Browsing by Author "Huddleston, Patricia"

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Department vs discount retail store patronage: effects of self-image congruence
(2018-05) Sung, Eunyoung (Christine); Huddleston, Patricia
Purpose This paper explores the antecedents and consequences of consumers’ need for self-image congruence on their retail patronage of department (high-end) and discount (low-end) stores to purchase name-brand products in two product categories, apparel and home décor. It also compared online to offline shopping and considered two mediator variables, frugality and materialism. Design/methodology/approach The paper analyzed the hypothesized relationships using structural equation modeling (SEM) and MANOVA. Study 1 suggested the model using secondary data, and Study 2 measured and confirmed the relationships using scenario-based online survey data. An MANOVA test was used to compare the shopping behavior of consumers with high and low need for self-image congruence. Findings A strong causal link was found between concern with appearance and need for self-image congruence, and a positive relationship between need for self-image congruence and high- and low-end retail store patronage offline and online. While the group with high (vs low) need for self-image congruence was more likely to patronize department stores, unexpectedly, both the high and low self-image congruence groups were equally likely to shop at discount stores. Practical implications The findings suggest that marketing messages focusing on concern for appearance may succeed by tapping into consumers’ need for self-image congruence with brand product/retail store images. Results also showed that consumers with high self-image congruence often patronize discount retail stores, suggesting marketing opportunities for low-end retailers. Originality/value Because consumers with high need for self-image congruence patronize both department and discount stores, it is suggested that self-image congruity may be multi-dimensional. The current study is also the first to examine structural relationships to test patronage behavior between department and discount stores offline and online.
Department vs. Discount Store Patronage: Effects of Self-image Congruence
(2018-05) Sung, Eunyoung (Christine); Huddleston, Patricia
Purpose This paper explores the antecedents and consequences of consumers’ need for self-image congruence on their retail patronage of department (high-end) and discount (low-end) stores to purchase name-brand products in two product categories, apparel and home décor. It also compared online to offline shopping and considered two mediator variables, frugality and materialism. Design/methodology/approach The paper analyzed the hypothesized relationships using structural equation modeling (SEM) and MANOVA. Study 1 suggested the model using secondary data, and Study 2 measured and confirmed the relationships using scenario-based online survey data. An MANOVA test was used to compare the shopping behavior of consumers with high and low need for self-image congruence. Findings A strong causal link was found between concern with appearance and need for self-image congruence, and a positive relationship between need for self-image congruence and high- and low-end retail store patronage offline and online. While the group with high (vs low) need for self-image congruence was more likely to patronize department stores, unexpectedly, both the high and low self-image congruence groups were equally likely to shop at discount stores. Practical implications The findings suggest that marketing messages focusing on concern for appearance may succeed by tapping into consumers’ need for self-image congruence with brand product/retail store images. Results also showed that consumers with high self-image congruence often patronize discount retail stores, suggesting marketing opportunities for low-end retailers. Originality/value Because consumers with high need for self-image congruence patronize both department and discount stores, it is suggested that self-image congruity may be multi-dimensional. The current study is also the first to examine structural relationships to test patronage behavior between department and discount stores offline and online.
Motivators of Prestige Brand Purchase: Testing Cultural (In)stability of Measures Over Time Across the United States, Poland, and South Korea
(2019) Sung, Eunyoung (Christine); Calantone, R.; Huddleston, Patricia
This paper encompasses two studies of how cultural dimensions help us understand consumers’ motivations to buy prestige brands in the global market. In Study 1, we investigated the effects of social interaction factors on prestige brand purchase in the U.S., Poland, and South Korea. The study model was conceptualized using individualism as a cultural characteristic, drawn from Hofstede’s cultural dimension theory. Consumers from these three countries represented high, medium, and low levels of individualism (N=1816). Two data analysis procedures were conducted. After strict measurement equivalence tests, we tested our SEM and confirmed that public self-image mediates the relationship between social belonging and prestige brand purchase preference. For two countries, we found differences in social belonging effect, such that consumers with low social belonging were more likely to show high prestige brand purchase behavior. In Study 2, we tested cultural (in)stability of measures (motivators) over time using two data sets (total N= 3,622). Of these countries, we found that only South Korea has shifted its values over time and demonstrated intergenerational differences in prestige brand purchase preference.
Twenty Years after Reunification: Comparing Young Consumer Decision-Making Processes for Electronic Products in the Former East and West Germany
(2011-07) Sung, Eunyoung (Christine); Huddleston, Patricia; Uhrich, Sebastian
This article measures and compares influences on purchasing decisions for electronic products among consumers from the former East and West German states. The study is framed using Cohort Theory. To investigate whether changes in the economic system influences consumer behavior, two consumer groups are included: Germans in the former East Germany and former West Germany. The study found that the former West Germans are more likely to be influenced by the opinions of others than East Germans. Brand loyalty is influential for both of the two German groups. In addition, the two German groups had more similar attitudes toward advertising compared to their parents' cohort groups of 20 years ago. The study also found that Inglehart's Cohort Theory applies to the case of German reunification.