Interplay between subjective norm, emotions, and purchase intention towards foreign brands: Evidence from Vietnam

Gia Ninh Nguyen; Thi Thu Hong Ho

doi:http://dx.doi.org/10.21511/im.18(1).2022.07

Interplay between subjective norm, emotions, and purchase intention towards foreign brands: Evidence from Vietnam

Received December 31, 2021;

Accepted February 4, 2022;

Published February 10, 2022
Author(s)

Link to ORCID Index: https://orcid.org/0000-0001-5751-7412

Gia Ninh Nguyen
,

Link to ORCID Index: https://orcid.org/0000-0003-0173-9504

Thi Thu Hong Ho
DOI
http://dx.doi.org/10.21511/im.18(1).2022.07
Article Info
Volume 18 2022, Issue #1, pp. 79-93
TO CITE АНОТАЦІЯ
Cited by
5 articles

983 Views
604 Downloads

This work is licensed under a Creative Commons Attribution 4.0 International License

Understanding the mechanisms through which social groups impact consumers’ purchase decisions is of particular interest to scholars and practitioners. The purpose of this study is to contribute to the cognitive-affective model by examining the roles of the subjective norm and its contingency factors in the cognitive-affective model and the indigenous consumers’ purchase intention towards a foreign footwear brand. The validity of the model is tested using data collected from 257 Vietnamese consumers. The results of PLS-SEM and SPSS Macro PROCESS reveal that subjective norm positively influences the emotional value (β = 0.219, p = 0.002) and perceived quality (β = 0.239, p = 0.000) for the foreign brand. In addition, face consciousness positively moderates the indirect effects of subjective norm on purchase intention through emotional value (β = 0.08; LLCI = 0.02; ULCI = 0.13) while the moderating effect of perceived behavioral control is significantly negative (β = –0.1074; LLCI = -0.182; ULCI = –0.05). In conclusion, this study can offer insight into the roles of social groups and their contingency factors in the cognitive-affective model and purchase intention. On this ground, managers of foreign brands are advised to focus on the impacts of social groups in their marketing campaigns, together with underlining the social status and superbness of their offerings to attract new consumers.

Acknowledgment
We would like to thank the University of Finance-Marketing for their funding.

view full abstract

Keywords
Asian countries, behavioral control, cognitive-affective model, face consciousness, global brands, purchase decisions, social groups, wealthy consumers
JEL Classification (Paper profile tab)
M16, L67, M31
References
72
Tables
8
Figures
3

- Figure 1. Conceptual framework
- Figure 2. Moderating effects of face consciousness on the relationship between subjective norm and purchase intention (through emotional value)
- Figure 3. Moderating effects of perceived behavioral control on the relationship between subjective norm and purchase intention (through emotional value)

- Table 1. Evaluation of measures
- Table 2. Fornell-Larcker and HTMT criteria
- Table 3. PLS results of the structural model
- Table 4. Moderation effects of face consciousness
- Table 5. Conditional effects of subjective norm on purchase intention
- Table 6. Moderation effects of PBC
- Table 7. Conditional effects of subjective norm on purchase intention
- Table 8. Hypothesis testing

