How do materialists choose prominent brands in emerging markets?

Vida Siahtiri, Wai Jin (Thomas) Lee

Research output: Contribution to journalArticlepeer-review

20 Citations (Scopus)


Materialism is a worldwide phenomenon. However, our knowledge about the effect of materialism on consumer brand choice is limited. This study unlocks the path from materialism to brand prominence focusing on fashion, quality, and price consciousness. Our findings within the Chinese context show that the paths from materialism to fashion, quality, and price consciousness are positive. Further, we found that the paths from fashion and quality conscious to brand prominence are positive, while the path from price conscious to brand prominence is negative but not significant. These findings have significant implications for brand managers in emerging markets.
Original languageEnglish
Pages (from-to)133-138
Number of pages6
JournalJournal of Retailing and Consumer Services
Early online date26 Aug 2017
Publication statusPublished - Jan 2019


  • Materialism
  • Brand prominence
  • Emerging market


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