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.
Original language | English |
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Pages (from-to) | 242-252 |
Number of pages | 11 |
Journal | Journal of World Business |
Volume | 46 |
Issue number | 2 |
DOIs | |
Publication status | Published - Apr 2011 |
Keywords
- interpersonal influences
- brand origin
- brand image
- luxury brands
- cross-national research
- emerging markets
- Britain
- India