Materialism and conspicuous consumption in China: a cross‐cultural examination

With the growing rise in consumer spending and economic power in Asian societies, it is increasingly important to explore the implications of these developments on consumer culture. This cross‐cultural study first discusses the rise of materialism and conspicuous consumption in post‐revolution China then examines differences in these phenomena between young adult consumers, aged 18–35, living in urban China and the United States. Utilizing survey data from over 600 respondents, significant differences were found in both materialism and conspicuous consumption, with Chinese young adults scoring higher in both variables. The findings show, that compared with past comparative studies, it appears both materialism and conspicuous consumption are on the rise among urban Chinese consumers.     

A cross‐cultural exploration of materialism in adolescents

To date, few studies have empirically examined specific values with respect to the global teenager hypothesis. In testing the global teenager hypothesis, this study investigates similarities and differences in materialism among 14‐ to 17‐year olds in China, Japan and the USA. Significant differences were found between respondents from the three nations for materialism and discretionary spending power. Discretionary spending power had a significant effect on materialism across nations. In addition, evidence supports cross‐national differences in the psychological structure of the materialism construct. While personal gain and social gain explain two materialism dimensions for the Japanese and American samples, factor analysis results suggest materialism may have alternative conceptual underpinnings in China. The findings of this study generally fail to support the global teenager hypothesis as it relates to the value of materialism.     

Exploring the Antecedents of Brand Loyalty and Electronic Word of Mouth in Social-Media-Based Brand Communities: Do Gender Differences Matter?

ABSTRACT

Recently, social media have emerged as key marketing communication channels. In this context, consumers are increasingly gathering in online communities which have been identified as social-media-based brand communities (SMBBCs). However, notwithstanding scholars' attention towards SMBBCs, the role of consumers' gender in developing brand loyalty intention (BLI) has been scarcely explored by literature. Moreover, scant attention has been given to the analysis of whether gender is related to different propensities towards brand recommendation—identified as a proactive behavior towards a positive electronic word of-mouth diffusion (E-WOM)—in the social media context. Hence, this research aims to explore the antecedents of BLI and E-WOM by focusing on consumers' gender differences. A structural equation model has been created based on 250 surveys collected among SMBBCs of an American sportswear brand. The results showed that male consumers' BLI is influenced by engagement in SMBBCs. Instead, brand trust was the main antecedent of females' BLI.     

Impulse buying: A systematic literature review and future research directions

This paper performs a comprehensive analysis of academic research on impulse buying following a systematic literature review approach. Drawing on the TCCM framework suggested by Paul and Rosado-Serrano, we synthesize the impulse buying literature and develop a future research agenda. Accordingly, this review synthesizes impulse buying research in terms of theory development, context, characteristics, and methodologies to examine the development of the literature over time. This systematic review shows that impulse buying research is fragmented and still developing due to its transition from a traditional retail environment into different online channels. Furthermore, this paper proposes a conceptual framework based on the literature synthesis, presenting antecedents and mediators of impulse buying behaviour. Finally, this review identifies overlooked areas in impulse buying literature and provides insightful directions to advance research in the domain. Overall, this research effort makes a significant contribution to consumer behaviour literature, specifically to impulse buying literature.     

Family Size Underpins Grocery Shoppers' Behavioural Response to Stock-Outs

Abstract

Grocery shoppers were questioned about their response to the stock-out of their preferred item of milk and milk products. This measure was used as the dependent variable in a multinomial logit model with the independent variables being shopper dispositions, the contextual shopping situations, age, and household size. This study identified distinctive customer orientations that foreshadowed shoppers' buying a brand variant, buying another brand, and forgoing or postponing their purchase. A binary logit model then estimated the shoppers'orientations that motivated them to seek their preferred item from another store. It emerged that for most shoppers, their household size appeared to be a pressing variable that influenced the way they tackled the non-availability of their normal choice. Marketing literature postulates that large families invariably gravitate to larger pack sizes. Previous research also observes that brand loyalty is negatively correlated to household size. If their regular choice is not available, shoppers could, therefore, easily be driven to seek alternative brands. This study has identified that it would be useful for brand variants to offer shoppers sufficient consumption time till the products' use-by dates to encourage their purchase and prevent shoppers from crossing over to another brand or store. Central to the ample availability of consumption time is the capacity of channel members to support frequent deliveries of larger pack sizes in small lot quantities to the retail store.     

