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Millennials' Response Toward Luxury Fashion Brands: The Balance Theory’s Perspective

Gadjah Mada International Journal of Business (GamaIJB) · Vol. 24 No. 1 (2022) · pp. 101–126

DOI
10.22146/gamaijb.66352
ISSN
2338-7238, 1411-1128
Published
2022-02-07
Publisher
Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

The mushrooming growth of luxury brands has been evidenced worldwide, especially among developing countries such as Malaysia. Despite Malaysian consumer confidence slowing due to uncertainty about the economic conditions, the demand for luxury brands is still expected to rise. Interestingly, a significant rise in the demand for luxury brands has been observed in the millennials group. This study examines the relationship of electronic word-of-mouth and the country of origin’s image on millennials' attitudes toward luxury brands and the intention to purchase luxury fashion brands. The study among 333 millennials revealed that the country of origin’s image has both direct and indirect effects on the intention to purchase luxury fashion brands. Electronic word-of-mouth (eWOM) was found statistically insignificant in explaining the intention to purchase, but eWOM had a significant relationship on intention to purchase through its mediation effect of the attitude toward luxury brands. Accordingly, the findings found support for the balance theory. The results also suggest that the owners of luxury brands should carefully manage the country of origin because it will affect the overall brand image, as perceived by consumers. Limitations and future directions of the study are also included at the end of the article.

Keywords

Collaboration network of the authors

3 authors · 3 co-authorship links · 1 across different organisations

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  • Universiti Utara Malaysia
  • King Faisal University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.ugm.ac.id/gamaijb/oai, first harvested 28 Okt 2026, last seen 28 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Millennials' Response Toward Luxury Fashion Brands: The Balance Theory’s Perspective</dc:title>
	<dc:creator>Shaari, Hasnizam</dc:creator>
	<dc:creator>Sheikh Abdul Hamid, Siti Nadia</dc:creator>
	<dc:creator>Ahmed Mabkhot, Hashed</dc:creator>
	<dc:subject xml:lang="en-US">Management; Marketing</dc:subject>
	<dc:subject xml:lang="en-US">Attitude towards luxury fashion brand, e-WOM, country-of-origin image, balance theory, Malaysian millennials consumers, consumer response</dc:subject>
	<dc:subject xml:lang="en-US">M310</dc:subject>
	<dc:description xml:lang="en-US">The mushrooming growth of luxury brands has been evidenced worldwide, especially among developing countries such as Malaysia. Despite Malaysian consumer confidence slowing due to uncertainty about the economic conditions, the demand for luxury brands is still expected to rise. Interestingly, a significant rise in the demand for luxury brands has been observed in the millennials group. This study examines the relationship of electronic word-of-mouth and the country of origin’s image on millennials' attitudes toward luxury brands and the intention to purchase luxury fashion brands. The study among 333 millennials revealed that the country of origin’s image has both direct and indirect effects on the intention to purchase luxury fashion brands. Electronic word-of-mouth (eWOM) was found statistically insignificant in explaining the intention to purchase, but eWOM had a significant relationship on intention to purchase through its mediation effect of the attitude toward luxury brands. Accordingly, the findings found support for the balance theory. The results also suggest that the owners of luxury brands should carefully manage the country of origin because it will affect the overall brand image, as perceived by consumers. Limitations and future directions of the study are also included at the end of the article.</dc:description>
	<dc:publisher xml:lang="en-US">Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2022-02-07</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.ugm.ac.id/gamaijb/article/view/66352</dc:identifier>
	<dc:identifier>10.22146/gamaijb.66352</dc:identifier>
	<dc:source xml:lang="en-US">Gadjah Mada International Journal of Business; Vol 24, No 1 (2022): January-April; 101-126</dc:source>
	<dc:source>2338-7238</dc:source>
	<dc:source>1411-1128</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.ugm.ac.id/gamaijb/article/view/66352/33210</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2022 Gadjah Mada International Journal of Business</dc:rights>
	<dc:rights xml:lang="en-US">http://creativecommons.org/licenses/by-sa/4.0</dc:rights>
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