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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, 18, (3) pp. 284-300. ISSN 1361-2026 (2014) [Refereed Article]

Copyright Statement

Copyright 2014 Emerald Group Publishing Limited

DOI: doi:10.1108/JFMM-03-2012-0013


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.

Item Details

Item Type:Refereed Article
Keywords:China, Fashion, Consumer behaviour, Branding, Young adults, Clothing
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:O'Cass, AG (Professor Aron O'Cass)
UTAS Author:Siahtiri, V (Ms Vida Siahtiri)
ID Code:97832
Year Published:2014
Web of Science® Times Cited:35
Deposited By:TSBE
Deposited On:2015-01-15
Last Modified:2021-07-05

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