Are young adult Chinese status and fashion clothing brand conscious?
O'Cass, AG and Siahtiri, V, Are young adult Chinese status and fashion clothing brand conscious?, Journal of Fashion Marketing and Management: an international journal, 18, (3) pp. 284-300. ISSN 1361-2026 (2014) [Refereed Article]
Purpose – The purpose of this paper is to examine fashion clothing consumption in relation to status
consumption and perceptions of fashion clothing brand status (BS) in transition economies.
Design/methodology/approach – A survey was designed and administered in China to a sample
of 460 young adults aged between 18 and 24.
Findings – The results indicate that individuals’ status consciousness (SC) has an impact on fashion
clothing brand preference (BP) and perceptions of the brand’s status. Also, individuals’ BP
and perceived BS were found to mediate the relationship between individuals’ SC and their willingness
to pay (WTP) a premium for a specific brand of fashion clothing.
Originality/value – The originality of this study rests on a detailed examination of SC and status
perceptions in the context of branded fashion clothing (western vs Asian brands) in China, where
individuals’ wealth, status-consciousness and brand-consciousness are growing. Equally, it provides
knowledge for academics about the development of status consumption in an emerging economy.
Importantly, from a theory perspective this study is the first to examine the intervening roles of
perceived BS and BP in the relationship between SC and WTP a price premium for fashion clothing
brands. Further, studying this evolving market provides insights for practitioners into the design
of marketing strategies for their brands. The findings may assist practitioners to address drivers of
perception of their brands, especially for Asian brands competing against western brands.
China, Fashion, Consumer behaviour, Branding, Young adults, Clothing