How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption
This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an experimen...
| Main Authors: | , |
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| Format: | Journal Article |
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Taylor & Francis Group
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/33497 |
| _version_ | 1848753963014291456 |
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| author | Phau, Ian Cheong, Edith |
| author_facet | Phau, Ian Cheong, Edith |
| author_sort | Phau, Ian |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an experimental research design from 739 young status consumers studying in a large university. The findings revealed that sub-brands and nested brands with different country of origins have similar product quality and brand image evaluations compared to the parent brand. This indicates that sub-brands and nested brands may be considered by brand loyal consumers as suitable substitutes for the luxury parent brands. Contrary to literature, there is no difference in findings between high and low involvement fashion products. Implications for marketers are identified. |
| first_indexed | 2025-11-14T08:32:51Z |
| format | Journal Article |
| id | curtin-20.500.11937-33497 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:32:51Z |
| publishDate | 2009 |
| publisher | Taylor & Francis Group |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-334972017-09-13T16:08:35Z How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption Phau, Ian Cheong, Edith Product involvement Brand extension Status consumption Brand image Diffusion brand Brand loyalty This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an experimental research design from 739 young status consumers studying in a large university. The findings revealed that sub-brands and nested brands with different country of origins have similar product quality and brand image evaluations compared to the parent brand. This indicates that sub-brands and nested brands may be considered by brand loyal consumers as suitable substitutes for the luxury parent brands. Contrary to literature, there is no difference in findings between high and low involvement fashion products. Implications for marketers are identified. 2009 Journal Article http://hdl.handle.net/20.500.11937/33497 10.1080/08961530802153185 Taylor & Francis Group fulltext |
| spellingShingle | Product involvement Brand extension Status consumption Brand image Diffusion brand Brand loyalty Phau, Ian Cheong, Edith How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption |
| title | How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption |
| title_full | How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption |
| title_fullStr | How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption |
| title_full_unstemmed | How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption |
| title_short | How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption |
| title_sort | how young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption |
| topic | Product involvement Brand extension Status consumption Brand image Diffusion brand Brand loyalty |
| url | http://hdl.handle.net/20.500.11937/33497 |