Journal of Product and Brand Management最新文献_第9页

Artification strategies to improve luxury perceptions: the role of adding an artist name 提高奢侈品认知的人工策略:添加艺术家名字的作用

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-30 DOI: 10.1108/jpbm-10-2020-3136

V. Marín, Cristobal Barra, Jorge Moyano

{"title":"Artification strategies to improve luxury perceptions: the role of adding an artist name","authors":"V. Marín, Cristobal Barra, Jorge Moyano","doi":"10.1108/jpbm-10-2020-3136","DOIUrl":"https://doi.org/10.1108/jpbm-10-2020-3136","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to examine the impact of adding the name of an artist to an art-infused product as a way to improve luxury perceptions. Additionally, the underlying processes are explored through the mediation of perceptions of aesthetics, exclusivity and brand quality.\u0000\u0000\u0000Design/methodology/approach\u0000Two experimental studies were conducted with two independent samples of students (n = 215) and the general population (n = 291). A between-subjects design (artist name: present versus absent) was used to test the main effect and mediation, and it was replicated in two different conditions: low- and high-quality brands.\u0000\u0000\u0000Findings\u0000The results indicate that when an artist’s name is added to the description of an art-infused product, luxury perceptions improve significantly. These results are also explained by a significant complementary mediation of aesthetics, exclusivity and product quality.\u0000\u0000\u0000Originality/value\u0000This paper addresses important issues in the understanding of alternative ways to gain luxury associations through an artification strategy. This paper clearly contributes to expanding the effects of art infusion in branding, considering the use of artists’ names as a luxury perception booster. In addition, this paper provides insight into the underlying processes and guides marketers on how to manage potential artist collaborations in low- or high-quality brand contexts.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46811781","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Fifteen years of customer engagement research: a bibliometric and network analysis 十五年的客户参与度研究：文献计量和网络分析

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-22 DOI: 10.1108/jpbm-01-2021-3301

L. Hollebeek, T. Sharma, Ritesh Pandey, Priyavrat Sanyal, Moira Clark

{"title":"Fifteen years of customer engagement research: a bibliometric and network analysis","authors":"L. Hollebeek, T. Sharma, Ritesh Pandey, Priyavrat Sanyal, Moira Clark","doi":"10.1108/jpbm-01-2021-3301","DOIUrl":"https://doi.org/10.1108/jpbm-01-2021-3301","url":null,"abstract":"\u0000Purpose\u0000In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research.\u0000\u0000\u0000Design/methodology/approach\u0000Based on this gap, this study deploys bibliometric and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors and influential CE articles (2005–2020) are uncovered. Using network analysis, prominent CE themes are also unearthed.\u0000\u0000\u0000Findings\u0000The results document key CE-publishing journals and authors and their respective contributions to the literature. Five CE themes are also identified, including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results.\u0000\u0000\u0000Practical implications\u0000The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs offline) CE offers a range of strategic opportunities, as outlined.\u0000\u0000\u0000Originality/value\u0000This paper offers a pioneering bibliometric and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43064475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 50

Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis 危机情绪对负面口碑和行为意向的影响：来自牛奶危机的证据

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-22 DOI: 10.1108/jpbm-05-2020-2901

Oanh Dinh Yen Nguyen, J. Lee, L. Ngo, Tran Ha Minh Quan

{"title":"Impacts of crisis emotions on negative word-of-mouth and behavioural intention: evidence from a milk crisis","authors":"Oanh Dinh Yen Nguyen, J. Lee, L. Ngo, Tran Ha Minh Quan","doi":"10.1108/jpbm-05-2020-2901","DOIUrl":"https://doi.org/10.1108/jpbm-05-2020-2901","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to explore how emotions felt by the public during a crisis influenced consumer loyalty intention and negative word-of-mouth (WOM). Considering the context-specific nature of emotions, the existing crisis emotions were further validated in a product consumption situation. Drawing on the theories of attribution and social sharing, a conceptual model, positing that crisis-specific emotions [attribution-independent, external-attribution-dependent (EAD) and internal-attribution-dependent (IAD) emotions] influenced negative WOM through behavioural intention, was constructed and empirically tested.\u0000\u0000\u0000Design/methodology/approach\u0000Data was collected from 240 Vietnamese consumers by using a scenario-based survey related to a fictional milk crisis.\u0000\u0000\u0000Findings\u0000The study findings showed that all but one crisis emotion had negative effects on both WOM and loyalty intention. Of these emotions, EAD and IAD were the strongest predictors of negative WOM and behavioural intention, respectively. It was also found that all crisis emotions significantly affected negative WOM through behavioural intention.\u0000\u0000\u0000Originality/value\u0000Although some efforts have been made to identify crisis emotions, the validity of the existing scales have not been affirmed in other crises related to product consumption situations. The results of the present study, thus, made contributions by enhancing an understanding of crisis emotions and their impacts on consumer loyalty intention and WOM communications.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45708554","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 10