Using simultaneous latent structure models to analyze group differences: Exploratory analysis of buying style items

This article shows how methods for simultaneous latent structure analysis can be used to test for intergroup differences in unobservable characteristics. In many respects these techniques are similar to those for simultaneous factor analysis. To show how these methods can be used, we analyze data obtained from the 1979 Study of Media and Markets collected by the Simmons Market Research Bureau. Five dichotomized items pertaining to buying style attitudes were chosen as “indicators” of a latent variable (or variables): brand loyalty, willingness to experiment, degree of conformity to buying style of others, persuadibility, and style consciousness. The sample was composed of full-time employed, married, white females in the middle social class categories recognized on the survey. Two groups were compared in terms of latent structure model parameters. The first group consisted of those who work “at a career” and the second consisted of those whose work was “just a job.” Using the methods advocated here there is no significant difference between these two groups once the “brand loyalty” item is excluded. The model-search procedure takes account of within-group contributions to lack of fit. Generalizations of this procedure may be useful in exploratory analysis using the simultaneous latent structure model.     

The Impact of Situational,Demographic, and Socioeconomic Factors on Impulse Buying in the Republic of Macedonia

This study explores the role of situational, demographic, and socioeconomic variables in stimulating impulse purchase behavior in the Republic of Macedonia. Factor analysis reveals five categories of situational impulse buying factors: social and personal, in-store atmosphere, sales related, sales promotion, and time and money. Cluster analysis produced two segments: noticeably rational and noticeably impulsive. The results show significant differences between the two segments on all five factors of impulse buying. Furthermore, the results show that segments differ in terms of age, working status, household income, and frequency of buying.     

Customers focus and impulse buying at night markets

This study conducted a survey on impulse buying at several international night markets in Taiwan and obtained 1053 responses. The data were analysed by partial least squares structural equation modelling. The model was composed of several constructs: attitude towards impulse buying, impulse buying tendency, and variables of customer focus, including insight ability (vendors’ insight into customer needs), customer information, response and feedback, and vendor enthusiasm. The analytical results revealed that insight ability, customer information, response and feedback, and enthusiasm have direct and significant positive effects on attitude towards impulse buying. Additionally, multi-group comparisons in partial least squares analysis revealed partial but statistically significant differences in the path relationships between male customers (568) and female customers; (485); foreign (465) and domestic (588) customers, among night market visitors. This study contributes to the literature by providing a more precise overview of the influence of customer focus on impulse buying tendency within a limited time frame and a crowded space.     

The role of customer loyalty as a brand extension purchase predictor

The paper explores the relationship between customer loyalty to the retail brand and the purchase of non-traditional products and services (NTPS) offered by grocery retailers with their private label (i.e. over-the-counter products, photo printing, mobile communication services and travel booking). Customer loyalty to the retail brand is measured through its behavioral and attitudinal components. A survey was conducted administering a questionnaire to 480 retail customers in two stores belonging to different retail grocers. A binary logistic regression was then applied using the buying of at least one NTPS as the dependent variable (1 = buy; 0 = no buy) and behavioral loyalty and attitudinal loyalty as independent variables. Results show that attitudinal loyalty plays a significant role as buying predictor, but this depends on the NTPS offered. Theoretical and managerial implications are derived.     

