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

Paurav Shukla

Research output: Contribution to journalArticle

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 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.
Original languageEnglish
Pages (from-to)242-252
Number of pages11
JournalJournal of World Business
Volume46
Issue number2
DOIs
Publication statusPublished - 2011

Keywords

  • interpersonal influences, brand origin, brand image, luxury, cross-national research, emerging markets

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