We conducted a local survey targeting 300 Filipino consumers and analyzed them through multi-regression to help with the sales strategy of Korean agricultural products in the Philippine market. First, the Korean Wave image and K-food image were statistically significantly related to the intention to purchase Korean agricultural products. A significant positive (+) effect was found, and when Korean Wave stars were used as variables, the intention to purchase Korean agricultural products was strengthened. Therefore, the results of this study are believed to provide practical implications.

본 논문은 가정간편식(Home Meal Replacement, HMR) 이용경험과 만족도가 HMR 구매확대의향에 미치는 영향을 분석하는 데 목적이 있다. 이를 위해 2021년 실시한 가공식품 소비자태도조사(온라인조사) 데이터를 사용하였다. 분석 결과 HMR 이용 경험이 많을수록 향후 HMR 구매확대 가능성이 높은 것으로 나타났다. HMR에 대한 요인별 만족도의 경우, 맛과 편의성에 대한 만족도가 높을수록 HMR 구매의향이 높은 것으로 분석되었다. 따라서 식품 제조사와 유통사들은 특히 맛과 편의성에 대한 만족도를 중점적으로 높이기 위해 제품 개발 및 마케팅 전략을 수립할 필요가 있다.

This study examined the effect of Instagram usage time (short, long) and spending on fashion products (light, heavy) on product attitude and purchase intention of products promoted by an influencer. The moderating effect of influencer type (mega, macro, micro) was also investigated. A total of 515 males and females in their 20s participated in an online survey. Descriptive statistics were analyzed and exploratory factor analysis and two-way ANOVA were conducted. Research findings were as follows. First, the usage time, both short and long, had a positive effect on product attitude. Also, the interactive effects of usage time and influencer type on product attitude were found. Consumers with short Instagram usage time displayed the highest attitude toward products promoted by a macro-influencer whereas consumers with long Instagram usage time displayed the highest attitude toward products promoted by a micro-influencer. Second, usage time and influencer type did not show interactive effects on purchase intention. Third, both categoriacl variables of users’ spending on fashion products had a positive effect on product attitude. Fourth, the interaction effects of spending on fashion products and influencer types on purchase intention were found. The group of light buyers showed the highest purchase intention on products promoted by the macro-influencer while the group of heavy buyers showed the highest purchase intention of products promoted by the micro-influencer. Based on the results, implications were suggested.

Consumption of secondhand luxury goods is rapidly developing in China, but the market share of secondhand luxury goods in the overall luxury market is still below that of developing countries and the world’s average level. This study uses a multi-method approach to promote the increase of secondhand luxury goods consumption in China. First, a qualitative study was carried out to identify potential attitudes and barriers towards Chinese consumers’ consumption of secondhand luxury goods. Then, based on qualitative research results and prior studies, the barriers associated with purchasing secondhand luxury goods were identified as five categories of perceived risks. The research model was verified through quantitative research. The results demonstrated that perceived value of luxury goods was negatively affected by four types of perceived risk, but not by financial risk. In addition, perceived value positively affected purchase intention of secondhand luxury goods.

최근 할랄 시장의 규모는 매우 커지고 있으며, 전세계적으로 연구 및 발전되어야되는 가장 진보된 사업 중 하나로 주목 받고 있다. 이러한 배경으로 한국과 같은 무슬림 소수 국가들은 지역 경제를 활성화하기 위해 할랄 식품 산업에 진출하여 주도권을 잡으려는 계획을 진행하고 있다. 하지만 할랄 산업 연구에 대한 중요성과 학술 자원에 제한적인 가용성으로 인한 지식 격차는 여전히 남아 있는 실정이다. 본 연구는 할랄 식품 소비자의 구매행동을 고려하여 점점 증가하고 있는 할랄 시장 규모에 대한 정부의 진행방향에 도움을 줄 수 있는 할랄 연구의 기초 자료로 활용될 수 있다. 이를 위해 본 연구의 목적은 한국의 무슬림 소비자들 할랄 식품 구매 의도에 영향을 줄 수 있는 요인 조사를 목적으로 하였다. 본 연구를 위해 477명의 설문참여자를 통해 데이터를 수집하였으며, 한국의 행정구역에서 설문참여자를 모으기 위해 목적표본추출법이 사용 되었다. 이 연구의 가설 결과는 할랄 인증, 종교적 신념 및 할랄 브랜드 등 이 세가지 변수가 무슬림 소비자들 사이에서 할랄 구매 의도와 크게 관련이 있음을 확인하는 것이다. 본 연구의 결과는 제조업체들이 무슬림 소비자들의 할랄 구매 의도를 이해하는데 유용할 뿐만 아니라 소비자들이 일상 생활에서 할랄의 의미를 인지하는데 도움이 될 것으로 예상된다.

