IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v10y2023i1p2174093.html
   My bibliography  Save this article

The role of social group influences when intending to purchase premium alcohol

Author

Listed:
  • Nicole Cunningham

Abstract

This study investigates the effect that social group influences have on the purchase intention of premium alcohol by adapting the theory of planned behaviour. The moderating effect of the need to save face and conform to a social group’s expectations on the purchase intention of premium alcohol is explored. Data was collected using questionnaires, with 251 responses analysed using the PLS-SEM. The results show that attitude and subjective norms have a positive and significant impact on the purchase intention of premium alcohol, while perceived behavioural control does not. Brand consciousness and status consumption were found to have an impact on attitude and subjective norms respectively, with status consumption revealing the strongest relationship. This study offers insight to both researchers by understanding the impact of social influences and to premium alcohol brands that would be able to further enhance their marketing strategies and resonate with consumers in a highly competitive environment.

Suggested Citation

  • Nicole Cunningham, 2023. "The role of social group influences when intending to purchase premium alcohol," Cogent Business & Management, Taylor & Francis Journals, vol. 10(1), pages 2174093-217, December.
    • Handle: RePEc:taf:oabmxx:v:10:y:2023:i:1:p:2174093
    DOI: 10.1080/23311975.2023.2174093
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2023.2174093
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2023.2174093?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mohadzlishah bin Mazli & Mohd Fikri bin Ishak & Ariff Azly bin Muhamed, 2023. "The Role of Status Consumption and Materialism in Influencing Attitude towards Counterfeit Fashion Product," Information Management and Business Review, AMH International, vol. 15(3), pages 344-350.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:10:y:2023:i:1:p:2174093. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.