Pub Date : 2021-04-27DOI: 10.1177/18393349211011171
S. Kapitan, P. van Esch, Vrinda Soma, Jan H. Kietzmann
Across four studies, over 1,100 participants, and two product categories, we examine the impact of endorser type (celebrity vs. influencer) on consumers’ willingness to pay for an endorsed product (Study 1a). We determine whether the impact of endorser type on willingness to pay is mediated by perceptions of authenticity (Study 1b). Finally, we test how perceptions that an endorser as a content creator (vs. paid promoter) acts as a boundary condition on the effect of authenticity on willingness to pay (Study 2a). Moreover, consumers see an endorsement by influencers who demonstrate they are intrinsically motivated and in creative control over their content as more believable and authentic, which significantly drives their willingness to pay for an endorsed product (Study 2b). We propose that in influencer marketing, marketing practitioners should seek to engage influencers who are authentic and retain control over their own content. Theoretical and practical implications are discussed, and recommendations for future research are presented.
{"title":"Influencer Marketing and Authenticity in Content Creation","authors":"S. Kapitan, P. van Esch, Vrinda Soma, Jan H. Kietzmann","doi":"10.1177/18393349211011171","DOIUrl":"https://doi.org/10.1177/18393349211011171","url":null,"abstract":"Across four studies, over 1,100 participants, and two product categories, we examine the impact of endorser type (celebrity vs. influencer) on consumers’ willingness to pay for an endorsed product (Study 1a). We determine whether the impact of endorser type on willingness to pay is mediated by perceptions of authenticity (Study 1b). Finally, we test how perceptions that an endorser as a content creator (vs. paid promoter) acts as a boundary condition on the effect of authenticity on willingness to pay (Study 2a). Moreover, consumers see an endorsement by influencers who demonstrate they are intrinsically motivated and in creative control over their content as more believable and authentic, which significantly drives their willingness to pay for an endorsed product (Study 2b). We propose that in influencer marketing, marketing practitioners should seek to engage influencers who are authentic and retain control over their own content. Theoretical and practical implications are discussed, and recommendations for future research are presented.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"342 - 351"},"PeriodicalIF":6.0,"publicationDate":"2021-04-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211011171","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43565368","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-08DOI: 10.1177/18393349211005200
Ruth N. Bolton
This commentary offers reflections on how scholars can advance the marketing discipline and contribute to the achievement of the United Nations Sustainable Development Goals (SDGs). It contributes to an Australasian Marketing Journal special issue that examines the SDGs from the perspective of a for-profit organization—an important and under-researched topic. It is organized around three strategic planning questions: What is the current situation with respect to sustainability and marketing? Where is the marketing discipline going vis-à-vis the SDGs? How can it help achieve these goals? This commentary contends all work in marketing should be considered in light of the SDGs and that marketers can create high-impact research that furthers the SDGs by following the principles of Responsible Research in Business and Management (rrbm.network). It considers sustainability trends, the evolution of the marketing discipline, and the gap between SDGs and marketers’ knowledge about how to achieve them. It briefly outlines current research priorities and progress made by marketing scholars on sustainability issues. Last, it describes ways for marketing scholars to engage in responsible research—that is, research that is useful to society and is credible—thereby contributing to achieving the SDGs and improving individual, organizational, societal, and environmental well-being.
