Journal of International Business and Law


Purpose: The purpose of this study is to analyze how purchase intention, attitude towards a new brand and brand loyalty in the Lolita fashion market are affected by the interaction between influence and cost-efficiency. Moreover, the results of this study will help to launch an actual new brand in the business world.

Design: A two (influence level: high versus low) by two (cost- efficiency level: high versus low) experimental design was used. A logistical method was implemented in the survey in order to divide participants into two different groups, based upon dress style. The purpose of this is to analyze their differences more closely. We set the Chinese market as the control group, allowing us to compare it to the U.S. market.

Findings: The analysis confirmed that when the influence is high, cost-efficiency has a positive impact on purchase intention in the U.S. market. The Lolita consumers in both the U.S. market and the Chinese market share the same group characteristics and notions in some aspects. Research Limitation: Future research needs to create a data collecting survey with more questions and an experimental design with more variables. This would aid in obtaining a more accurate result. Further, the participants in future studies should all be Lolita consumers, as in this research, and the focus could extend to other geographically segmented markets.

Practical Implication: The following study has several managerial implications for all new brand managers and startups. First, reducing the cost will enhance cost-efficiency for your brand. Second, reconsider your brand's positioning and segment the market your trying to enter into. It's important to know your consumers and then position your business accordingly. Finally, increase your brand's influence/gain awareness by advertising, having events, etc. Social Implication: This study is very original because it is the first ever recorded academic research on the Lolita market, and all participants are real Lolita consumers, making the research a genuine representation of the Lolita market.

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