Luxury beauty products purchase behaviour of affluent consumers: the role of brand consciousness and brand distinctiveness in Zimbabwe

Figures & data

Figure 1. Research model of the study.

Table 1. Demographic profile of respondents.

Variable	Category	N	%
Gender	Female	116	58.0
	Male	84	42.0
Age	20-30	71	35.5
	31-40	43	21.5
	41-50	57	28.5
	51-60	29	14.5
Occupation	Student	53	26.5
	Formally Employed	121	60.5
	Non-Formally Employed	26	13.0

Table 2. Standardized factor loadings of construct items.

	Model fit				AVE	Composite Reliability	Cronbach’s alpha	Shared Variance
	IFI	CFI	RMSEA	CHI-SQ				(1)	(2)	(3)
Brand consciousness (1)	.904	.903	0.058	2.328	0.661	0.854	0.853	1
Brand Distinctiveness (2)					0.758	0.904	0.903	.7056	1
Purchase Decision (3)					0.656	0.848	0.835	.6084	.6341	1

Figure 2. Measurement model of the study.

Table 3. Model fit, average variance extracted, shared variance, and composite reliability.

	Model fit				AVE	Composite Reliability	Cronbach’s	Shared Variance
	IFI	CFI	RMSEA	CHI-SQ			alpha	(1)	(2)	(3)
Brand consciousness (1)	.904	.903	0.058	2.328	0.661	0.854	0.853	1
Brand Distinctiveness (2)					0.758	0.904	0.903	.7056	1
Purchase Decision (3)					0.656	0.848	0.835	.6084	.6341	1

Figure 3. Structural model.

Table 4. Hypotheses testing.

Hypotheses		B value	T value	P value
H1	Brand consciousness-purchase decision	.46	3.503	0,000
H2	Brand distinctiveness-purchase decision	.39	3.050	.002
H3	Brand consciousness-brand distinction	.84	11.153	0,000