This study investigated the effect of offering eco-friendly fashion items on consumers’ perceived image of stores and their intention to purchase food in a hybrid cafe setting. The data were collected using an online survey of 465 adults aged 20 to 49 years. In order to compare ‘a general cafe’ where only food is sold and ‘a hybrid cafe’ which offers eco-friendly fashion items as well as food, we developed two store types (general×hybrid) with two store designs (modern×eco-friendly) as stimuli, resulting in four scenarios. The results indicated that offering eco-friendly fashion items at a cafe did not significantly affect consumers’ perceived eco-friendly image of the store. Further, this negatively affected consumers’ perceived healthy and tasty images of the store and intention to purchase food. Such negative effects on the healthy and tasty images of the store increased in the store with a modern design. In conclusion, offering eco-friendly fashion items at cafes may not contribute to enhancing the stores’ images or sales.

Indonesia has the largest economy in Southeast Asia and is one of the fastest growing economies of the world. This study was conducted to understand Indonesian food consumers, and to provide the marketing implications for food exporting companies in Korea. An online survey was conducted on 795 local consumers in Indonesia and the study analyzed their preference for Korean food and Korean culture. Then this study identified the relationship of these variables and consumers’ intention to purchase Korean food. The results of this study were as follows. First, Indonesian consumers had a strong preference for Ramyeon, noodles, snacks and kimchi among Korean foods. Second, the preference for Korean culture was high in a descending order of Korean dramas, cosmetics, songs and news. Third, both Korean food and Korean culture preferences showed significant differences depending on gender, age and the frequency of eating out. Lastly, analysis of the relationships among the variables showed that there is a positive relationship between Korean food preferences and Korean food purchase intentions. Further, the consumers’ Korean culture preference had a mediating effect within this relationship. The results of this study imply that marketers in Korea food companies need to consider the consumers’ preference for Korean food and Korean culture when they build proper strategies for exporting Korean foods to Indonesia.

Introduction: Country of origin has long been of interest to many researchers (e.g. Phao, 1993; Kalicharan, 2014; Yunus and Rashid, 2016). In part, this is because consumers evaluated the quality of a product based on where it was manufactured, and this became an important issue with the majority of fashion product production taking place in developing countries. Consequently, country of origin as a branding tool became an important factor in the fashion industry (Lee et al., 2013). Previously, numerous studies have suggested that consumers’ perception of, and association with, country of origin are influenced by different factors, such as social, environmental and political factors and the workmanship of the country in question (e.g. Insch and McBride, 2004; Jiménez and Martín, 2012; Lee et al., 2013; Mostafa, 2015). For example, Rashid and Barnes (2017) identified the influence the media industry has on the perception of a country’s image, i.e. the influence of a factory collapse in Bangladesh in 2013 (Bolle, 2014). In the same vein, studies on the country of origin effect have also found the influence that the halo and summary effects have on the product evaluation. For example, if consumers were less familiar with fashion products made in Indonesia, they would naturally infer the product attributes using the general image of Indonesian-made products, and thus rate the product based on their perception of the country as a whole (see also Kotabe and Helsen, 2009). In contrast, when consumers are familiar with a country’s products (i.e. fashion designers in Paris), a summary construct model operates in which consumers develop a country’s image from its product information, which then indirectly influences product perception (Han, 1989). In other words, a product naturally receives a positive attitude because of the perception