Purchasing Designer Label Apparels: The Role of Reference Groups

Abstract

Luxury brands have a growing market in Asia, and with the enormous contribution of Asian market to the growing global luxury brands market, it is imperative to understand the roles of key reference groups (peers, siblings, parents, and celebrities) in the purchase of designer label apparels. The increased consumption of luxury products can be attributed to the rapid economic growth in China and other Asian countries. Prior studies indicate that Asian consumers maintain conspicuous appreciation for designer products. In this paper, the roles of reference groups in a purchase decision for designer label apparels, were explored. The data analysis was based on 248 valid responses generated through personal administration. The findings reveal that the four hypotheses were supported. The findings would enable marketing and business strategists in building grounds in focusing on important variables in the context examined. Several implications for research and practice including suggestions for future studies were highlighted.