Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions

Gerald ALBAUM, Shing Chung POON, Cheng-Yue YIN

Research output: Other Conference ContributionsAbstractResearchpeer-review

Abstract

This study aims to investigate the effect of word-of-mouth on the purchase of genuine and counterfeit luxury brands. It also examines the roles of attitude functions and social norm in the relationship between word-of-mouth communication and consumers’ luxury brand evaluation. A 2 (information source: advertising vs. word-of-mouth) × 2 (luxury brand: genunie vs. counterfeit) between-subjects experimental design was used to collect the data. A total of 153 adult consumers from Shanghai, China were recruited and randomly assigned to one of the four experimental conditions. Prior to the conduction of the actual experiment, a pretest of 30 respondents was conducted to determine the brands and scenarios selected for the experiments. Attitude function (social-adjustive function or value-expressive function) is measured by a self-monitoring scale. Social norm, luxury brand evaluations on genuine and counterfeit luxury brands were measured. MANOVA and ANOVA were performed to examine the proposed hypotheses. Results indicated that purchase intention for counterfeit luxury brand was moderated by subjective norm. Word-of-mouth increased the subjective norm related to the disapproval of counterfeits, compared to traditional advertising. Subjective norm was found to strongly influence consumers’ counterfeit luxury brand evaluation. The relationship between subjective norm and counterfeit consumption was positively significant. The moderating effects of self-monitoring and subjective norm on consumers’ evaluations and consumption for counterfeit luxury brands were found to significant. In short, the findings support the proposed hypotheses and showed that positive word-of-mouth was an efficient way to enhance consumers’ purchase intentions for genuine luxury brands, and also an effective means to decrease purchase intentions for counterfeit luxury brands. The results reveal that social-adjustive function and value-expressive function served by luxury brand consumption can be increased by positive word-of-mouth. Furthermore, higher levels of social-adjustive function and value-expressive function served by publicly consumed product (vs. privately consumed product) are found, indicating that product categories also affect the attitude functions served by luxury brand consumption. Managerial recommendations are provided to the marketing managers for luxury brands.
Original languageEnglish
DOIs
Publication statusPublished - Jun 2015
Event2015 Global Fashion Management Conference - Italy, Florence, Italy
Duration: 27 Jun 201527 Jun 2015

Conference

Conference2015 Global Fashion Management Conference
CountryItaly
CityFlorence
Period27/06/1527/06/15
OtherGlobal Alliance of Marketing and Management Associations (GAMMA)

Fingerprint

Luxury brands
Word-of-mouth
Counterfeit
Subjective norm
Purchase intention
Brand evaluation
Social norms
Self-monitoring
Experiment
Marketing
Consumer evaluation
Word-of-mouth communication
Scenarios
Multivariate analysis of variance
Pre-test
Shanghai
Analysis of variance
Managers
Purchase
China

Cite this

ALBAUM, G., POON, S. C., & YIN, C-Y. (2015). Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions. Abstract from 2015 Global Fashion Management Conference, Florence, Italy. https://doi.org/10.15444/GFMC2015.04.01.03
ALBAUM, Gerald ; POON, Shing Chung ; YIN, Cheng-Yue. / Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions. Abstract from 2015 Global Fashion Management Conference, Florence, Italy.
@conference{a9c2c3bae9224836bed3731e7dc9178d,
title = "Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions",
abstract = "This study aims to investigate the effect of word-of-mouth on the purchase of genuine and counterfeit luxury brands. It also examines the roles of attitude functions and social norm in the relationship between word-of-mouth communication and consumers’ luxury brand evaluation. A 2 (information source: advertising vs. word-of-mouth) × 2 (luxury brand: genunie vs. counterfeit) between-subjects experimental design was used to collect the data. A total of 153 adult consumers from Shanghai, China were recruited and randomly assigned to one of the four experimental conditions. Prior to the conduction of the actual experiment, a pretest of 30 respondents was conducted to determine the brands and scenarios selected for the experiments. Attitude function (social-adjustive function or value-expressive function) is measured by a self-monitoring scale. Social norm, luxury brand evaluations on genuine and counterfeit luxury brands were measured. MANOVA and ANOVA were performed to examine the proposed hypotheses. Results indicated that purchase intention for counterfeit luxury brand was moderated by subjective norm. Word-of-mouth increased the subjective norm related to the disapproval of counterfeits, compared to traditional advertising. Subjective norm was found to strongly influence consumers’ counterfeit luxury brand evaluation. The relationship between subjective norm and counterfeit consumption was positively significant. The moderating effects of self-monitoring and subjective norm on consumers’ evaluations and consumption for counterfeit luxury brands were found to significant. In short, the findings support the proposed hypotheses and showed that positive word-of-mouth was an efficient way to enhance consumers’ purchase intentions for genuine luxury brands, and also an effective means to decrease purchase intentions for counterfeit luxury brands. The results reveal that social-adjustive function and value-expressive function served by luxury brand consumption can be increased by positive word-of-mouth. Furthermore, higher levels of social-adjustive function and value-expressive function served by publicly consumed product (vs. privately consumed product) are found, indicating that product categories also affect the attitude functions served by luxury brand consumption. Managerial recommendations are provided to the marketing managers for luxury brands.",
author = "Gerald ALBAUM and POON, {Shing Chung} and Cheng-Yue YIN",
year = "2015",
month = "6",
doi = "10.15444/GFMC2015.04.01.03",
language = "English",
note = "2015 Global Fashion Management Conference ; Conference date: 27-06-2015 Through 27-06-2015",

}

ALBAUM, G, POON, SC & YIN, C-Y 2015, 'Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions' 2015 Global Fashion Management Conference, Florence, Italy, 27/06/15 - 27/06/15, . https://doi.org/10.15444/GFMC2015.04.01.03

Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions. / ALBAUM, Gerald; POON, Shing Chung; YIN, Cheng-Yue.