of a country’s products. Moreover, studies have also examined the impact of patriotism and ethnocentric behaviour on association with country image. More recently, authors, e.g. Rashid et al. (2016) and Barnes and Rashid (2017), have also made a contribution towards managerial perspectives and issues relating to the country of origin impact on the fashion industry. However, no research to date has examined the influence of country of origin on purchase intention with specific reference to apparel fitting. Apparel fitting: Over the past two decades, authors have shown increasing interest towards the fit of apparel (e.g. Otieno et al., 2005; Apeagyei et al., 2007; Holmlund et al., 2011). For example, Shim and Bickle (1993) examined women 55 years and older as catalogue shoppers and their differences in satisfaction with the fit of apparel purchased through catalogues and found that the satisfaction level was relatively low for the entire sample of 872 respondents. Some of the key issues identified were that garment fits did not accommodate body proportions for the older market, especially those who did not fit sizes that were tailored for petit or plus sizes. Consequently, it is evident that age is an important factor in apparel fitting. Furthermore, Alexander et al. (2007) pointed out the issue of personal judgement on how a garment looks on the body. Finally, other factors have also been raised, such as fit association with comfort, body-cathexis (feelings about one’s body) and symbolic meanings in social interactions. Adding to this, Rahman et al. (2017) has also added how consumers often evaluate the product on the basis of descriptive, inferential, informational and/or visual cues, and these can be classified as extrinsic or intrinsic cues. “Extrinsic cues” are a product’s physical structure or appearance, such as price, brand name and country of origin, whereas intrinsic cues are inherent to the physical composition of a product such as fabric, fit, colour and style. Moreover, authors have very recently also looked at apparel fitting issues in online fashion retailing (Miell et al., 2017) and technologies linked to fitting, such as 3D body scanners in a retail store (Lewis and Loker, 2016). However, the apparel fit and size association with country of origin remains an under-researched area. Research design: As this study aims to explore country of origin association from an apparel fitting perspective, a qualitative interpretivist approach is adopted (Creswell, 2007; Welch et al., 2011). This is a significant contribution to the country of origin study, as previous country of origin studies from consumer perspectives have prominently been quantitative in nature (e.g. Insch and McBride, 2004; Jiménez and Martín, 2012). Participants for study will be chosen using a judgemental approach, in particular female shoppers who consider fitting an important factor when deciding on the brand from which to purchase a product. To carry out the study, the project will use face-to-face semi-structured interviews. The semi-structured interview questions derive from the country of origin literature and are influenced by theory planned behaviour model (TBP) (Azjan, 1991), taking into account both individual and social factors that may influence customer intention and attitude towards apparel fitting and its association and or perception of a country. Interviews will last between 60 and 90 minutes and will be conducted by the researchers from March 2018 to September 2018. To analyse the data, a thematic analysis approach will be utilised to develop an understanding of the meaning, as interpreted by participants. Discussion and conclusion: The data collection for this study will help address the gap regarding how consumers deem fit as one of the important factors influencing purchasing behaviour, but also their perception of how they associate a fit of a product with the country of origin of different fashion brands. The findings will make a contribution to the literature on country of origin, fashion branding and product management. The study may also introduce practical implications on how to make the service better in a fashion retail setting, where apparel fit is becoming an issue. Thus, the study may also add knowledge to the literature on service marketing.