{"title":"The Convergence of Sustainability and Marketing: Transforming Marketing to Respond to a New World","authors":"Ruth N. Bolton","doi":"10.1177/18393349211005200","DOIUrl":"https://doi.org/10.1177/18393349211005200","url":null,"abstract":"This commentary offers reflections on how scholars can advance the marketing discipline and contribute to the achievement of the United Nations Sustainable Development Goals (SDGs). It contributes to an Australasian Marketing Journal special issue that examines the SDGs from the perspective of a for-profit organization—an important and under-researched topic. It is organized around three strategic planning questions: What is the current situation with respect to sustainability and marketing? Where is the marketing discipline going vis-à-vis the SDGs? How can it help achieve these goals? This commentary contends all work in marketing should be considered in light of the SDGs and that marketers can create high-impact research that furthers the SDGs by following the principles of Responsible Research in Business and Management (rrbm.network). It considers sustainability trends, the evolution of the marketing discipline, and the gap between SDGs and marketers’ knowledge about how to achieve them. It briefly outlines current research priorities and progress made by marketing scholars on sustainability issues. Last, it describes ways for marketing scholars to engage in responsible research—that is, research that is useful to society and is credible—thereby contributing to achieving the SDGs and improving individual, organizational, societal, and environmental well-being.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"107 - 112"},"PeriodicalIF":6.0,"publicationDate":"2021-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211005200","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44020615","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-08DOI: 10.1177/18393349211005201
A. Tripathi, N. Pandey
There is no clarity on when and why consumers prefer specific sales promotions for the green versus non-green products. This research conducts a comparative analysis through three experiments to provide a theoretical explanation. It enhances the understanding of the impact of bonus pack versus price discount promotions for different characteristics, varying purchase volume, and the effect of information on buyers’ choices. The results show that buyers do not prefer price discounts when purchasing low-involvement green products, and they do not prefer bonus packs when purchasing low-involvement non-green products. Remarkably, for high-involvement products, the buyers prefer bonus packs when purchasing green products; however, they show no specific inclination while purchasing non-green products. These effects are further influenced by emphasizing deal-savings and varying purchase volume. In addition, this research explains the reason for consumers’ deal preferences through identifying the mediating role of the anticipated regret and conditional indirect effect of perceived expertise. The findings have significant practical implications.
{"title":"Consumers’ Perceptions of Deal Presentations for Green Products","authors":"A. Tripathi, N. Pandey","doi":"10.1177/18393349211005201","DOIUrl":"https://doi.org/10.1177/18393349211005201","url":null,"abstract":"There is no clarity on when and why consumers prefer specific sales promotions for the green versus non-green products. This research conducts a comparative analysis through three experiments to provide a theoretical explanation. It enhances the understanding of the impact of bonus pack versus price discount promotions for different characteristics, varying purchase volume, and the effect of information on buyers’ choices. The results show that buyers do not prefer price discounts when purchasing low-involvement green products, and they do not prefer bonus packs when purchasing low-involvement non-green products. Remarkably, for high-involvement products, the buyers prefer bonus packs when purchasing green products; however, they show no specific inclination while purchasing non-green products. These effects are further influenced by emphasizing deal-savings and varying purchase volume. In addition, this research explains the reason for consumers’ deal preferences through identifying the mediating role of the anticipated regret and conditional indirect effect of perceived expertise. The findings have significant practical implications.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"331 - 341"},"PeriodicalIF":6.0,"publicationDate":"2021-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211005201","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43384723","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-05DOI: 10.1177/18393349211005061
Nicolas Hamelin, Sameh Al-Shihabi, S. Quach, Park Thaichon
This research used a novel method in which biometric data and data envelopment analysis (DEA) (a statistical tool generally used for multi-criteria decision making) were used to assess advertising effectiveness. Facial detection and eye-tracking analyses were used to measure participants’ reactions to 14 real estate advertisements. Each of the 14 advertisements had been suggested to a real estate company by a creative advertisement company for a real upcoming advertising campaign in Modern Living for Males and Females. A total of 20 females and males, each of whom wanted to purchase a property, participated in this study. The real estate company was not sure which advertisement to select or which advertisement would be more effective in relation to the male and female target markets. The eye-tracking analysis provided useful information in relation to advertisement design efficiency and cue saliency, which can also affect participants’ emotional responses. DEA was employed to process attention, engagement, and joy provoked by the advertisements. The advertising materials were then benchmarked for each gender using the R studio and R Core Team and a robust DEA for the R (rDEA) package. Furthermore, we used an output-oriented model and variable returns-to-scale to identify the advertisement which maximized the positive emotional responses of each gender, revealing significant differences between males and females in relation to ad effectiveness.
