Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion

Despite the recent economic downturn, luxury fashion industry remains as one of the most profitable industries worldwide. This is because consumers are having higher purchase intention and willing to consume luxury fashion brands and goods than ever before. The growth of sales in emerging economies...

Full description

Saved in:

Bibliographic Details
Main Author:	Zahari, Nurfareena
Format:	Thesis
Language:	English
Published:	2019
Subjects:	Consumer behavior Branding (Marketing) Brand name products - Social aspects
Online Access:	http://psasir.upm.edu.my/id/eprint/82782/1/GSM%202019%205%20IR.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-upm-ir.82782
record_format	uketd_dc
spelling	my-upm-ir.827822020-07-09T01:34:57Z Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion 2019-01 Zahari, Nurfareena Despite the recent economic downturn, luxury fashion industry remains as one of the most profitable industries worldwide. This is because consumers are having higher purchase intention and willing to consume luxury fashion brands and goods than ever before. The growth of sales in emerging economies has surpassed the mature economies, which make them as the most attractive market for luxury fashion industry. This scenario also includes Malaysia which is one of the most attractive markets in Asian regions. Although luxury fashion marketers frequently adopt sex appeal as their major selling technique, little research has been conducted in regards to sex appeal in luxury fashion advertising. This is ironic given a large number of luxury fashion houses that adopt sex appeal in their advertising. The degrees of sex appeal such as low, medium and high can affect attitudes, which inadvertently influence purchase intention. This study will take an initiative to identify the relationship between sex appeal, attitude towards advertisement, brand and purchase intention featuring “Dolce & Gabbana” in Malaysia. Data from a survey of 160 of local postgraduate students at Universiti Putra Malaysia (UPM) were gathered and analysed by using Confirmatory Factor Analysis (CFA), Analysis of Variance (ANOVA) and Regression analysis. The study finds that the degrees of sex appeal have significant effects on both attitude towards the advertisement and the brand but not purchase intention. It was found that the low degree of sex appeal generated the most favourable attitude towards the advertisement and the brand, followed by the medium and the high degree of sex appeal. The medium degree of sex appeal generated only a slightly lower favourable attitude towards the advertisement and the brand than the low degree of sex appeal. Finally, attitude towards the advertisement and brand have significant positive relationships with purchase intention. The findings of this study provide an overview and clearer vision of the relationship between the degrees of sex appeal, attitude towards advertisement and brand and purchase intention on luxury fashion in Malaysia. Limitations and recommendations for future research are highlighted. Consumer behavior Branding (Marketing) Brand name products - Social aspects 2019-01 Thesis http://psasir.upm.edu.my/id/eprint/82782/ http://psasir.upm.edu.my/id/eprint/82782/1/GSM%202019%205%20IR.pdf text en public masters Universiti Putra Malaysia Consumer behavior Branding (Marketing) Brand name products - Social aspects Abd Hamid, Abu Bakar
institution	Universiti Putra Malaysia
collection	PSAS Institutional Repository
language	English
advisor	Abd Hamid, Abu Bakar
topic	Consumer behavior Branding (Marketing) Brand name products - Social aspects
spellingShingle	Consumer behavior Branding (Marketing) Brand name products - Social aspects Zahari, Nurfareena Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion
description	Despite the recent economic downturn, luxury fashion industry remains as one of the most profitable industries worldwide. This is because consumers are having higher purchase intention and willing to consume luxury fashion brands and goods than ever before. The growth of sales in emerging economies has surpassed the mature economies, which make them as the most attractive market for luxury fashion industry. This scenario also includes Malaysia which is one of the most attractive markets in Asian regions. Although luxury fashion marketers frequently adopt sex appeal as their major selling technique, little research has been conducted in regards to sex appeal in luxury fashion advertising. This is ironic given a large number of luxury fashion houses that adopt sex appeal in their advertising. The degrees of sex appeal such as low, medium and high can affect attitudes, which inadvertently influence purchase intention. This study will take an initiative to identify the relationship between sex appeal, attitude towards advertisement, brand and purchase intention featuring “Dolce & Gabbana” in Malaysia. Data from a survey of 160 of local postgraduate students at Universiti Putra Malaysia (UPM) were gathered and analysed by using Confirmatory Factor Analysis (CFA), Analysis of Variance (ANOVA) and Regression analysis. The study finds that the degrees of sex appeal have significant effects on both attitude towards the advertisement and the brand but not purchase intention. It was found that the low degree of sex appeal generated the most favourable attitude towards the advertisement and the brand, followed by the medium and the high degree of sex appeal. The medium degree of sex appeal generated only a slightly lower favourable attitude towards the advertisement and the brand than the low degree of sex appeal. Finally, attitude towards the advertisement and brand have significant positive relationships with purchase intention. The findings of this study provide an overview and clearer vision of the relationship between the degrees of sex appeal, attitude towards advertisement and brand and purchase intention on luxury fashion in Malaysia. Limitations and recommendations for future research are highlighted.
format	Thesis
qualification_level	Master's degree
author	Zahari, Nurfareena
author_facet	Zahari, Nurfareena
author_sort	Zahari, Nurfareena
title	Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion
title_short	Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion
title_full	Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion
title_fullStr	Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion
title_full_unstemmed	Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion
title_sort	relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion
granting_institution	Universiti Putra Malaysia
publishDate	2019
url	http://psasir.upm.edu.my/id/eprint/82782/1/GSM%202019%205%20IR.pdf
_version_	1747813319008321536

Relationships between sex appeal, attitude towards advertisement, brand and purchase intention on luxury fashion

Similar Items