“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context “脱颖而出”与“融入”:理解大众传媒在新兴市场背景下的灵感价值

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-19 DOI: 10.1108/jpbm-12-2020-3260

Manish Das, Victor Saha, M. Balaji

{"title":"“Standing out” and “fitting in”: understanding inspiration value of masstige in an emerging market context","authors":"Manish Das, Victor Saha, M. Balaji","doi":"10.1108/jpbm-12-2020-3260","DOIUrl":"https://doi.org/10.1108/jpbm-12-2020-3260","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the role of middle-class consumers’ need for uniqueness (CNFU), consumer susceptibility to interpersonal influence (CSII), inspiration and behavioral intentions toward masstige products. Specifically, this study examines the differential effects of CNFU dimensions, the underlying mechanism of consumer inspiration and the moderating role of CSII in the purchase intentions toward masstige products.\u0000\u0000\u0000Design/methodology/approach\u0000Two studies were carried out to test the proposed relationships. Study 1 examines the differential effect of CNFU dimensions and the mediating role of consumer inspiration for data collected from Tier 1 cities in India. Study 2 replicated Study 1 findings for the jewelry masstige products and tested the moderating role of CSII for data collected from Tier 2 cities. Structural equation modeling was used to test the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The study findings confirm the differential effects of CNFU dimensions on inspiration and its mediating role in masstige products’ purchase intentions. Furthermore, the study found that CSII moderates the effect of CNFU dimensions on inspiration toward masstige (jewelry) purchase intentions. Status does not determine masstige purchase intention.\u0000\u0000\u0000Research limitations/implications\u0000The present study was carried out in the emerging market of India. Future studies should replicate the study findings in other emerging markets.\u0000\u0000\u0000Practical implications\u0000The study findings have important implications for marketers of masstige brands in developing effective marketing strategies in the emerging markets.\u0000\u0000\u0000Originality/value\u0000The study is among the few studies to investigate the differential role of CNFU dimensions and inspiration for masstige brands in an emerging market context.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47395011","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 19

Brand implications of advertising products with their reflections 对广告产品的品牌内涵进行反思

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-16 DOI: 10.1108/JPBM-04-2020-2834

Nazuk Sharma, Marisabel Romero

{"title":"Brand implications of advertising products with their reflections","authors":"Nazuk Sharma, Marisabel Romero","doi":"10.1108/JPBM-04-2020-2834","DOIUrl":"https://doi.org/10.1108/JPBM-04-2020-2834","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to investigate the impact of advertising products with their reflections on some important brand outcomes such as brand purchase likelihood, brand trust and consumer willingness to pay for the advertised product.\u0000\u0000\u0000Design/methodology/approach\u0000This research uses four experiments to assess the effects of advertising products with (vs without) reflections on the focal brand outcomes.\u0000\u0000\u0000Findings\u0000Results evidence a robust negative effect of advertising products with their reflections on the investigated brand outcomes across multiple product categories. Following Signaling Theory, product reflections are found to act as negative signaling devices in brand advertising contexts given that these inverted, false object reproductions are processed with a sense of confusion, ambiguity and uncertainty. Further in line with Signaling Theory, increased product quality uncertainty is determined as the underlying process and brand confidence signaling is tested as a relevant moderator to the proposed effects.\u0000\u0000\u0000Originality/value\u0000This inquiry is the first to systemically investigate brand implications of advertising products with their reflections. Counter to marketers’ aesthetic intuitions, the current research finds that this common advertising practice can actually hurt critical brand outcomes such as brand trust.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41591196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 2

