Abstract
This study investigates the effect that social group influences have on the purchase intention of premium alcohol by adapting the theory of planned behaviour. The moderating effect of the need to save face and conform to a social group’s expectations on the purchase intention of premium alcohol is explored. Data was collected using questionnaires, with 251 responses analysed using the PLS-SEM. The results show that attitude and subjective norms have a positive and significant impact on the purchase intention of premium alcohol, while perceived behavioural control does not. Brand consciousness and status consumption were found to have an impact on attitude and subjective norms respectively, with status consumption revealing the strongest relationship. This study offers insight to both researchers by understanding the impact of social influences and to premium alcohol brands that would be able to further enhance their marketing strategies and resonate with consumers in a highly competitive environment.
| Original language | English |
|---|---|
| Article number | 2174093 |
| Journal | Cogent Business and Management |
| Volume | 10 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2023 |
Keywords
- Premium alcohol
- purchase intention
- social influences
- status
ASJC Scopus subject areas
- Business and International Management
- Accounting
- Business, Management and Accounting (miscellaneous)
- Strategy and Management
- Organizational Behavior and Human Resource Management
- Management Science and Operations Research
- Marketing