The relationship between conspicuous consumption, attitude towards products with foreign brand names, perceived quality and purchase intention

Conspicuous consumption is a form of consumption in which people try to create a more respected and prestigious image, to be appreciated and to prove themselves. Individuals who engage in conspicuous consumption take into consideration the brand and quality of products. Some consumers can form a positive perception towards products with foreign names, which can positively influence their purchasing intention. Especially consumers engaged in conspicuous consumption tend to show such a tendency. The aim of this study is to examine the relationship between conspicuous consumption, attitude towards foreign named brands, and purchase intention. Lack related studies in the literature highlights the novelty of this research. Furthermore, the fact that mediating role of perceived quality in the relationship between attitude towards foreign named brands and purchase intention has not been previously investigated strengthens the originality of this study. In the study, a survey was conducted on 574 online participants. SPSS program was used for validity, reliability, and frequency analyses, while AMOS program was used to test the structural validity of the scales and perform confirmatory factor analysis. The findings indicate that conspicuous consumption significantly influences the attitude towards foreign named brands in a positive manner. It was also determined that the attitude towards foreign named brands significantly and positively affects perceived quality. Furthermore, perceived quality was found to have a partial mediating role between the attitude towards foreign named brands and purchase intention.