- Abrunhosa, A., & Santos, F. (2006). Strategic organization in mature industries: Boundary architecture as a source of competitive advantage.
- Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
- Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
- Allen, C. T., Machleit, K. A., & Kleine, S. S. (1992). A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience. Journal of consumer research, 18(4), 493-504.
- Al-Swidi, A., Huque, S. M. R., Hafeez, M. H., & Shariff, M. N. M. (2014). The role of subjective norms in theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561-1580.
- Ariffin, S., Yusof, J. M., Putit, L., & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37, 391-396.
- Asshidin, N. H. N., Abidin, N., & Borhan, H. B. (2016). Perceived quality and emotional value that influence consumer’s purchase intention towards American and local products. Procedia Economics and Finance, 35, 639-643.
- Bao, Y., Zhou, K. Z., & Su, C. (2003). Face consciousness and risk aversion: do they affect consumer decision-making? Psychology & Marketing, 20(8), 733-755.
- Barrett, L. F., Mesquita, B., Ochsner, K. N., & Gross, J. J. (2007). The experience of emotion. Annual Review of Psychology, 58, 373-403.
- Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B. E., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of consumer psychology, 9(2), 83-95.
- Bullis, D. (1997). Selling to India’s consumer market. United States of America: Greenwood Publishing Group.
- Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, New Jersey: Lawrence Erlbaum Associates Inc.
- Crawford, J. C., & Garland, B. C. (1988). German and American perceptions of product quality. Journal of International Consumer Marketing, 1(1), 63-78.
- Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
- Draganić, A. (2014). Value Chain for Shoes Production. Banjaluka: Enterprise Development Agency Eda.
- Elsäßer, M., & Wirtz, B.W. (2017). Rational and emotional factors of customer satisfaction and brand loyalty in a business-to-business setting. Journal of Business & Industrial Marketing, 32(1), 138-152.
- Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
- Garson, G. D. (2016). Partial Least Squares: Regression and Structural Equation Models. Asheboro, NC.
- Geng, L., Yang, Y., & Xu, Y. (2019). To pursue personality or conformity: A study on the impact of face view on consumers’ need for uniqueness. Psychology & Marketing, 36(3), 188-197.
- Goyal, K. A., & Sadasivam, A. (2010). A critical analysis of rational and emotional approaches in car selling. International Journal of Business Research and Management, 1(2), 59-63.
- Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
- Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage publications.
- Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
- Hamzah, M. I., & Tanwir, N. S. (2021). Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge. Journal of Cleaner Production, 279, 123643.
- Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: Methodology in the Social Sciences. Kindle.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
- Hieu, L. T. (2015). Ảnh hưởng của Nho giáo trong văn hóa Việt Nam. Tạp chí Khoa học xã hội Việt Nam, 4, 89. (In Vietnamese).
- Hofstede, G. (1980). Culture’s Consequences. Beverly Hills: Sage.
- Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
- Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of cleaner production, 216, 361-372.
- Jacobs, M., & Vaske, J. J. (2019). Understanding emotions as opportunities for and barriers to coexistence with wildlife. In B. Frank, J. Glikman, & S. Marchini (Eds.), Human–Wildlife Interactions: Turning Conflict into Coexistence (pp. 65-84). Cambridge University Press.
- Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (Working Paper Report No. 01-107). Marketing Science Institute.
- Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203-213.
- Kim, J. Y., & Nam, S. H. (1998). The concept and dynamics of face: Implications for organizational behavior in Asia. Organization Science, 9(4), 522-534.
- Kinra, N. (2006). The effect of country-of-origin on foreign brand names in the Indian market. Marketing Intelligence & Planning, 24(1), 15-30.
- Kumar, A., Kim, Y. K., & Pelton, L. (2009a). Indian consumers’ purchase behavior toward US versus local brands. International Journal of Retail & Distribution Management, 37(6), 510-526.
- Kumar, A., Lee, H. J., & Kim, Y. K. (2009b). Indian consumers’ purchase intention toward a United States versus local brand. Journal of business research, 62(5), 521-527.
- Lee, M. Y., Kim, Y. K., Pelton, L., Knight, D., & Forney, J. (2008). Factors affecting Mexican college students’ purchase intention toward a US apparel brand. Journal of Fashion Marketing and Management, 12(3), 294-307.
- Li, W. K., Monroe, K. B., & Chan, D. K. (1994). The effects of country of origin, brand, and price information: a cognitive-affective model of buying intentions. In C. T. Allen, & D. R. John (Eds.), NA - Advances in Consumer Research, 21 (pp. 449-457). Provo, UT: Association for Consumer Research.
- Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in cross-sectional research designs. Journal of applied psychology, 86(1), 114-121.
- Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841.
- Malhotra, N., Hall, J., Shaw, M., & Oppenheim, P. (2006). Marketing research: An applied orientation. Pearson Education Australia.
- Matthes, J., & Beyer, A. (2017). Toward a cognitive-affective process model of hostile media perceptions: A multi-country structural equation modeling approach. Communication Research, 44(8), 1075-1098.
- Md Husin, M., Ismail, N., & Ab Rahman, A. (2016). The roles of mass media, word of mouth and subjective norm in family takaful purchase intention. Journal of Islamic Marketing, 7(1), 59-73.
- Mizerski, R.W., & White, J. D. (1986). Understanding and using emotions in advertising. Journal of Consumer Marketing, 3(4), 57-69.
- Morrison, S., & Crane, F. G. (2007). Building the service brand by creating and managing an emotional brand experience. Journal of brand management, 14(5), 410-421.
- Nakata, C. (2009). Beyond Hofstede Culture Frameworks for Global Marketing and Management (2nd ed.). London, UK: Palgrave-Macmillan.
- Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.
- O’Cass, A., & Ngo, L. V. (2011). Winning through innovation and marketing: Lessons from Australia and Vietnam. Industrial marketing management, 40(8), 1319-1329.
- Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
- Pavlou, P. A., & Chai, L. (2002). What drives electronic commerce across cultures? A cross-cultural empirical investigation of the theory of planned behavior. Journal of Electronic Commerce Research, 3(4), 240-253.
- Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879-903.
- Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.
- Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.
- Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M., & Ahmed, N. (2015). Product perceived quality and purchase intention with consumer satisfaction. Global journal of management and business research, 15(1).
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of market research. Springer.
- Shen, D., Lennon, S., Dickson, M. A., Montalto, C., & Zhang, L. (2002). Chinese consumers’ attitudes toward US-and PRC-made clothing: from a cultural perspective. Family and Consumer Sciences Research Journal, 31(1), 19-49.
- Shin, Y. H., & Hancer, M. (2016). The role of attitude, subjective norm, perceived behavioral control, and moral norm in the intention to purchase local food products. Journal of foodservice business research, 19(4), 338-351.
- Sinha, P. K. (2003). Shopping orientation in the evolving Indian market. Vikalpa, 28(2), 13-22.
- Siu, N. Y. M., Kwan, H. Y., & Zeng, C. Y. (2016). The role of brand equity and face saving in Chinese luxury consumption. Journal of Consumer Marketing, 33(4), 245-256.
- Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
- Wang, J., Tao, J., & Chu, M. (2020). Behind the label: Chinese consumers’ trust in food certification and the effect of perceived quality on purchase intention. Food Control, 108, 106825.
- Wang, S., Fan, J., Zhao, D., Yang, S., & Fu, Y. (2016). Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model. Transportation, 43(1), 123-143.
- Wang, Y., Wiegerinck, V., Krikke, H., & Zhang, H. (2013). Understanding the purchase intention towards remanufactured product in closed-loop supply chains: An empirical study in China. International Journal of Physical Distribution & Logistics Management, 43(10), 866-888.
- Watanabe, E. A. d. M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184.
- Wu, S. I., & Chen, Y. J. (2014). The impact of green marketing and perceived innovation on purchase intention for green products. International Journal of Marketing Studies, 6(5), 81-100.
- Yau, O. H. (1986). Chinese cultural values and their marketing implications. Proceedings of the Academy of International Business Southeast Asia Regional Conference, 215-237. Taipei: National Chiao Tung University.
- Yoo, B., & Donthu, N. (2001). Cultural orientation and consumer ethnocentrism. In Marketing and multicultural diversity. Westport, CT: Greenwood.
- Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science, 28(2), 195-211.
- Zajonc, R. B., & Markus, H. (1982). Affective and cognitive factors in preferences. Journal of consumer research, 9(2), 123-131.
- Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.

