Does Power-Distance Influence Consumers’ Preference For Luxury Status Brands?

We test the impact of power-distance on consumers’ preference for luxury status brands. Our correlational and experimental studies show that consumers with high power-distance tend to have a stronger preference for luxury status brands than those with low power-distance. Notably, buying status belief moderates this effect. Further, this two-way interaction is stronger for consumers with a relatively lower, rather than higher, self-worth state. Mediation analyses support the status salience theory for the power-distance effect.



Citation:

Youngseon Kim and Yinlong Zhang (2011) ,"Does Power-Distance Influence Consumers’ Preference For Luxury Status Brands?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 511-512.

Authors

Youngseon Kim, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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