Developing and testing a typology of brand benefit differentiation 开发和测试品牌利益差异的类型

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-16 DOI: 10.1108/JPBM-06-2019-2412

Alexander Farestvedt Hem, M. Supphellen

{"title":"Developing and testing a typology of brand benefit differentiation","authors":"Alexander Farestvedt Hem, M. Supphellen","doi":"10.1108/JPBM-06-2019-2412","DOIUrl":"https://doi.org/10.1108/JPBM-06-2019-2412","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation.\u0000\u0000\u0000Design/methodology/approach\u0000Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation on benefit evaluation and brand attachment were tested in two follow-up studies using path analysis.\u0000\u0000\u0000Findings\u0000A comparison of the association maps of four international brands showed instances of all three types of benefit differentiation – categorical, graded and structural benefit differentiation. The tests of effects revealed that categorical benefit differentiation had negative effects, whereas structural and graded differentiation had positive effects on benefit evaluation and brand attachment, respectively.\u0000\u0000\u0000Research limitations/implications\u0000The findings suggest that other types of benefit differentiation are more important than uniqueness. Future research should test the relevance and usefulness of the typology for other brands and consumer segments.\u0000\u0000\u0000Practical implications\u0000The new typology opens new opportunities for the differentiation of brands. Brand managers should avoid a myopic focus on uniqueness. Rather, they should analyze networks of benefit associations in detail for all three types of differentiation identified in this research and strengthen the level of structural and/or graded differentiation.\u0000\u0000\u0000Originality/value\u0000This research demonstrates, for the first time, the importance of two types of differentiation other than uniqueness. It also supports previous studies showing the negative effects of uniqueness on variables related to brand equity.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45501914","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love 社交媒体上的品牌关系是否激发了年轻消费者的价值共创和支付意愿？品牌爱的作用

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-15 DOI: 10.1108/JPBM-06-2020-2937

E. Wallace, Pedro Torres, M. Augusto, Maryana Stefuryn

{"title":"Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love","authors":"E. Wallace, Pedro Torres, M. Augusto, Maryana Stefuryn","doi":"10.1108/JPBM-06-2020-2937","DOIUrl":"https://doi.org/10.1108/JPBM-06-2020-2937","url":null,"abstract":"\u0000Purpose\u0000Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media.\u0000\u0000\u0000Design/methodology/approach\u0000Data from a study of 332 followers of brands on social media were analysed using structural equation modelling.\u0000\u0000\u0000Findings\u0000Results highlight the role of brand love in mediating the relationship between antecedents online brand engagement and consumer brand identification on intention to co-create value and willingness to pay a premium price. Consumers who trust the brand are more likely to intend to co-create value and are more willing to pay a price premium and these relationships are enhanced when the brand is loved.\u0000\u0000\u0000Practical implications\u0000Findings provide guidance for managers seeking to build brand friendship relationships with young consumers through social media. Results caution against a form of “superficial” friendship where the consumer may interact and co-create value online, yet fail to value the brand, evidenced through a willingness to pay a premium price.\u0000\u0000\u0000Originality/value\u0000The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media. The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44214385","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 24

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands 利益诉求与企业虚伪：对快时尚品牌企业社会责任表现的启示

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-15 DOI: 10.1108/JPBM-04-2020-2850

Xiaoyong Wei, Sojin Jung

{"title":"Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands","authors":"Xiaoyong Wei, Sojin Jung","doi":"10.1108/JPBM-04-2020-2850","DOIUrl":"https://doi.org/10.1108/JPBM-04-2020-2850","url":null,"abstract":"\u0000Purpose\u0000When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands.\u0000\u0000\u0000Design/methodology/approach\u0000This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey.\u0000\u0000\u0000Findings\u0000It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions.\u0000\u0000\u0000Originality/value\u0000This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45557496","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 10

Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach 品牌对负性eom的反馈对品牌爱/恨的影响:一个期望违背的方法

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-14 DOI: 10.1108/jpbm-05-2020-2900

