Conceptualizing a new model for luxury brand purchase intention in an emerging country setting

Abstract

Most of the research on luxury brands has been conducted across rich Western countries. The resulting models may reflect socio-economic and cultural attributes of these countries that do not exist elsewhere. This paper proposes a model suitable for emerging countries that are asserting themselves on the global stage thanks to globalization. This proposed model will be used to pursue a comprehensive scholary study across Sri Lanka. The main attributes of studies in luxury consumption research include consumers’ attitude, identity, personality, mindset, values, social influence, and financial power. Our proposed model combines these attributes along with personal cultural orientation. The exogenous factors of this model are Self-identity, Experiential Value, Consumption Value, Individual Difference, Social Influence, Consumption Type. The endogenous factors are Brand Consciousness, Brand Love, and Attitude Toward Luxury.

Keywords:

• Attitude
• brand consciousness
• brand love
• lifestyle
• luxury
• luxury brands
• Sri Lanka

Additional information

Notes on contributors

Sattambi Sumith De Silva

Mr. Sattambi Sumith De Silva is currently serving as the Head of Marketing and Corporate Communications at Airport and Aviation Services (Limited) Company of Sri Lanka, that manages 5 international airports across the country. Sumith has 14 years corporate experience to his credit. Sumith is also a Ph.D. candidate at the Management and Science University of Malaysia (Sri Lanka Campus). He earned his B.Sc. (Management ) and MBA in Marketing degrees from Rajarata University of Sri Lanka. He is a Member of Sri Lanka Institute of Marketing (SLIM) and a member of the Academy for Global Business Advancement (AGBA) USA. Sumith is a Practicing Marketer (SLIM), and a Certified Professional Marketer (Asia) (Asia Marketing Federation). Sumith has taught as a Lecturer of Marketing at leading Sri Lankan universities, and professional institutions such as Institute of Human Resources Advancement of University of Colombo (Sri Lanka), and Management and Science University of Malaysia (Sri Lankan campus).

Eugene L. Seeley

Dr. Eugene Seeley is Professor of International Business in the Woodbury School of Business at Utah Valley University (UVU). He teaches undergraduate and MBA classes in international business and international consulting. He also oversees the International Business program at UVU. Dr. Seeley currently serves as Chair of the General Education Committee that manages the General Education program at UVU. Dr. Seeley earned a B.A. in French from Brigham Young University; an M.I.M from Thunderbird, The Global School of Management; and a Ph.D. in Business Strategy from the University of Utah. His research is in the areas of international marketing and student success.

Viput Ongsakul

Dr. Viput Ongsakul is a former Dean at NIDA Business School, National Institute of Development Administration (NIDA), Thailand. He is currently serve as Commissioner of the Securities and Exchange Commission (SEC). Also, he is an advisor affiliate at Center for Competitiveness at University of Fribourg, Switzerland. He has volunteered to serve as a chair and member for both AACSB and EFMD accreditation peer review teams for many schools in China, India, Thailand and Malaysia. Through his teaching, consulting and research in the fields of competitiveness, business policy, sustainability, competitive strategy, operations, he has engaged in many consulting works to both public and private agencies. His clients include the Office of The National Broadcasting and Telecommunications Commission, the Office of Public Sector Development Commission, the Tobacco Authority of Thailand, Thailand Posts, General Motors (Thailand), PTT Group, F&N to name but a few. Dr.Viput obtained a Bachelor of Engineering degree from Chulalongkorn University, Thailand. He also earned M.Sc. and Ph.D. degrees Industrial Engineering/Operations Research from Texas Tech University, USA.

Zafar U. Ahmed

Prof. Dr. Zafar U. Ahmed is currently serving School of Business at the International University, Vietnam National University, Ho Chi Minh City, Vietnam as a Professor of Marketing and International Business since July 15, 2019. He earned his BBA in International Business from the University of the State of New York’s Regents College at Albany (USA), an MBA in International Business from the Texas A&M International University (USA), and a Ph.D., in a Business Related Field (with specialization in Branding) from the Utah State University (USA) in 1988. He has well over 10-year industry experience earned across Africa as an exporter and global entrepreneur, and 30 years academic experience accumulated at six different American universities (e.g., Texas A&M University at Commerce (Texas); Fort Hays State University (Kansas); Sacred Heart University (Connecticut); Minot State University (North Dakota); and State University of New York at Fredonia (New York). He has been a Visiting Professor to Nanyang Technological University (Singapore), American University of Beirut (Lebanon), University of the Witwatersrand (South Africa), University of Malaya (Malaysia), University of Science Malaysia, Fahad Bin Sultan University of Saudi Arabia (as the Founding Dean of Business School), Prince Sultan University of Saudi Arabia (as the Founding Associate Dean of Business School), University of Putra Malaysia (as Renong Distinguished Endowed Chair of Marketing), University of Dammam (Saudi Arabia), Lebanese American University, Kuwait University, and American University of Ras Al Khaimah (United Arab Emirates). He has been advisor and consultant to numerous governmental organizations such as Singapore Ministry of Foreign Affairs, United Nations Development Program, Japan International Cooperation Agency, British Commonwealth Secretariat, and MNCs across Africa and Asia. He has published over 200 scholarly papers in Scopus and ISI indexed journals. He has a Google Scholar Citation Index of over 5,800, an “h-index of 34”, and “i-10 index of 80” to his credit. He has organized and presided over 17 global conferences across the world, serves on the editorial boards of more than 10 world-class journals, and serves as the Founder, President and CEO, US based Academy for Global Business Advancement (http://www.agba.us), Founder and Editor-in-Chief, UK based and Scopus indexed “Journal for Global Business Advancement” (http://www.inderscience.com/jgba), and Founder and Honorary Editor-in-Chief, UK based and Scopus indexed, “Journal for International Business and Entrepreneurship Development” (http://www.inderscience.com/jibed). He has been invited to guest edit a special issue of Journal of Business Research with a focus on Africa.