How do materialists choose prominent brands in emerging markets? |
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| Institution: | 1. School of Business and Management, Queen Mary University of London, Bancroft Building, Mile End Road, London E1 4NS, United Kingdom;2. Tasmanian School of Business and Economics, University of Tasmania, Private Bag 84, Hobart TAS 7001, Australia;3. Newcastle University Business School, Newcastle University, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom |
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| Abstract: | Materialism is a worldwide phenomenon. However, our knowledge about the effect of materialism on consumer brand choice is limited. This study unlocks the path from materialism to brand prominence focusing on fashion, quality, and price consciousness. Our findings within the Chinese context show that the paths from materialism to fashion, quality, and price consciousness are positive. Further, we found that the paths from fashion and quality conscious to brand prominence are positive, while the path from price conscious to brand prominence is negative but not significant. These findings have significant implications for brand managers in emerging markets. |
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| Keywords: | Materialism Brand prominence Emerging market |
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