/pii/S0969698920312960 10.1016/j.jretconser.2020.102288
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Based upon the signalling theory and self-congruity theory, this study theorizes and examines the effect of brand prominence on the purchase intention of luxury goods, with the mediating role of self-congruence and value-for-money perception. Furthermore, it explores the moderating effect of power distance belief. A single factor between-subject experiment study was conducted with a sample of 300 university students from Malaysia. Results suggest that the serial indirect effect of brand prominence on purchase intention through self-congruence and value-for-money perception is conditional upon the level of power distance belief. This study provides meaningful insight for marketing practitioners, as well as brand prominence literature by indicating how and when brand prominence works in evoking luxury goods purchase intention.
format Article
author Aw, Eugene Cheng Xi
Hui, Stephanie Wen Chuah
Sabri, Mohamad Fazli
Kamal Basha, Norazlyn
spellingShingle Aw, Eugene Cheng Xi
Hui, Stephanie Wen Chuah
Sabri, Mohamad Fazli
Kamal Basha, Norazlyn
Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention
author_facet Aw, Eugene Cheng Xi
Hui, Stephanie Wen Chuah
Sabri, Mohamad Fazli
Kamal Basha, Norazlyn
author_sort Aw, Eugene Cheng Xi
title Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention
title_short Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention
title_full Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention
title_fullStr Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention
title_full_unstemmed Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention
title_sort go loud or go home? how power distance belief influences the effect of brand prominence on luxury goods purchase intention
publisher Elsevier
publishDate 2021
url http://psasir.upm.edu.my/id/eprint/97461/1/ABSTRACT.pdf
http://psasir.upm.edu.my/id/eprint/97461/
https://www.sciencedirect.com/science/article/pii/S0969698920312960
_version_ 1739829901311082496
score 13.211869

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