Brand loyalty through love for a brand’s Facebook page: Roles of motivations and personal traits

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2021-09-03 DOI:10.1080/20932685.2021.1947149

Jinhee Han, Wi-Suk Kwon

引用次数: 4

Abstract

ABSTRACT This study examines how consumers’ motivations influence their love for a brand’s Facebook page and brand loyalty. The role that consumers’ opinion leadership and opinion seeking traits play in driving these motivations was also examined. Results from an online survey with 260 college students revealed that consumers’ self-presentation and self-expressive motivations were significant predictors of consumers’ love for a brand’s Facebook page, which in turn positively influenced brand loyalty. Further, consumers’ opinion seeking trait positively influenced self-presentation motivation, whereas their opinion leadership trait negatively influenced self-expressive motivation. Managerial and theoretical implications are discussed.

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通过对品牌Facebook页面的喜爱获得品牌忠诚度：动机和个人特征的作用

摘要:本研究探讨了消费者的动机如何影响他们对品牌Facebook页面的喜爱和品牌忠诚度。消费者的意见领导和意见寻求特征在推动这些动机中的作用也进行了研究。一项针对260名大学生的在线调查结果显示，消费者的自我呈现动机和自我表达动机是消费者对品牌Facebook页面喜爱程度的显著预测因子，进而正向影响品牌忠诚度。此外，消费者意见寻求特质正向影响自我呈现动机，意见领导特质负向影响自我表达动机。讨论了管理和理论意义。

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

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.

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