Sustainability is currently regarded as an imperative business goal by multiple stakeholders, comprising investors, customers, and policymakers (Nidumolu, Prahalad, & Rangaswami, 2009; Sheth, Sethia, & Srinivas, 2011). In particular, how effectively the fashion industry deals with the challenges of sustainability will define its success for eras to come. This study focuses on how social power, parasocial interaction, and social capital work for purchase intention of sustainable fashion products in the fashion YouTube context. Specifically, the study investigates the effects of social power on parasocial interaction, the effects of parasocial interaction on social capital, and the effects of social capital on purchase intention for sustainable fashion products and the implications for sustainable fashion marketing and management. Theoretical Framework This study defines social power as types of power that can be employed to exert influence on others. The five social power bases (French & Raven, 1959) are discussed in terms of perceived influence: Expert power refers to someone who is perceived to be an expert, to have expert knowledge, or to possess special information. Legitimate power relates to someone who is perceived to have a legitimate right to impose behavioral requirements. Referent power is associated with someone who is personally identified. Reward power refers to someone who is perceived to have ability and coercive power to someone who is perceived to have the capability to confer punishment. Parasocial interaction concerns the relationship between media personalities and media users (Frederick, Lim, Clavio, & Walsh, 2012; Horton & Wohl, 1956; Jin & Park, 2009). Parasocial interaction can be defined as “immediate, personal, and reciprocal, but these qualities are illusory and presumably not shared by the speaker” (Horton & Strauss, 1957, p. 580; Jin & Park, 2009). Parasocial interaction theory focuses on the way audiences interact, relate to, and develop relationships with a celebrity (Jin & Park, 2009; Lee & Watkins, 2016). Audiences create a strong bond and intimacy with a celebrity while viewing media channels such as TV programs and social interactive media where audiences feel closer to the celebrity (Kassing & Sanderson, 2009; Lee & Watkins, 2016). Social capital refers to “the aggregate of the actual or potential resources linked to possession of a durable network of more or less institutionalized relationships” (Bourdieu, 1985, p. 248). Social capital involves the relationship between providing access to resources possessed by the associates and the nature and amount of those resources (Portes, 1998). Social capital can be clarified as an intangible force that helps to bind society together by transforming self-seeking individuals into members of a community with shared interests, shared assumptions about social relations, and a sense of the common good (Etzioni, 1996). Sustainability refers to three dimensions: economic, environmental, and social (Sheth, Sethia, & Srinivas, 2011). Sustainability transforms into a triple bottom line responsibility, with the inference that assessment of business outcomes should be based not only on economic performance, but also on the environmental and social impact. Environmental and social demands from various stakeholders contribute to the pressure for businesses to reflect sustainability. Thus, sustainable marketing practices are defined from economic, environmental, and social perspectives. In this study, effective sustainability measurements involve purchase intention for sustainable products especially emphasizing environmental and social performance. Focused on the effects of social power on parasocial interaction and the effects of parasocial interaction on social capital and purchase intention for sustainable products, this study tests the following hypotheses: H1. Social power (expert, referent, legitimate, and reward) positively influences parasocial interaction. H2. Parasocial interaction positively influences social capital (bonding and bridging). H3. Social capital positively influences purchase intention for sustainable fashion products (environmentally and socially sustainable fashion products). Methods This study used a survey to investigate key questions about the associations among social power, parasocial interaction, social capital, and purchase intention for sustainable fashion products. A total of 230 fashion YouTube users recruited from South Korea participated in the survey. Of the 230 participants, 40 were men (17.4%) and 190 were women (82.6%), with ages ranging from 20 to 39 (mean = 29.43 years). The social power of the fashion YouTuber (e.g., vlogger) was measured through an existing social power scale including expert, referent, legitimate, and reward measures that elicited user responses to 14 items (Goodrich & Mangleburg, 2010). Parasocial interaction was measured on the basis of user responses to six items on an existing 5- point scale that assessed parasocial interaction (Jin & Park, 2009). This study measured social capital on a 5-point Likert scale (1 = strongly disagree; 5 = strongly agree), which was adapted from an existing Internet social capital scale (Williams, 2006). Purchase intention was measured using three 7-point semantic differential scales (likely/unlikely, probable/improbable, possible/impossible; MacKenzie, Lutz, & Belch, 1986) after informing participants that they might be purchasing environmentally and socially sustainable products. Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square 1236.138, df = 680, p <0.001, chi/df=1.818, TLI = 0.900, CFI = 0.913, RMSEA = 0.060). The reliability coefficients of all 14 social power measures including expert, referent, legitimate, and reward were 0.871, 0.782, 0.657, and 0.865, respectively. The reliability coefficient of all six parasocial interaction measures was 0.873. The reliability coefficients of all social capital measures were 0.684 for bonding factors and 0.899 for bridging factors. The reliability coefficients of purchase intention of environmentally and socially sustainable product measures were 0.921 and 0.947, respectively. The coefficients indicate acceptable reliability of the measures. This study used partial least squares (PLS) for structural equation modeling, which has good statistical power for samples. Social power, including referent (β = 0.018, p < 0.05) and reward (β = 0.359, p < 0.001), showed statistically positive effects on parasocial interaction. The results partially supported H1. Parasocial interaction showed statistically positive effects on social capital, the bonding factor (β = 0.578, p < 0.001), and the bridging factor (β = 0.651, p < 0.001). Thus, the results supported H2. For parasocial capital, bridging showed statistically positive effects on purchase intention of environmentally (β = 0.233, p < 0.01) and socially (β = 0.284, p < 0.01) sustainable products. Thus, the results partially supported H3 (see Table 1, Figure 1). Discussion This study contributes to clarifying the concept of social capital and determining the relationships between social capital and purchase intention for sustainable fashion products. This study contributes to the theoretical foundation and implications of social capital and sustainability. Specifically, social power, including referent and reward, positively influences parasocial interaction. Parasocial interaction has positive effects on social capital. In turn, social capital positively influences purchase intention for sustainable fashion products. This is the first study on the effects of social capital on purchase intention for sustainable fashion products in the fashion YouTube context. This study suggests that social capital is a strong influential variable for purchase intention regarding sustainable fashion products. Thus, fashion marketers should consider social capital management in the fashion YouTube context while tailoring their brand communications to enhance their sustainable marketing and management.

This conceptual paper discusses the influence of brand knowledge through various components of personal luxury products’ towards the purchase intention. Rapid shifts in luxury consumers’ behaviours is one of the predominant drivers contributing to the growth of the modern luxury market. In response to this, luxury consumers’ characteristics and profiles need to be reexamined. In recent years, there has been a rapid increase in global luxury consumption with the rise in number of luxury consumers from 140 million to 350 million globally (Bain & Company, 2015). Such a phenomenal growth in the luxury market leads to a widely increased interests among researchers across all disciplines (Truong et al., 2008; 2009, Tynan et al., 2010; Kapferer & Valette-Florence, 2016). In particular, personal luxury goods market is forecast to continue to grow between 2-3 percent through 2020 (Bain & Company, 2016). Despite the fact that personal luxury goods is a major driver of the entire market, there is a limited research in this product category. Two factors of this fast-growing trend stimulate the need for additional research into consumers’ behaviours. First, there has been a shift in luxury consumers’ profile (Hanna, 2004; Fionda & Moore, 2009) and purchasing patterns (Bain & Company, 2015; 2016) where social influences (Dubois et al., 2001; Berthon et al., 2009; Cheah et al., 2015; Yang and Mattila, 2014; Kapferer & Valette-Florence, 2016) and people’s needs for materialism, appearances to enhance their ego and self-concept (Phau & Prendergast, 2000; Kapferer, 2006) are having greater impact on how consumers make their luxury purchase decisions. Second, it appears that the characteristics of the traditional luxury consumers as well as old marketing models from many decades ago need to be redefined (Bain & Company, 2015). Danziger (2005) indicates that the changes in luxury consumers’ purchase decision has created a dramatic shift in the purchase behaviour as a whole, making it difficult for luxury marketers to recognise the trend. To date, existing literature on luxury purchase intention focuses mainly from the cultural, economic, psychological perspectives (Leibenstein, 1950; Veblen, 1899; Bian & Forsythe, 2012; Liu et al., 2012; Wong & Ahuvia, 1998; Vigneron & Johnson, 2004; Shukla, 2012; Cheah et al., 2015) but