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Attitudes toward domestic and foreign luxury brand apparel

104 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Behavior in Brand Consumption and Identification Fashion and Cultural Textiles Consumer Perception and Purchasing Behavior

Abstract

Purpose The purpose of the current research is to determine if status and non‐status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel. Design/methodology/approach A total of 365 teenagers participated in this study through a self‐completed questionnaire. Fishbein's Multi‐Attribute Attitude Model was used to measure and compare attitudes toward buying domestic and foreign made apparel. Repeated measure ANOVA and t‐tests were utilized to examine whether the groups differed with regards to their attitudes toward buying luxury brand apparel, using a comparison of apparels “Made in Australia” with those “Made in Italy”, “Made in Japan” and “Made in China”. Findings The research findings indicate that status‐seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non‐status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to all three foreign brands with regards to ease of care and comfort. Research limitations/implications The findings is only limited to Australian teenagers and cannot be generalized to other nationalities or age cohorts. Practical implications The study suggests that the Australian apparel industry should concentrate its marketing strategy on enhancing the attributes of “fashionable” and “brand name” of Australian apparel that both status and non‐status seeking teenagers prefer in foreign apparel. Originality/ value The paper fills a gap in the literature by validating the study in Australia and focusing on the attitudes of status (and non status) seeking teenagers.

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References

1988Possessions and the Extended Self 1968Readings in Attitude Theory and Measurement 1999A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior 1998Personal taste and family face: Luxury consumption in Confucian and western societies 1999Status Consumption in Consumer Behavior: Scale Development and Validation 2002Status brands: examining the effects of non‐product‐related brand associations on status and conspicuous consumption 2000Cultural Variations in Country of Origin Effects 2002Consumer perceptions of foreign products

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2016Doing Good in Another Neighborhood: Attributions of CSR Motives Depend on Corporate Nationality and Cultural Orientation 2010The Roles of Consumers Need for Uniqueness and Status Consumption in Haute Couture Luxury Brands 2013Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product 2020RETRACTED: Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption 2019

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