Individuals' materialism and brand rituals and traditions as drivers of luxury brand love on social media

IF 4.4 3区 管理学 Q2 BUSINESS
Sonia Cruz-Ros, Maria-Jose Miquel-Romero, Rachel W. Y. Yee
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Abstract

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.

Abstract Image

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
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。
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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.
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