remains limited on investigating luxury consumers’ behaviours through the integration of brand knowledge domain. Major works from marketing scholars on luxury value perceptions (Wiedmann et al., 2007 and 2009; Vigneron & Johnson, 2004; Shukla, 2012; Shukla & Purani, 2013; De Barnier et al., 2006; Hennigs et al., 2012 and 2013) suggest that they are important in explaining the whole picture of luxury consumption but insufficient in explaining purchase intentions (Shukla, 2012). Kapferer (2006) discusses that it is typical for consumers to identify which brand belongs to the luxury category, however, it could be more complex for the precise definition of luxury to be identified and understood. Therefore, this study seeks to incorporate the branding aspects into the investigation on the significance of brand knowledge towards the intention to purchase personal luxury products. Literature Review The concept of luxury is first explained by Veblen (1899) that the consumption of luxury goods is primarily considered by the affluent consumers with the desire to display their wealth to the relevant significant others. Even though the concept of luxury remains obscure, the clearer definition of luxury is given by Nueno & Quelch (1998) as the “ratio of functional utility to price is low while the ratio of intangible and situational utility to price is high” and that luxury products are beyond an ordinary expensive goods but “an ephemeral status symbol”. Shukla (2010) also defines luxury as the consumption that is not for just oneself but a socially-oriented type of consumption that fulfils the consumers’ own indulgence as well as to serve the “socially directed motives”. The aforementioned definitions of luxury show it is an “elusive concept” (Kapferer, 1998) with “fuzzy frontiers” (Kapferer, 2006). The luxury concept is describes as “incredibly fluid, and changes dramatically” over time and varied among different cultures (Yeoman and McMahon-Beattie 2006). As consumers become richer (Fionda & Moore, 2009) and are able to afford more luxury brands (Nueno & Quelch, 1998), luxury is no longer reserved for the rich but also includes the rising number of aspiring middle-class consumers (Shukla, 2012) who enjoy material comfort (Yeoman & McMahon-Beattie, 2006; Yeoman, 2011: Granot et al., 2013). This change makes the term luxury even more difficult to define (Shukla, 2010) and will continue as an ongoing debate among research scholars (Kapferer & Valette-Florence, 2016). Dubois & Paternault (1995) mention that “luxury items are bought for what they mean, beyond what they are”, this statement defines the nature of luxury brands where consumers often purchase luxury products not merely because of their outstanding quality but because of the name and the symbolic identity the brand provides. Kapferer (1998) recognises the importance in exploring the perception of luxury brands from the end-users themselves because they know best. This also adds to the ongoing complexity and difficulties in giving luxury a discreet definition (Kapferer, 1997 and 1998). The work of Grotts & Johnson (2013) investigates the status consumption of millennial consumers and indicates that it is highly possible that the consumers may not express any interest on the quality of the products but are placing greater emphasis on the ability of the handbags to be recognised and generate attention from their reference groups. With regard to marketing strategy, luxury marketers react to the rapid increase in demand to maintain their position of exclusivity by increasing the price every year in order to secure their clientele (Kapferer, 2015b). Louis Vuitton, Rolex, and Christian Dior increase the price of their products every year to sustain the dream value of the consumers (Kapferer, 2015a; 2015b). It is apparent that most luxury companies are managing the dilemma of maintaining the exclusivity of its products while increasing brand awareness as well as focusing on securing more market share and revenue (Kastanakis & Balabanis, 2012; Berthon et al., 2009). Despite the recognisable shifts in luxury consumption pattern, the sector will continue to grow with the majority of affluent consumers as discussed by Steve Kraus of Ipsos (King, 2015). The most recognisable shift in luxury marketing strategy is on the increasing number of luxury companies offering lower-price products in response to the rising level of demand for luxury consumption by the enthusiastic middle class consumers (Truong et al., 2008; Kastanakis & Balabanis, 2012). Luxury was once reserved for the “happy few” (Veblen, 1899) but this notion is no longer practical for today’s luxury environment where luxury products are “consumed by a larger aspirational segment” (Granot et al., 2013). Democratisation of luxury refers to when luxury brands create a lower-priced accessory items in order to appeal to the broader market, making luxury accessible to those “who could never afford to purchase the principal items in the line” (Nueno & Quelch, 1998) or the new luxury consumers who seeks recognition from luxury purchase. Han et al. (2010) discusses that different classes of consumers can now be distinguished by the brands