The Relationship between Global Luxury Brand and Face in Chinese Consumption Market

Abstract

The purpose of this study is to investigate the relationship between global luxury brand (GLB) consumption and face in the Chinese market. For this, data from a sample of 355 consumers were collected using questionnaires from Fuzhou of China.

The results reveal that face consciousness is positively related to both perceived face and GLB evaluation, while there is no statistical significance related to both status signaling and purchase intention. Perceived face has positive impacts on both status signaling and purchase intention. Furthermore, GLB evaluation is positively related to perceived face, status signaling, purchase intention, and the effect on status signaling is strongest. Status signaling is also positively related to purchase intention.