The Effect on Korean Consumers' Brand Preference, Trust and Purchase Intention for Donation Amount Information of Luxury Fashion Brands
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This study attempts to explain the unique patterns in Korean consumer behaviorregarding the luxury fashion brands’ donation activities by exploring the moderating effectsof corporate ability (CA) and subjective norm (SN) on the relationship between donationsand consumers’ brand preference, brand trust, and purchase intention. A total of 209completed questionnaires, collected from online surveys, were analyzed using moderatedmultiple regression. The result shows that donation amount information positively influencesconsumers’ brand preference, brand trust and purchase intention toward luxury fashionbrands. Next, CA strengthens the relationships between donation amount information andconsumers’ brand trust and purchase intention. SN from the opposite gender compensatesfor the negative effect of negative donation amount information on consumers’ trust towardluxury fashion brands, whereas SN from the same gender does not influence thoserelationships. This study provides a deeper understanding of luxury fashion brands’donations and consumer responses in South Korea-one of the important test markets forluxury fashion brands to expand their business to Asian countries.
Abstract
This study attempts to explain the unique patterns in Korean consumer behaviorregarding the luxury fashion brands’ donation activities by exploring the moderating effectsof corporate ability (CA) and subjective norm (SN) on the relationship between donationsand consumers’ brand preference, brand trust, and purchase intention. A total of 209completed questionnaires, collected from online surveys, were analyzed using moderatedmultiple regression. The result shows that donation amount information positively influencesconsumers’ brand preference, brand trust and purchase intention toward luxury fashionbrands. Next, CA strengthens the relationships between donation amount information andconsumers’ brand trust and purchase intention. SN from the opposite gender compensatesfor the negative effect of negative donation amount information on consumers’ trust towardluxury fashion brands, whereas SN from the same gender does not influence thoserelationships. This study provides a deeper understanding of luxury fashion brands’donations and consumer responses in South Korea-one of the important test markets forluxury fashion brands to expand their business to Asian countries.
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