of purses, watches, or shoes that they own. They let the brands speak for them, whether they prefer the loud Gucci logo or displaying the consumption of a “‘no logo’ strategy” by carrying a Bottega Veneta bag (Han et al., 2010). As Husic & Cicic (2009) state, an important question on today’s luxury consumption that if it is possible for everyone to obtain luxury items, are the brands still considered luxury? This is one of the important agendas concerning luxury consumption that prompts researchers to investigate this changing behaviours and perceptions of luxury consumers. It is also significance to note that the increase in global demand in luxury market is not necessarily positive but could be negative if the demand is not being managed efficiently (Hennigs et al., 2015). Despite frequent changes in luxury consumption patterns, Kapferer & Valette-Florence (2016) argues that it is vital to understand how consumers behave in order for the brands to create and maintain trust and reputation among its consumers. Danziger (2005) argues that the notion of “past behaviour predicts future behavior” may not be applicable to the luxury market. However, the foundation remains where the marketers need to understand the basics about the past and present behaviours in order to offer the products and services at the price that luxury consumers are willing to pay. It is partly due to the minimisation of the possible risks that might occur in purchasing luxury products as stated by Kapferer & Valette-Florence (2016) that “in luxury, no one wants to buy the wrong brand”. In light of these changes in the demand and strategies, a new framework of luxury purchase intention will be presented. This framework integrates brand knowledge in order to accommodate the traditional consumer, who appreciates the brand and its exclusivity, as well as the new buyer who wants recognition. This attempt in merging the two groups of luxury consumers together will highlights how traditional and new luxury consumers make their purchase decisions based on different components of luxury product characteristics as well as different value perception, or that is to say, based on a different levels of brand knowledge. Conceptual Framework Over several decades scholars attempted to agree on a single comprehensive definition for the term ‘luxury’ but have not yet reached that goal because the concept of luxury is highly individual and the market itself is heterogeneous (Hennigs et al., 2013). The definition of luxury, therefore, is very complex to define (Vigneron & Johnson, 1999; Dubois & Duquesne, 1993) due to its “subjective character” (De Barnier et al., 2012) with many diverse facets (Phau & Prendergast, 2000). This study provides a new perspective by looking at the factors that influence luxury purchase intention. Based on the original work of Keller (1993), it is important to understand the structure and content of brand knowledge because these dictate what comes into the consumer’s mind when they think about a brand and what they know about the brand (Keller, 2003). Consumer brand knowledge is defined as the “personal meaning about a brand stored in consumer memory, that is, all descriptive and evaluative brand-related information” (Keller, 2003). Strong, unique, and favorable brand associations must be created with consumers (Kotler & Keller, 2012 and 2016). In luxury consumption, different consumers seek different emotional and functional benefits from luxury brands (Kapferer, 1998), which makes it relevant and significant to investigate the level of influences of brand knowledge and value perceptions on the intention to purchase luxury products. The proposed conceptual framework for this study is presented in Figure 1 in the Appendix section. Managerial Implications This study provides both theoretical and managerial implications. On theoretical grounds, this study provides an enhanced model in investigating the influence of luxury brand knowledge towards luxury purchase intention considering luxury brand characteristics and luxury value perceptions. On managerial perspective, this study provides an update in the modern luxury consumers consumption pattern in terms of what specific characteristics of luxury products they would consider when they intend to purchase. At the same time, this study analyses the types of luxury value perceptions acknowledge by modern luxury consumers towards their purchase decision. In addition, the proposed conceptual framework will take into account the behaviours of traditional luxury consumers, who seems to have been lost due to the increased demand among the new luxury consumers. According to Keller et al. (2012), the marketers of the brand needs to acknowledge the insights to how brand knowledge exists in consumer memory. From the model, marketers can plan and execute efficient marketing and communication strategies for modern luxury consumers given their fast-changing preference in luxury consumption. Following the suggestion from Kapferer & Valette-Florence (2016) which indicates that “luxury is made by brands” and apart from selling luxurious products, the dream is what is attached to the brand logo and name. Therefore, by