Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2021-07-26 DOI:10.1515/roms-2021-0003

Solon Magrizos, Grigorios Lamprinakos, Ya-Nan Fang, Dimitrios Drossos

引用次数: 3

Abstract

Abstract In this study, we investigate the factors affecting consumers’ purchase intention toward influencers’ personal owned brands. By using the theoretical lens of the Theory of Planned Behaviour (TPB) we explore consumers’ purchase intentions towards influencers own brands and discuss the importance of previously held attitudes, subjective norms and perceived behavioural control. We further develop TPB by adding two further constructs, that of price and self-identity. The reported moderator role of self-identity in the relationship between price and purchase intention under the context of influencers’ personal owned brands suggests that the ‘fan’ status of followers makes them more tolerant to price increases. We discuss theoretical implications and offer suggestions for marketers and consumers alike.

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更进一步：追随者什么时候采用有影响力的人自己的品牌？

摘要在本研究中，我们调查了影响消费者对有影响力的个人自有品牌购买意愿的因素。通过使用计划行为理论（TPB）的理论视角，我们探讨了消费者对有影响力的自有品牌的购买意图，并讨论了先前持有的态度、主观规范和感知行为控制的重要性。我们通过添加两个进一步的结构，即价格和自我认同，来进一步发展TPB。据报道，在影响者个人拥有的品牌背景下，自我认同在价格和购买意愿之间关系中的调节作用表明，追随者的“粉丝”地位使他们对价格上涨更加宽容。我们讨论了理论含义，并为营销人员和消费者提供了建议。

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

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.