Factors affecting customers' attitude and purchase intention toward purchasing luxury products in Ho Chi Minh city, Vietnam - A case study of loud brands VS. quiet brands
Abstract
This research explored the relationship between key factors of brand consciousness, materialism, social comparison, and fashion innovativeness and customers’ attitude towards purchasing loud or quiet luxury brands in the context of Ho Chi Minh City, Vietnam, besides, examined the effect of customers’ attitude on purchase intention of loud or quiet luxury brands. Especially, this research’s purpose is to get deep understanding about customers’ attitude and purchase intention of two types of luxury brands: loud brands (having big logos on the surface of the products and can be easily seen and recognized the brands, in addition, design of loud brand products is very outstanding and flashy) and quiet brands (having logos being on the surface of the products that are not simply visible or noticeable, moreover, quiet brand products are designed more simply). The survey was conducted in Ho Chi Minh City, Vietnam and there were 420 respondents taking part in the survey. The results of data analysis indicated that brand consciousness, materialism, social comparison and fashion innovativeness affect strongly on attitude towards purchasing loud or quiet luxury brands among Ho Chi Minh City customers. In addition, there was a positive relationship between Ho Chi Minh City customers’ attitude towards buying loud or quiet luxury brands and their purchase intention of loud or quiet luxury brands. The findings of the research also suggested that the customers who want to make an impression on others buy loud luxury brands and follow new trends while the shoppers feel a sense of achievement and have finer possessions in life prefer to buy the quiet luxury brands. The practical and managerial suggestions for brand manufacturers were discussed, and recommendations for future research were proposed.
Keywords: Loud or quiet luxury brands; attitude; purchase intention; Vietnamese customers; Ho Chi Minh City.