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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/97461/ http://psasir.upm.edu.my/id/eprint/97461/1/ABSTRACT.pdf |
| _version_ | 1848862605124304896 |
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| author | Aw, Eugene Cheng Xi Hui, Stephanie Wen Chuah Sabri, Mohamad Fazli Kamal Basha, Norazlyn |
| author_facet | Aw, Eugene Cheng Xi Hui, Stephanie Wen Chuah Sabri, Mohamad Fazli Kamal Basha, Norazlyn |
| author_sort | Aw, Eugene Cheng Xi |
| building | UPM Institutional Repository |
| collection | Online Access |
| 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. |
| first_indexed | 2025-11-15T13:19:41Z |
| format | Article |
| id | upm-97461 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T13:19:41Z |
| publishDate | 2021 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-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 |
| 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 |
| title | 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_short | 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 |
| url | http://psasir.upm.edu.my/id/eprint/97461/ http://psasir.upm.edu.my/id/eprint/97461/ http://psasir.upm.edu.my/id/eprint/97461/ http://psasir.upm.edu.my/id/eprint/97461/1/ABSTRACT.pdf |