个人的物质主义和品牌仪式与传统是社交媒体上奢侈品品牌喜爱的驱动因素

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-01-28 DOI:10.1002/cb.2305
Sonia Cruz-Ros, Maria-Jose Miquel-Romero, Rachel W. Y. Yee
{"title":"个人的物质主义和品牌仪式与传统是社交媒体上奢侈品品牌喜爱的驱动因素","authors":"Sonia Cruz-Ros,&nbsp;Maria-Jose Miquel-Romero,&nbsp;Rachel W. Y. Yee","doi":"10.1002/cb.2305","DOIUrl":null,"url":null,"abstract":"<p>Luxury brands have engaged in social media use, becoming exposed to a wider market but confronting the exclusivity and uniqueness linked to these brands. This paper explores the role of a personality trait and a brand characteristic in brand love by social media users in the luxury fashion industry. Specifically, the individual's materialism (measured by the relevance given to luxury premium prices and fashionability), the essence of the brand perceived through its rituals and traditions, and their influence on self–brand integration are considered. An empirical study is carried out on 432 social media users, and two different research methodologies are conducted: Partial Least Squares Structural Equation Modelling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA). Findings from both methodologies support the relevance of the variables analysed with regard to brand love. However, fsQCA offers a new perspective by identifying that for loving the brand, materialistic individuals also have to value the brand's rituals and traditions; and that personality traits can contribute to brand love, the resultant outcome of the relevance given to a luxury premium price, or to its aesthetic and fashionability, but not to both aspects at the same time; finally, self–brand integration is not necessary for brand love but is sufficient. From these results, managerial implications are suggested in order to favour brand love, as it exerts a strong influence on purchase intention.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"23 4","pages":"1820-1831"},"PeriodicalIF":4.4000,"publicationDate":"2024-01-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.2305","citationCount":"0","resultStr":"{\"title\":\"Individuals' materialism and brand rituals and traditions as drivers of luxury brand love on social media\",\"authors\":\"Sonia Cruz-Ros,&nbsp;Maria-Jose Miquel-Romero,&nbsp;Rachel W. Y. Yee\",\"doi\":\"10.1002/cb.2305\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>Luxury brands have engaged in social media use, becoming exposed to a wider market but confronting the exclusivity and uniqueness linked to these brands. This paper explores the role of a personality trait and a brand characteristic in brand love by social media users in the luxury fashion industry. Specifically, the individual's materialism (measured by the relevance given to luxury premium prices and fashionability), the essence of the brand perceived through its rituals and traditions, and their influence on self–brand integration are considered. An empirical study is carried out on 432 social media users, and two different research methodologies are conducted: Partial Least Squares Structural Equation Modelling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA). Findings from both methodologies support the relevance of the variables analysed with regard to brand love. However, fsQCA offers a new perspective by identifying that for loving the brand, materialistic individuals also have to value the brand's rituals and traditions; and that personality traits can contribute to brand love, the resultant outcome of the relevance given to a luxury premium price, or to its aesthetic and fashionability, but not to both aspects at the same time; finally, self–brand integration is not necessary for brand love but is sufficient. From these results, managerial implications are suggested in order to favour brand love, as it exerts a strong influence on purchase intention.</p>\",\"PeriodicalId\":48047,\"journal\":{\"name\":\"Journal of Consumer Behaviour\",\"volume\":\"23 4\",\"pages\":\"1820-1831\"},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-01-28\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://onlinelibrary.wiley.com/doi/epdf/10.1002/cb.2305\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Behaviour\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/cb.2305\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/cb.2305","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

奢侈品牌参与社交媒体的使用,接触到了更广泛的市场,但也面临着与这些品牌相关的排他性和独特性。本文探讨了社交媒体用户对奢侈时尚行业品牌喜爱的人格特质和品牌特征的作用。具体而言,本文考虑了个人的物质主义(以对奢侈品溢价和时尚性的重视程度来衡量)、通过品牌仪式和传统感知到的品牌精髓,以及它们对自我品牌整合的影响。本研究对 432 名社交媒体用户进行了实证研究,并采用了两种不同的研究方法:部分最小二乘法结构方程模型(PLS-SEM)和模糊集定性比较分析(fsQCA)。两种方法的研究结果都支持所分析的变量与品牌喜爱度的相关性。然而,模糊定性比较分析提供了一个新的视角,即物质至上的个体也必须重视品牌的仪式和传统,才能热爱品牌;个性特征可以促进品牌热爱,这是奢侈品溢价或其美学和时尚性相关性的结果,但不能同时促进两个方面;最后,自我品牌整合不是品牌热爱的必要条件,但却是充分条件。从这些结果中,我们提出了有利于品牌喜爱的管理启示,因为品牌喜爱对购买意向有很大的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

摘要图片

查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
Individuals' materialism and brand rituals and traditions as drivers of luxury brand love on social media

Luxury brands have engaged in social media use, becoming exposed to a wider market but confronting the exclusivity and uniqueness linked to these brands. This paper explores the role of a personality trait and a brand characteristic in brand love by social media users in the luxury fashion industry. Specifically, the individual's materialism (measured by the relevance given to luxury premium prices and fashionability), the essence of the brand perceived through its rituals and traditions, and their influence on self–brand integration are considered. An empirical study is carried out on 432 social media users, and two different research methodologies are conducted: Partial Least Squares Structural Equation Modelling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA). Findings from both methodologies support the relevance of the variables analysed with regard to brand love. However, fsQCA offers a new perspective by identifying that for loving the brand, materialistic individuals also have to value the brand's rituals and traditions; and that personality traits can contribute to brand love, the resultant outcome of the relevance given to a luxury premium price, or to its aesthetic and fashionability, but not to both aspects at the same time; finally, self–brand integration is not necessary for brand love but is sufficient. From these results, managerial implications are suggested in order to favour brand love, as it exerts a strong influence on purchase intention.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
期刊最新文献
Issue Information Omni-channel customer segmentation: A personalized customer journey perspective Service-dominant logic and customer engagement based value proposition framework in peer-to-peer accommodation: A two-study approach Decoding millennials and generation Z consumers' brand behaviors in the Metaverse: The relationships among avatar identification, self‐presence, and psychological dynamics Issue Information
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1