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Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: Measuring interfunctional interactions and a cross-national comparison

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  • Shukla, Paurav

Abstract

This study provides insights into how interpersonal influences and branding cues shape consumer luxury purchase intentions. Using a sample of British and Indian consumers, this study investigates and compares structure, properties and mean levels of susceptibility to interpersonal influences and highlights the interfunctional interactions. While normative interpersonal influences were found to be significant across nations, the role of informational interpersonal influences was significant only among Indian consumers. It was also observed that British consumers relied increasingly on branding cues. Moreover, brand image was found to be a significant moderator between normative interpersonal influences and luxury purchase intentions in both countries.

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Bibliographic Info

Article provided by Elsevier in its journal Journal of World Business.

Volume (Year): 46 (2011)
Issue (Month): 2 (April)
Pages: 242-252

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Handle: RePEc:eee:worbus:v:46:y:2011:i:2:p:242-252

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Keywords: Interpersonal influences Brand origin Brand image Luxury Cross-national research Emerging markets;

References

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Cited by:
  1. Bruno Schivinski & Dariusz Dabrowski, 2013. "The Effect Of Social-Media Communication On Consumer Perceptions Of Brands," GUT FME Working Paper Series A 12, Faculty of Management and Economics, Gdansk University of Technology.
  2. Shukla, Paurav & Purani, Keyoor, 2012. "Comparing the importance of luxury value perceptions in cross-national contexts," Journal of Business Research, Elsevier, vol. 65(10), pages 1417-1424.
  3. Cho, Hyun-Chul & Abe, Shuzo, 2013. "Is two-tailed testing for directional research hypotheses tests legitimate?," Journal of Business Research, Elsevier, vol. 66(9), pages 1261-1266.

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