Factors affecting Mexican college students' purchase intention toward a US apparel brand

Min Young Lee, Youn Kyung Kim, Lou Pelton, Dee Knight, Judith Forney

Research output: Contribution to journalArticlepeer-review

41 Scopus citations

Abstract

Purpose - This paper on Mexican college students aims to examine the effects of general consumer variables (i.e. normative interpersonal influence and brand consciousness) and brand-specific variables (i.e. perceived quality and emotional value) on purchase intention toward a US apparel brand. Design/methodology/approach - The study is designed to determine the factors influencing Mexican college students' purchase intention toward a US apparel brand. Purchase intention is explained with several variables: normative interpersonal influence, brand consciousness, perceived quality, and emotional value. A total of 256 college students in Mexico participated in the survey. Findings - Using structural equation modeling (SEM), the study finds that Mexican college students' normative interpersonal influence positively affected brand consciousness. Brand consciousness is positively related to emotional value, but not to perceived quality of a US brand. Emotional value positively influences purchase intention toward a US brand, while perceived quality negatively influences purchase intention. Practical implications - This study provides valuable strategic implications for US retailers who plan to enter the Mexican market. According to the findings of the study, US retailers could focus on the emotional aspects of US brands in order to appeal to Mexican college students, especially those who are brand conscious. Originality/value - Given that the Mexican market provides growth opportunities for US apparel retailers, there has been a dearth of empirical research on Mexican college students' attitudes and perceptions toward US brands. In this regard, this paper is designed to determine the factors influencing Mexican college students' purchase of US apparel brands.

Original languageEnglish
Pages (from-to)294-307
Number of pages14
JournalJournal of Fashion Marketing and Management
Volume12
Issue number3
DOIs
StatePublished - 2008

Keywords

  • Brand awareness
  • Buying behaviour
  • Customer orientation
  • Mexico
  • Perception
  • Students

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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