University Of Tasmania

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Are young adult Chinese status and fashion clothing brand conscious?

journal contribution
posted on 2023-05-18, 06:36 authored by O'Cass, AG, Siahtiri, V
Purpose – The purpose of this paper is to examine fashion clothing consumption in relation to status consumption and perceptions of fashion clothing brand status (BS) in transition economies. Design/methodology/approach – A survey was designed and administered in China to a sample of 460 young adults aged between 18 and 24. Findings – The results indicate that individuals’ status consciousness (SC) has an impact on fashion clothing brand preference (BP) and perceptions of the brand’s status. Also, individuals’ BP and perceived BS were found to mediate the relationship between individuals’ SC and their willingness to pay (WTP) a premium for a specific brand of fashion clothing. Originality/value – The originality of this study rests on a detailed examination of SC and status perceptions in the context of branded fashion clothing (western vs Asian brands) in China, where individuals’ wealth, status-consciousness and brand-consciousness are growing. Equally, it provides knowledge for academics about the development of status consumption in an emerging economy. Importantly, from a theory perspective this study is the first to examine the intervening roles of perceived BS and BP in the relationship between SC and WTP a price premium for fashion clothing brands. Further, studying this evolving market provides insights for practitioners into the design of marketing strategies for their brands. The findings may assist practitioners to address drivers of perception of their brands, especially for Asian brands competing against western brands.


Publication title

Journal of Fashion Marketing and Management










Emerald Group Publishing Limited

Place of publication

United Kingdom

Rights statement

Copyright 2014 Emerald Group Publishing Limited

Repository Status

  • Restricted

Socio-economic Objectives