Department of Marketing
The role of brand equity and face saving in Chinese luxury consumption
This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the cognitive-affective model. The interaction effect between face saving and consumer’s affective attitude on luxury consumption is also examined.
Brand equity was found positively to predict Chinese consumers’ affective attitudes and their willingness to pay a premium price for a luxury brand. Moreover, consumers who highly value face saving were found to be more willing to pay a premium price, even though they hold a less positive attitude toward the brand.
Previous published studies of brand equity and luxury consumption have primarily emphasized Western markets. These findings advance our understanding of luxury purchase intention among young Chinese consumers, for whom the need for social acceptance acts as a crucial motivator in luxury consumption. The results contribute to amplifying the brand equity concept by taking cultural context into consideration.
China, Luxury, Cultural values, Brand equity, Affective attitude, Face saving
Source Publication Title
Journal of Consumer Marketing
© Emerald Group Publishing Limited 2016 Published by Emerald Group Publishing Limited Licensed re-use rights only
Link to Publisher's Edition
Siu, N., Kwan, H., & Zeng, C. (2016). The role of brand equity and face saving in Chinese luxury consumption. Journal of Consumer Marketing, 33 (4), 245-256. https://doi.org/10.1108/JCM-08-2014-1116