{"title":"Forecasting Advertisement Effectiveness: Neuroscience and Data Envelopment Analysis","authors":"Nicolas Hamelin, Sameh Al-Shihabi, S. Quach, Park Thaichon","doi":"10.1177/18393349211005061","DOIUrl":"https://doi.org/10.1177/18393349211005061","url":null,"abstract":"This research used a novel method in which biometric data and data envelopment analysis (DEA) (a statistical tool generally used for multi-criteria decision making) were used to assess advertising effectiveness. Facial detection and eye-tracking analyses were used to measure participants’ reactions to 14 real estate advertisements. Each of the 14 advertisements had been suggested to a real estate company by a creative advertisement company for a real upcoming advertising campaign in Modern Living for Males and Females. A total of 20 females and males, each of whom wanted to purchase a property, participated in this study. The real estate company was not sure which advertisement to select or which advertisement would be more effective in relation to the male and female target markets. The eye-tracking analysis provided useful information in relation to advertisement design efficiency and cue saliency, which can also affect participants’ emotional responses. DEA was employed to process attention, engagement, and joy provoked by the advertisements. The advertising materials were then benchmarked for each gender using the R studio and R Core Team and a robust DEA for the R (rDEA) package. Furthermore, we used an output-oriented model and variable returns-to-scale to identify the advertisement which maximized the positive emotional responses of each gender, revealing significant differences between males and females in relation to ad effectiveness.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"313 - 330"},"PeriodicalIF":6.0,"publicationDate":"2021-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211005061","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49632603","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-05DOI: 10.1177/18393349211005056
N. Noor, Sally Rao Hill, I. Troshani
Artificial intelligence service agents (AISA), such as chatbots and virtual assistants, are becoming increasingly pervasive in service. Research to date has not adequately addressed how the unique nature of AISA shape consumers’ service quality expectations. A deeper understanding of AISA service quality is important for their successful deployment in the service sector. To address this gap, we reviewed marketing and information systems literatures and conducted qualitative in-depth interviews with 37 informants, inclusive of 28 AISA users and nine AISA experts. We developed a conceptual framework for how consumers use and evaluate AISA. Twelve service quality dimensions emerged from the qualitative evidence representing AISA service quality, two of which align with AISA’s unique characteristics. The study extends the service quality theory to a new context and offers fresh insights for theory and practice. It culminates with a research agenda to advance research on AISA service quality.
{"title":"Recasting Service Quality for AI-Based Service","authors":"N. Noor, Sally Rao Hill, I. Troshani","doi":"10.1177/18393349211005056","DOIUrl":"https://doi.org/10.1177/18393349211005056","url":null,"abstract":"Artificial intelligence service agents (AISA), such as chatbots and virtual assistants, are becoming increasingly pervasive in service. Research to date has not adequately addressed how the unique nature of AISA shape consumers’ service quality expectations. A deeper understanding of AISA service quality is important for their successful deployment in the service sector. To address this gap, we reviewed marketing and information systems literatures and conducted qualitative in-depth interviews with 37 informants, inclusive of 28 AISA users and nine AISA experts. We developed a conceptual framework for how consumers use and evaluate AISA. Twelve service quality dimensions emerged from the qualitative evidence representing AISA service quality, two of which align with AISA’s unique characteristics. The study extends the service quality theory to a new context and offers fresh insights for theory and practice. It culminates with a research agenda to advance research on AISA service quality.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"297 - 312"},"PeriodicalIF":6.0,"publicationDate":"2021-04-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211005056","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46724472","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-24DOI: 10.1177/1839334921999500
I. Erdogmus, Gülsu Eskiyenentürk, Melisa Karakaya Arslan
This paper investigates how luxury values act as antecedents of Generation Y consumer’s adoption of online luxury purchasing technologies. Research findings based on 509 Generation Y luxury consumers in Turkey reveal that well-accepted luxury consumer values-namely functional, hedonic, social values -as well as product availability play a significant role on Generation Y consumers’ acceptance of online luxury purchasing technologies. Price consciousness value, which is an essential consumer value of online marketing, is not a significant antecedent in the model. Furthermore, the results of the study also demonstrate that perceived ease of use does not directly impact attitude toward purchasing luxury online. In that way, this research extends the technology acceptance model for online luxury purchasing. Based on the findings, key theoretical and practical implications are explored and discussed.
