How can brands become central in the consumers’ life?

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-02-01 DOI:10.1108/sjme-05-2022-0094

Arnold Japutra, S. Loureiro, Shasha Wang, Haryani Primanti

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引用次数: 0

Abstract

Purpose Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study aims to investigate the relationships between three psychological drivers (i.e. fashion-conscious, chronic shopping orientation and self-esteem), one behavioral driver (i.e. the average frequency of shopping), brand centrality and relationship quality in the fast fashion industry. Design/methodology/approach A survey of 250 fast fashion consumers was conducted and partial least squares-structural equation modeling (PLS-SEM) was used to analyze the data. Findings The study shows that fashion consciousness and chronic shopping orientation are positively related to brand centrality, whereas self-esteem is negatively related to brand centrality. The findings also show that shopping frequency moderates the relationship between fashion consciousness and brand centrality, and between chronic shopping orientation and brand centrality. Post hoc analysis indicates that brand centrality fully mediates the relationship between chronic shopping orientation and relationship quality. Originality/value This study is one of the first studies to investigate the psychological and behavioral drivers of brand centrality.

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品牌如何成为消费者生活的中心?

品牌中心性是一种类似于宗教的品牌-顾客关系，指的是品牌在消费者生活中的中心或核心地位。虽然它在快时尚产业中的作用是突出的，但其驱动因素和影响尚未得到全面研究。本研究旨在探讨快时尚产业中三个心理驱动因素(时尚意识、慢性购物导向和自尊)、一个行为驱动因素(平均购物频率)、品牌中心性和关系质量之间的关系。设计/方法/方法对250名快时尚消费者进行了调查，并使用偏最小二乘结构方程模型(PLS-SEM)对数据进行了分析。研究发现:时尚意识和慢性购物倾向与品牌中心性正相关，自尊与品牌中心性负相关。研究结果还表明，购物频率调节了时尚意识与品牌中心性、慢性购物倾向与品牌中心性之间的关系。事后分析表明，品牌中心性在长期购物取向与关系质量之间具有完全中介作用。原创性/价值本研究是首批探讨品牌中心性的心理和行为驱动因素的研究之一。

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

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.