The influence of personality and social traits on the importance of brand design of luxury brands and brand loyalty

IF 1.1 Q4 BUSINESS
Amirreza Konjkav Monfared, A. Mansouri, Negar Jalilian
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引用次数: 1

Abstract

PurposeBuyers of luxury clothing products usually place great importance on design because they can satisfy their personal needs. However, the underlying motivation for buying luxury products has not been fully understood. Therefore, identifying the factors influencing the choice of luxury products and brand loyalty can provide useful information to a better understanding of the customers' needs of these brands. In fact, in this article, we are trying to determine how personality traits (including the need for uniqueness and self-monitoring) and social traits (including self-expression and self-presentation) influence the importance of design and brand loyalty.Design/methodology/approachA questionnaire was used to collect data. The questionnaire was answered by 386 buyers of luxury clothing brands in Iran. Structural equation modeling was also used for data analysis. Data were analyzed by SPSS 19.0 and AMOS 24.0 software.FindingsThe results of this study show that people who need to be unique pay more attention to the specific designs by expressing their self-expression in their surrounding community, while self-monitors seek acceptance in the community by using common designs. Finally, the results show that the importance of design reduces customer loyalty to the brand.Originality/valueTo the best of the authors' knowledge, this study is the first one to investigate the effect of personality and social traits on the importance of luxury clothing design and brand loyalty using statistical data analysis tools in Iran.
个性和社会特质对奢侈品牌品牌设计重要性和品牌忠诚度的影响
奢侈品的购买者通常非常重视设计,因为它可以满足他们的个人需求。然而,购买奢侈品的潜在动机尚不完全清楚。因此,识别影响奢侈品选择和品牌忠诚度的因素可以为更好地了解消费者对这些品牌的需求提供有用的信息。事实上,在这篇文章中,我们试图确定人格特征(包括独特性和自我监控的需求)和社会特征(包括自我表达和自我展示)如何影响设计和品牌忠诚度的重要性。设计/方法/方法采用问卷调查收集数据。调查问卷由386名伊朗奢侈服装品牌的买家回答。采用结构方程模型进行数据分析。采用SPSS 19.0和AMOS 24.0软件对数据进行分析。本研究的结果表明,需要独特的人更关注特定的设计,通过在周围的社区中表达自己的自我表达,而自我监控者则通过使用共同的设计来寻求社区的接受。最后,结果表明,设计的重要性降低了顾客对品牌的忠诚度。原创性/价值据作者所知,本研究是第一个在伊朗使用统计数据分析工具调查个性和社会特征对奢侈品服装设计重要性和品牌忠诚度的影响的研究。
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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