Jing Yang, J. Mundel

{"title":"Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach","authors":"Jing Yang, J. Mundel","doi":"10.1108/jpbm-05-2020-2900","DOIUrl":"https://doi.org/10.1108/jpbm-05-2020-2900","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e. compensation and causal attribution) and brand type (i.e. full-service vs low-cost) in consumers’ expectation violations and the impact of such violations on consumers’ satisfaction and responses to a brand (i.e. brand love and brand hate) were examined.\u0000\u0000\u0000Design/methodology/approach\u0000This study used a 2 (causal attribution: external/brand) × 2 (compensation: present/absent) × 2 (brand type: low cost vs full service) × 2 (industry: airline and hotel) between-subjects experimental design.\u0000\u0000\u0000Findings\u0000Results indicated that the presence (vs absence) of compensation can result in positive consumer expectation violations, which can lead to consumer satisfaction and brand love. Alternately, the absence of compensation can result in negative consumer expectation violations, which can lead to consumers dissatisfaction and brand hate. Moreover, brand type (i.e. full-service vs low-cost) significantly interacted with the presence of compensation in influencing consumers’ responses. The attribution of the cause did not significantly influence consumers’ responses.\u0000\u0000\u0000Practical implications\u0000This study highlights the importance of knowing consumers’ expectations when responding to negative eWOM on social media. Offering compensation is an effective strategy for restoring consumer satisfaction. Specifically, for low-cost brands, offering compensation can lead to even more favorable responses.\u0000\u0000\u0000Originality/value\u0000This study pioneers in exploring the roles of different brand feedback strategies and brand type in influencing consumers’ responses to brands’ handling of negative eWOM. This study revealed the underlying mechanism through the theoretical lens of expectancy violation and examined the impact of expectation violations on consumer satisfaction and brand love and brand hate.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42299244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 13

Assessing levers of guilt in luxury consumption: an international perspective 评估奢侈品消费中的负罪感杠杆：一个国际视角

IF 5.6 2区管理学

Journal of Product and Brand Management Pub Date : 2021-06-10 DOI: 10.1108/JPBM-11-2020-3239

J. Kapferer, P. Valette-Florence

{"title":"Assessing levers of guilt in luxury consumption: an international perspective","authors":"J. Kapferer, P. Valette-Florence","doi":"10.1108/JPBM-11-2020-3239","DOIUrl":"https://doi.org/10.1108/JPBM-11-2020-3239","url":null,"abstract":"\u0000Purpose\u0000For as long as luxury has existed, it has been criticized, by philosophers and moralists, who condemn self-indulgence, hedonism and vanity. Yet these concerns have not prevented the remarkable expansion of the luxury sector, evidence that most buyers revel in unashamed luxury. Modern economists point out the link between the development of the luxury market and the growth of social inequality. This study aims to assess how much guilt consumers feel during luxury purchases and identify its levers.\u0000\u0000\u0000Design/methodology/approach\u0000Based on 3,162 real luxury buyers from 6 countries, both Asian and western, emerging and mature luxury markets, a partial least squares-structural equation models (PLS-SEM) analysis assesses the level of guilt experienced during luxury purchases and identifies which drivers most impact guilt.\u0000\u0000\u0000Findings\u0000This study assesses the presence of a little guilt among a significant portion of luxury buyers across countries. Two countries present extreme scores: the USA (55.6%) and Japan (32%). Overall, the main driver of guilt is that luxury makes economic inequality highly visible; interestingly the pursuit of hedonism reduces the feelings of guilt.\u0000\u0000\u0000Research limitations/implications\u0000These findings have notable implications for luxury companies as the long-term success of this sector would be questionable if it attracts social criticism and induces distressing feelings among clients.\u0000\u0000\u0000Practical implications\u0000Luxury brands need to implement guilt reducing communication strategies.\u0000\u0000\u0000Social implications\u0000The luxury sector as a whole should redefine its purpose and mission.\u0000\u0000\u0000Originality/value\u0000This level of guilt experienced during purchases rarely has been investigated in prior luxury research. Yet luxury addresses larger targets, from the happy few to the happy many. Thanks to PLS-SEM modelization, the same hierarchy of guilt driving factors is revealed across countries.\u0000","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.6,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47378792","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 7