Communicating brand gender through type fonts

The marketing literature suggests that positioning a brand in terms of brand gender (i.e., brand masculinity and brand femininity) generates favorable consumer responses, yet there is little research on how brand gender perceptions arise. This research examines whether type font can be employed to create brand gender perceptions in the context of unfamiliar brands. Building on the theoretical framework of personality inferences based on static cues, three studies involving a range of type fonts, brand names, and product categories demonstrate that type font influences consumers’ perceptions of brand gender. Type font effects emerged for brand names presented in isolation (Study 1), brand names presented on signage (Study 2a), and brand names on product labels (Studies 2b and 3). Importantly, type font effects on brand gender persisted in the presence of a competing brand gender cue (i.e., brand name with gender associations), and type font and brand name influenced brand gender perceptions independently. A fourth study demonstrates that type fonts representing the brands influence consumers’ likelihood to recommend the brand. The article concludes with a discussion of theoretical and brand management implications.     

Do Traditional Chinese Cultural Values Nourish a Market for Pirated CDs?

On one hand, Chinese consumers are well known for conspicuous consumption and the adoption of luxury products and named brands. On the other hand, they also have a bad reputation for buying counterfeit products. Their simultaneous preferences for two contrasting types of product present a paradox that has not been addressed in the literature. This study attempts to present an explanation of this paradox by examining the effects of traditional Chinese cultural values and consumer values on consumers’ deontological judgment of pirated CDs and the amount of social benefits they perceive they gain from them. We interviewed 300 Hong Kong Chinese consumers, and found that face consciousness increased materialism and risk aversion, thereby producing a favorable deontological judgment of pirated CDs. Face consciousness also has a direct effect on the amount of social benefits perceived in pirated CDs. Both favorable deontological judgment and perceived social benefits contributed to a strong intention to buy pirated CDs. The results are discussed in a cultural perspective.     

The effects of sales promotion strategy,product appeal and consumer traits on reminder impulse buying behaviour

This article investigates factors of marketing communications and consumer characteristics that induce reminder impulse buying behaviour. Study 1 applies the antecedent, process and consequence approach to investigate the essential differences between reminder impulse buying and pure impulse buying. The results of Study 1 reveal that reminder impulse buying significantly differs from pure impulse buying on motivation, buying goal and decision evaluation. Study 2 further examines how sales promotion strategy might affect reminder impulse buying, with product appeal and consumer traits as moderating factors. Both sales promotion strategy and its interaction effects with product appeal are found to have significant influences on reminder impulse buying. Specifically, an instant‐reward promotion promotes stronger reminder impulse buying than a delayed‐reward promotion. Furthermore, both a utilitarian product appeal with a price discount promotion and a hedonic product appeal with a premium promotion can encourage greater reminder impulse buying.     

The influence of consumer decision‐making styles on online apparel consumption by college students

Apparel purchases now constitute one of the fastest‐growing segments of e‐commerce. Thus, there are strong theoretical and managerial reasons to better understand consumer characteristics associated with buying apparel online. This paper investigates motivations for online apparel consumption using the Consumer Styles Inventory. Data from a sample of 357 US college students showed that quality consciousness, brand consciousness, fashion consciousness, hedonistic shopping, impulsiveness and brand loyalty were positively correlated with online apparel shopping. Price sensitivity was negatively correlated with online spending.     

Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty

Building on the literature in brand loyalty and sustainable consumption of apparel, this study compares the loyalty formation mechanism between sustainable fashion and fast fashion brands. A series of hypotheses proposing the difference in the loyalty formation between the two types of apparel brands were developed. A structural equation modeling tested the research model with a sample of 556 U.S. respondents. Although somewhat inconsistent, the results suggest that consumers form brand loyalty toward sustainable versus fast fashion in a different manner. Implications for marketers as well as directions for future research are discussed.     