{"title":"Why Do Generation Y Consumers Adopt Online Luxury Technologies: A Values Approach","authors":"I. Erdogmus, Gülsu Eskiyenentürk, Melisa Karakaya Arslan","doi":"10.1177/1839334921999500","DOIUrl":"https://doi.org/10.1177/1839334921999500","url":null,"abstract":"This paper investigates how luxury values act as antecedents of Generation Y consumer’s adoption of online luxury purchasing technologies. Research findings based on 509 Generation Y luxury consumers in Turkey reveal that well-accepted luxury consumer values-namely functional, hedonic, social values -as well as product availability play a significant role on Generation Y consumers’ acceptance of online luxury purchasing technologies. Price consciousness value, which is an essential consumer value of online marketing, is not a significant antecedent in the model. Furthermore, the results of the study also demonstrate that perceived ease of use does not directly impact attitude toward purchasing luxury online. In that way, this research extends the technology acceptance model for online luxury purchasing. Based on the findings, key theoretical and practical implications are explored and discussed.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"29 1","pages":"341 - 353"},"PeriodicalIF":6.0,"publicationDate":"2021-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999500","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43280824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-23DOI: 10.1177/18393349211002534
S. Khan, F. Septianto, P. Putra
Requesting customers to “round up” the total for their purchases to the next whole dollar and donating the difference has been a recent trend among some companies. A recent study argues that a roundup donation request reduces the perceived pain of donating, thus making it more effective as compared with a flat donation request; however, the present research argues that a roundup donation request can also have potential negative returns. This article demonstrates across two experimental studies, that consumers report lower repurchase intentions when approached with a roundup (vs. flat) donation request, due to an increased anticipated negative affect associated with refusing such a request. Moreover, such effects only occur among consumers with utilitarian (but not hedonic) purchase motives. The findings of this research extend prior research in this area by highlighting the potential negative consequences of roundup donation requests.
{"title":"Negative Effect of Roundup Requests on Repurchase Intentions","authors":"S. Khan, F. Septianto, P. Putra","doi":"10.1177/18393349211002534","DOIUrl":"https://doi.org/10.1177/18393349211002534","url":null,"abstract":"Requesting customers to “round up” the total for their purchases to the next whole dollar and donating the difference has been a recent trend among some companies. A recent study argues that a roundup donation request reduces the perceived pain of donating, thus making it more effective as compared with a flat donation request; however, the present research argues that a roundup donation request can also have potential negative returns. This article demonstrates across two experimental studies, that consumers report lower repurchase intentions when approached with a roundup (vs. flat) donation request, due to an increased anticipated negative affect associated with refusing such a request. Moreover, such effects only occur among consumers with utilitarian (but not hedonic) purchase motives. The findings of this research extend prior research in this area by highlighting the potential negative consequences of roundup donation requests.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"288 - 296"},"PeriodicalIF":6.0,"publicationDate":"2021-03-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/18393349211002534","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42895371","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-22DOI: 10.1177/1839334921998874
Farhan Ashik, Archana Voola, R. Voola, Jamie Carlson, Jessica Wyllie
This article explores the importance of employing intersectionality when investigating food well-being (FWB) in poverty framework. We argue that this approach provides a more nuanced and realistic lens for both marketers and policy makers when developing FWB strategies in the context of poverty. To this end, this article focuses on the intersection of ethnicity and gender to examine food consumption practices of two groups of women living in poverty in Bangladesh. Specifically, the research design uses semi-structured interviews with 16 Santal (ethnic minority) and 14 Muslim (ethnic majority) women to explore commonalities and differences in their consumption experiences. The findings provide new insights into how marketers and policy makers can engage with diverse ethnic communities to enhance their FWB. This article contributes to the FWB literature by introducing intersectionality as a mechanism to uncover differences in advantage and disadvantage based on overlapping categories of ethnicity, gender, and class. Implications for marketers and policy makers include (a) developing food policies that pay attention and respect to cultural norms and sociohistorical experiences, (b) creating and shaping social networks, (c) investing in infrastructure and utilities that prioritize ethnic minorities, and (d) seeking out jugaad (frugal) innovations.
