BANDWAGON CONSUMPTION AND VALUE PERCEPTIONS OF GLOBAL BRANDS IN AN EMERGING MARKET

Abstract

This paper develops a conceptual model of bandwagon consumption and value perceptions of global brand in emerging market. Recognizing the effect of bandwagon consumption and value perceptions for luxury products, the purpose of this study is to explore the effects of bandwagon consumption and value perceptions on the purchase intention and willingness to pay more for global brands in an emerging market. Data was collected via face-to-face questionnaire from a sample of 458 university student on May 2014 in Turkey and SEM (Structural Equation Modelling) was used to test the research hypothesis. As a result it was found that bandwagon consumption and value perceptions positively affect purchase intention and willingness to pay more for global brands in an emerging market.