Conflicting consumer cultures, shopping rituals, and the challenges of measuring consumer-based brand equity

Monika Hajdas, Joanna Radomska, Aleksandra Szpulak, S. Silva
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Abstract

ABSTRACT Despite the increasing social perspective in branding research, accompanied by more firms creating brands including environmental issues, no studies so far have investigated whether brand narratives referring to polarizing consumer cultures affect brand-related metrics. We explore the impact of shopping rituals rooted in either materialistic or material-resistant consumer culture on consumer-based brand equity. Our research shows that consumers do not assess brand equity based on the narratives associated to any of the cultures, which suggests that in the case of such contextual sensitive research, a more reflexive approach is needed to explore brands’ appeal gained from cultural meanings.
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相互冲突的消费文化、购物习惯,以及衡量消费者品牌资产的挑战
尽管品牌研究中的社会视角越来越多,伴随着越来越多的公司创建包括环境问题的品牌,但迄今为止还没有研究调查涉及两极分化的消费者文化的品牌叙事是否会影响品牌相关指标。我们探讨了植根于物质主义或物质抵制消费文化的购物仪式对消费者品牌资产的影响。我们的研究表明,消费者不会基于与任何文化相关的叙述来评估品牌资产,这表明,在这种情境敏感研究的情况下,需要一种更具反思性的方法来探索品牌从文化意义中获得的吸引力。
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来源期刊
CiteScore
6.80
自引率
6.70%
发文量
37
期刊介绍: The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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