- Conceptualization
  Gia Ninh Nguyen
- Data curation
  Gia Ninh Nguyen, Thi Thu Hong Ho
- Formal Analysis
  Gia Ninh Nguyen
- Investigation
  Gia Ninh Nguyen
- Methodology
  Gia Ninh Nguyen
- Project administration
  Gia Ninh Nguyen
- Resources
  Gia Ninh Nguyen, Thi Thu Hong Ho
- Supervision
  Gia Ninh Nguyen
- Validation
  Gia Ninh Nguyen, Thi Thu Hong Ho
- Visualization
  Gia Ninh Nguyen
- Writing – original draft
  Gia Ninh Nguyen
- Writing – review & editing
  Gia Ninh Nguyen, Thi Thu Hong Ho

< Prev Next >

Download Preview

Innovative Marketing

Please specify your request here

Interplay between subjective norm, emotions, and purchase intention towards foreign brands: Evidence from Vietnam

COOKIES
The cookie settings on this website are set to 'allow all cookies' to give you the best experience.

Please specify your request here

Interplay between subjective norm, emotions, and purchase intention towards foreign brands: Evidence from Vietnam

The influence of religiosity and self-efficacy on the saving behavior of the Іslamic banks

Role of institutional quality in economic development: A case study of Asian countries

The impact of social commerce on the purchase intentions of Millennials using Facebook

COOKIES The cookie settings on this website are set to 'allow all cookies' to give you the best experience.

COOKIES
The cookie settings on this website are set to 'allow all cookies' to give you the best experience.