{"title":"Advancing Food Well-Being in Poverty Through Intersectionality","authors":"Farhan Ashik, Archana Voola, R. Voola, Jamie Carlson, Jessica Wyllie","doi":"10.1177/1839334921998874","DOIUrl":"https://doi.org/10.1177/1839334921998874","url":null,"abstract":"This article explores the importance of employing intersectionality when investigating food well-being (FWB) in poverty framework. We argue that this approach provides a more nuanced and realistic lens for both marketers and policy makers when developing FWB strategies in the context of poverty. To this end, this article focuses on the intersection of ethnicity and gender to examine food consumption practices of two groups of women living in poverty in Bangladesh. Specifically, the research design uses semi-structured interviews with 16 Santal (ethnic minority) and 14 Muslim (ethnic majority) women to explore commonalities and differences in their consumption experiences. The findings provide new insights into how marketers and policy makers can engage with diverse ethnic communities to enhance their FWB. This article contributes to the FWB literature by introducing intersectionality as a mechanism to uncover differences in advantage and disadvantage based on overlapping categories of ethnicity, gender, and class. Implications for marketers and policy makers include (a) developing food policies that pay attention and respect to cultural norms and sociohistorical experiences, (b) creating and shaping social networks, (c) investing in infrastructure and utilities that prioritize ethnic minorities, and (d) seeking out jugaad (frugal) innovations.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"30 1","pages":"278 - 287"},"PeriodicalIF":6.0,"publicationDate":"2021-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921998874","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47109360","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-22DOI: 10.1177/1839334921999498
J. Workman, Seunghee Lee
This article contains the results of two studies that were designed to propose a working definition of non-luxury product brand charisma and to examine a non-luxury product brand charisma scale that had been adapted from a generic human charisma scale within the contextual framework of consumer–brand relationships incorporating the variables of gender, brand category (mass market vs. masstige), and related brand variables (brand engagement, brand love, and brand prestige). The non-luxury product brand charisma data were factor analyzed revealing four factors accounting for 71.9% of the total variance: Symbolic, Psychological, Experiential, and Functional. Findings from Studies 1 and 2 were similar: (a) ratings of non-luxury product brand charisma factors (symbolic and psychological) differentiated between masstige and mass market brands; (b) there were no gender differences in ratings of non-luxury product brand charisma for a favorite brand; and (c) non-luxury product brand charisma was significantly correlated with related brand variables.
{"title":"Adaptation and Extension of a Human Charisma Scale to Measure Non-luxury Product Brand Charisma","authors":"J. Workman, Seunghee Lee","doi":"10.1177/1839334921999498","DOIUrl":"https://doi.org/10.1177/1839334921999498","url":null,"abstract":"This article contains the results of two studies that were designed to propose a working definition of non-luxury product brand charisma and to examine a non-luxury product brand charisma scale that had been adapted from a generic human charisma scale within the contextual framework of consumer–brand relationships incorporating the variables of gender, brand category (mass market vs. masstige), and related brand variables (brand engagement, brand love, and brand prestige). The non-luxury product brand charisma data were factor analyzed revealing four factors accounting for 71.9% of the total variance: Symbolic, Psychological, Experiential, and Functional. Findings from Studies 1 and 2 were similar: (a) ratings of non-luxury product brand charisma factors (symbolic and psychological) differentiated between masstige and mass market brands; (b) there were no gender differences in ratings of non-luxury product brand charisma for a favorite brand; and (c) non-luxury product brand charisma was significantly correlated with related brand variables.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"29 1","pages":"277 - 287"},"PeriodicalIF":6.0,"publicationDate":"2021-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999498","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43258504","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-03-22DOI: 10.1177/1839334921999502
Racheal Louis Vincent, S. Gaur
This article investigates consumers’ motives for using closet sharing services to satisfy their desire for luxury fashion brands. A thematic analytic procedure is carried out in six phases. Qualitative data in the form of testimonials from both renters and lenders were collected from Style Lend’s blog, also known as “The Style Lend Insider.” Findings indicate that there are eight main categories of motives for sharing closets. These motives are fashion innovativeness, hedonic experience, economic, sustainability, utilitarian, social, need for uniqueness, and no burden of ownership. Our study also provides theoretical and practical insights into relevant stakeholders related to the collaborative fashion consumption of luxury brands.
{"title":"Luxury for Hire: Motivations to Use Closet Sharing","authors":"Racheal Louis Vincent, S. Gaur","doi":"10.1177/1839334921999502","DOIUrl":"https://doi.org/10.1177/1839334921999502","url":null,"abstract":"This article investigates consumers’ motives for using closet sharing services to satisfy their desire for luxury fashion brands. A thematic analytic procedure is carried out in six phases. Qualitative data in the form of testimonials from both renters and lenders were collected from Style Lend’s blog, also known as “The Style Lend Insider.” Findings indicate that there are eight main categories of motives for sharing closets. These motives are fashion innovativeness, hedonic experience, economic, sustainability, utilitarian, social, need for uniqueness, and no burden of ownership. Our study also provides theoretical and practical insights into relevant stakeholders related to the collaborative fashion consumption of luxury brands.","PeriodicalId":47402,"journal":{"name":"Australasian Marketing Journal","volume":"29 1","pages":"306 - 319"},"PeriodicalIF":6.0,"publicationDate":"2021-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1839334921999502","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45518188","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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