Assessing the Impact of Ethnocentrism in the Food Buying Decisions of International University Students

This study assesses the influence of ethnocentrism on food buying decisions by a specific group of sojourners—namely, international university students—by distinguishing the results observed in relation to gender differences from those detected without any consideration of gender differences. On the basis of an exhaustive review of relevant literature, this study offers several research hypotheses pertaining to the influence of ethnocentrism on evaluations of alternatives, choices, and post-purchase stages. To test these hypotheses, the authors collected data from a sample of university foreign students enrolled in a Spanish university, and then submitted these data to diverse principal components factorial analyses and linear parametric regressions. The results show that a consideration of gender makes a great difference, in that the influence of ethnocentrism is much greater in the food buying decision process for male sojourners. These results have major implications for key stakeholders such as food manufacturers, importers, retailers, and universities.     

Intrinsic factors affecting impulsive buying behaviour—Evidence from India

The goal of this research is to examine the effect of five intrinsic factors, namely, personality, culture, materialism, shopping enjoyment tendency, and impulsive buying tendency on impulsive buying behaviour. Using structural equation modeling, responses from 508 consumers in the different parts of India’s National Capital Region were analysed and results showed that while the three constructs of materialism, shopping enjoyment tendency, and impulsive buying tendency had significant positive relationship with impulsive buying behaviour, the cultural construct of collectivism and two personality constructs of extraversion and conscientiousness too showed significant relationship.The study assumes immense significance because it not only presents useful insight regarding the behaviour of Indian consumers in an ever developing retail sector in India, but also considering the fact that this is the first time an attempt has been made to assess the simultaneous impact of these five intrinsic factors on impulsive buying behaviour. Importantly, the findings also revealed that the influence of intrinsic variables on impulsive buying behaviour did not vary across gender.     

品牌原产地困惑对于消费者喜爱与购买本土品牌和境外品牌的影响

以消费者行为理论和品牌原产地效应的研究文献为基础，通过对调查数据进行统计分析，本文提出与检验了品牌原产地困惑对于中国消费者喜爱与购买本土品牌和境外品牌的影响作用。结论如下：第一，在中国现有环境下，消费者越是误认为一个本土品牌是境外品牌，就倾向于越喜欢这个品牌；越是误认为一个境外品牌是本土品牌，就倾向于越不喜欢这个品牌。第二，本土品牌知名度对于本土品牌原产地困惑和消费者喜好本土品牌之间的正相关关系有负向的调节作用；不过，境外品牌知名度的调节作用则不明显。第三，品牌原产地困惑对于中国消费者购买本土品牌有负向影响，对中国消费者购买境外品牌则无显著影响。     

The moderating effect of individual level collectivist values on brand loyalty

In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between these antecedents and brand loyalty is moderated by consumer differences in individual level collectivist values. This understanding is important however as consumers high in individual level collectivist values have been found to make different brand choices than consumers low in individual level collectivist values. We develop and test theory that suggests consumer differences in individual level collectivist values have a significant moderating effect on the relationship between perceived value, perceived quality, brand trust and brand loyalty. The results show that consumers high in individual level collectivist values are significantly more loyal to a focal brand, especially when brand trust and perceived quality are at relatively low levels.     

Brand switching in clothing: the role of variety‐seeking drive and product category‐level characteristics

The study explores the impact of internal factors such as variety‐seeking drive, loyalty, involvement, perceived risk, pleasure and similarity perceptions on brand‐switching propensity in clothing purchases using multiple regression. The model derived shows that five internal factors including involvement, perceived risk, loyalty and variety‐seeking drive have an impact on brand switching propensity. The findings highlight that highly involved and loyal consumers are likely to show brand‐switching propensities in their clothing purchases, thus buying from a repertoire of brands and stores. These findings imply that retailers should ensure that their clothing brands or stores are among those in the multi‐brand repertoire of the consumer.     

产品伤害事件引发的感知损失及其影响

从产品伤害事件引发的感知损失角度,研究产品伤害事件的感知损失程度与品牌忠诚度之间的关系,以及品牌信任、品牌情感、消费者性别对此关系的调节作用。研究发现产品伤害事件的感知损失与品牌忠诚度之间呈明显的负相关关系,品牌信任度与此关系有正向的调节作用,品牌情感与消费者的性别对此关系的调节作用不明显。