investigating the relationship between luxury products characteristics along with luxury value perceptions, this study aims to provide a refreshing analysis of today’s luxury consumers and what stimulates them to buy personal luxury products. Further Research A questionnaire will be developed by the integration of the established measurements and scales from the existing luxury consumption and branding literature. A draft of the questionnaire will be reviewed against the literature and the practical insights obtained from the sales associates and experts in the luxury industry for the suitability and clarity of the questions. The final draft of the questionnaire will be pre-test on a small number of respondents from the target audience. The target population for the study is among general luxury consumers. The data collected from the survey will be analysed using Structural Equation Modelling (SEM) approach to model decision process and validate the proposed conceptual framework. Cluster analysis will be used to identify segments of consumers as recommended by Aaker et al. (2013). The anticipated research findings will expand on the degree of influences of the brand knowledge towards the willingness to purchase of personal luxury goods. It is also expected that the research findings will be useful in redefining the existing types of luxury consumers to represent today’s luxury consumers.

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

Sportswear brands in particular have been intensely competing to get an opportunity to prove the value of their new technology and products through sports sponsorship. The purpose of this study was to examine the relationship among sports involvement, the attitude toward sports sponsorship carried by sportswear brands, brand equity, and purchase intention of the products of the sponsor's brand. The study was implemented though a descriptive survey method using a questionnaire. The sample consisted of 455 men (n=289) and women (n=166) in their twenties, residing in Seoul and Gyeonggi area. Data were analyzed by confirmatory factor analysis, correlation analysis, and path analysis of structural equation modeling. The results revealed that sports involvement has an influence on the consumers' attitudes toward sports sponsorship performed by sportswear brands. Also, the sports sponsorship attitude of consumers had an influence on the brand equity and purchase intention toward the sponsor's brand products. It was notable that the attitude toward the manner of sponsoring of the sponsor than the contents itself of the sports event sponsored had an influence more on brand loyalty. Among the component factors of brand equity, brand loyalty showed the biggest impact on purchase intention. Considering the results, in order for sports sponsorship to be more effective, sports involvement of the target market should be considered more carefully.

The main purpose of this study is to identify the factors that affect purchase intention in B2C cooperative buying. The purchase intention is described in terms of participation frequency and total sum of purchasing on cooperative buying. It is very interesting that the influencing factors are not identical when two dependent variables. participation frequency and total sum of purchasing, are used. Residential area, sex, and product variability were selected as key influencing factors for the former case. On the other hand, residential area, price, and product quality were selected as key influencing factors for the latter case. Finally, it is worth while to stress that online community, one of the factors considered, will be a key factor as market of cooperative buying is getting bigger.

The study aims to assess factors affecting intention to purchase green products in Vietnam. The study employs samples from customers who have actually experienced green consumption in Vietnam. The samples were collected by convenient sampling methods. The survey obtained 206 responses with full information. The survey was conducted from October 2019 to January 2020. The measurement scale was a 5-point scale with 1- completely disagree and 5- strongly agree. This study employs factor analysis and structural equation modelling analysis. The results showed that the social and environment sustainability awareness have positive effects on altruism of customers who are interested in green consumption. Altruism also has the same direction on green purchase intention. Besides, the attitude toward buying green and health consciousness affects green purchase intention. At the same time, the altruism and attitude towards buying green products also influence positively on green purchase intention. Besides, the health consciousness positively affects attitude towards buying green products. The results show that the health consciousness has a negative impact on intention to purchase green products. The findings suggest that it is necessary to raise customers' health consciousness, customers' altruism from disseminating knowledge about environmental protection as well as society to enhance the green consumption in Vietnam.

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.