The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention

Individuals perceive that scarce goods are more costly than non-scarce goods and the nature and status of these products explains why scant products are more desirable. Limited-edition shoes (LES) are currently trendy among the younger generations in Vietnam and can be seen as a new marketing tool f...

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Autor principal:	Tri Minh Ha
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	brand trust economic value limited-edition shoes purchase intention scarcity social value uniqueness Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/1120287e87fc44bebbf4642568b6a8f7
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spelling	oai:doaj.org-article:1120287e87fc44bebbf4642568b6a8f72021-12-02T17:05:43ZThe impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention2331-197510.1080/23311975.2021.1953680https://doaj.org/article/1120287e87fc44bebbf4642568b6a8f72021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1953680https://doaj.org/toc/2331-1975Individuals perceive that scarce goods are more costly than non-scarce goods and the nature and status of these products explains why scant products are more desirable. Limited-edition shoes (LES) are currently trendy among the younger generations in Vietnam and can be seen as a new marketing tool for Vietnamese sneaker brands to exploit. For such a motivation, we develop a theoretical model to study the product characteristics of LES and a purchase intention relying on uniqueness, psychological reactance and commodity theories. Specifically, our study examines the power of product characteristics of LES, including scarcity, uniqueness and self-expression, on social and economic values, brand trust and purchase intention. Our work adopts a questionnaire-based survey designed to gather data from 336 participants using convenience and snowball sampling techniques. Data collection focuses on young Vietnamese consumers with ages ranging from 18 up to and including 25. Our findings reveal that all product characteristics of LES are positively related to social and economic values, except self-expression and social value relationship. Additionally, social and economic values are confirmed to be significantly related to brand trust and purchase intention, although not between brand trust and purchase intention. Finally, our study offers theoretical contributions and practical implications.Tri Minh HaTaylor & Francis Grouparticlebrand trusteconomic valuelimited-edition shoespurchase intentionscarcitysocial valueuniquenessBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	brand trust economic value limited-edition shoes purchase intention scarcity social value uniqueness Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	brand trust economic value limited-edition shoes purchase intention scarcity social value uniqueness Business HF5001-6182 Management. Industrial management HD28-70 Tri Minh Ha The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention
description	Individuals perceive that scarce goods are more costly than non-scarce goods and the nature and status of these products explains why scant products are more desirable. Limited-edition shoes (LES) are currently trendy among the younger generations in Vietnam and can be seen as a new marketing tool for Vietnamese sneaker brands to exploit. For such a motivation, we develop a theoretical model to study the product characteristics of LES and a purchase intention relying on uniqueness, psychological reactance and commodity theories. Specifically, our study examines the power of product characteristics of LES, including scarcity, uniqueness and self-expression, on social and economic values, brand trust and purchase intention. Our work adopts a questionnaire-based survey designed to gather data from 336 participants using convenience and snowball sampling techniques. Data collection focuses on young Vietnamese consumers with ages ranging from 18 up to and including 25. Our findings reveal that all product characteristics of LES are positively related to social and economic values, except self-expression and social value relationship. Additionally, social and economic values are confirmed to be significantly related to brand trust and purchase intention, although not between brand trust and purchase intention. Finally, our study offers theoretical contributions and practical implications.
format	article
author	Tri Minh Ha
author_facet	Tri Minh Ha
author_sort	Tri Minh Ha
title	The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention
title_short	The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention
title_full	The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention
title_fullStr	The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention
title_full_unstemmed	The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention
title_sort	impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/1120287e87fc44bebbf4642568b6a8f7
work_keys_str_mv	AT triminhha theimpactofproductcharacteristicsoflimitededitionshoesonperceivedvaluebrandtrustandpurchaseintention AT triminhha impactofproductcharacteristicsoflimitededitionshoesonperceivedvaluebrandtrustandpurchaseintention
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The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention

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