2015. Abstract from 2015 Global Fashion Management Conference, Florence, Italy.

Research output: Other Conference ContributionsAbstractResearchpeer-review

TY - CONF

T1 - Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions

AU - ALBAUM, Gerald

AU - POON, Shing Chung

AU - YIN, Cheng-Yue

PY - 2015/6

Y1 - 2015/6

N2 - This study aims to investigate the effect of word-of-mouth on the purchase of genuine and counterfeit luxury brands. It also examines the roles of attitude functions and social norm in the relationship between word-of-mouth communication and consumers’ luxury brand evaluation. A 2 (information source: advertising vs. word-of-mouth) × 2 (luxury brand: genunie vs. counterfeit) between-subjects experimental design was used to collect the data. A total of 153 adult consumers from Shanghai, China were recruited and randomly assigned to one of the four experimental conditions. Prior to the conduction of the actual experiment, a pretest of 30 respondents was conducted to determine the brands and scenarios selected for the experiments. Attitude function (social-adjustive function or value-expressive function) is measured by a self-monitoring scale. Social norm, luxury brand evaluations on genuine and counterfeit luxury brands were measured. MANOVA and ANOVA were performed to examine the proposed hypotheses. Results indicated that purchase intention for counterfeit luxury brand was moderated by subjective norm. Word-of-mouth increased the subjective norm related to the disapproval of counterfeits, compared to traditional advertising. Subjective norm was found to strongly influence consumers’ counterfeit luxury brand evaluation. The relationship between subjective norm and counterfeit consumption was positively significant. The moderating effects of self-monitoring and subjective norm on consumers’ evaluations and consumption for counterfeit luxury brands were found to significant. In short, the findings support the proposed hypotheses and showed that positive word-of-mouth was an efficient way to enhance consumers’ purchase intentions for genuine luxury brands, and also an effective means to decrease purchase intentions for counterfeit luxury brands. The results reveal that social-adjustive function and value-expressive function served by luxury brand consumption can be increased by positive word-of-mouth. Furthermore, higher levels of social-adjustive function and value-expressive function served by publicly consumed product (vs. privately consumed product) are found, indicating that product categories also affect the attitude functions served by luxury brand consumption. Managerial recommendations are provided to the marketing managers for luxury brands.

AB - This study aims to investigate the effect of word-of-mouth on the purchase of genuine and counterfeit luxury brands. It also examines the roles of attitude functions and social norm in the relationship between word-of-mouth communication and consumers’ luxury brand evaluation. A 2 (information source: advertising vs. word-of-mouth) × 2 (luxury brand: genunie vs. counterfeit) between-subjects experimental design was used to collect the data. A total of 153 adult consumers from Shanghai, China were recruited and randomly assigned to one of the four experimental conditions. Prior to the conduction of the actual experiment, a pretest of 30 respondents was conducted to determine the brands and scenarios selected for the experiments. Attitude function (social-adjustive function or value-expressive function) is measured by a self-monitoring scale. Social norm, luxury brand evaluations on genuine and counterfeit luxury brands were measured. MANOVA and ANOVA were performed to examine the proposed hypotheses. Results indicated that purchase intention for counterfeit luxury brand was moderated by subjective norm. Word-of-mouth increased the subjective norm related to the disapproval of counterfeits, compared to traditional advertising. Subjective norm was found to strongly influence consumers’ counterfeit luxury brand evaluation. The relationship between subjective norm and counterfeit consumption was positively significant. The moderating effects of self-monitoring and subjective norm on consumers’ evaluations and consumption for counterfeit luxury brands were found to significant. In short, the findings support the proposed hypotheses and showed that positive word-of-mouth was an efficient way to enhance consumers’ purchase intentions for genuine luxury brands, and also an effective means to decrease purchase intentions for counterfeit luxury brands. The results reveal that social-adjustive function and value-expressive function served by luxury brand consumption can be increased by positive word-of-mouth. Furthermore, higher levels of social-adjustive function and value-expressive function served by publicly consumed product (vs. privately consumed product) are found, indicating that product categories also affect the attitude functions served by luxury brand consumption. Managerial recommendations are provided to the marketing managers for luxury brands.

U2 - 10.15444/GFMC2015.04.01.03

DO - 10.15444/GFMC2015.04.01.03

M3 - Abstract

ER -

ALBAUM G, POON SC, YIN C-Y. Word-of-Mouth and Luxury Brand Consumption: The Role of Attitude Functions. 2015. Abstract from 2015 Global Fashion Management Conference, Florence, Italy. https://doi.org/10.15444/GFMC2015.04.01.03