奢侈时尚品牌的 "酷":小众与大众的 "酷

Q1 Business, Management and Accounting
Sandra Maria Correia Loureiro, Aihoor Aleem, Mike Breazeale
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引用次数: 0

摘要

目的 本研究旨在分析大众品牌酷感与小众品牌酷感对消费者品牌忠诚度的关系,该关系以对品牌的态度为中介,以炫耀性消费为调节;检验炫耀性消费的调节作用以及态度在大众品牌酷感与小众品牌酷感和品牌喜爱之间的中介作用;分析将奢侈品牌划分为小众品牌酷感与大众品牌酷感时,结果是否稳定。设计/方法/途径:研究 1 采用小组样本,以确定对品牌的态度在品牌酷感和品牌忠诚度之间的中介作用。研究 2 是一项实验性调查研究,旨在描述显性消费对大众/小众品牌酷感与品牌喜爱之间的关系,以及大众/小众品牌酷感与品牌态度之间的关系所起的调节作用。研究 3 是一项联合分析,它描述了在奢侈时尚领域,消费者对大众与小众酷品牌的不同评价因素。只有在小众酷品牌的情况下,显性消费才会调节品牌酷度与态度之间的关系。在一个真实的实地实验中,作者证实了态度的中介作用和显性消费的调节作用。作者还试图提供更倾向于与大众奢侈品牌相关的酷度维度,以及更倾向于与小众奢侈品牌相关的酷度维度。 原创性/价值这些研究以奢侈时尚品牌为背景,重新审视了品牌酷度、大众和小众酷度品牌的概念。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Luxury fashion brand coolness: niche versus mass cool
Purpose This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous consumption and the mediating role of attitude between mass versus niche cool brand and brand love; and analyze whether results are stable when categorizing the luxury brands as niche versus mass cool brand. Design/methodology/approach Study 1 uses a panel sample to establish the mediating role of attitude toward the brand between perceptions of brand coolness and brand loyalty. Study 2 is an experimental survey study to describe the moderating role of conspicuous consumption on the relationship between mass/niche brand coolness and brand love and between mass/niche coolness and attitude toward the brand. Study 3 is a conjoint analysis that delineates the distinct factors that consumers attribute to mass versus niche cool brands in the luxury fashion arena. Findings This study demonstrates that attitudes mediate the relationship between brand coolness and brand loyalty. Conspicuous consumption only moderates the relationship between brand coolness and attitudes in the case of niche cool brands. In a realistic field experiment, the authors confirm the mediating impact of attitude and the moderating influence of conspicuous consumption. The authors also attempt to provide coolness dimensions that tend to be more associated with mass luxury brands and those more related to niche luxury brands. Originality/value These studies provide a fresh look at the concept of brand coolness, mass and niche cool brands in the context of luxury fashion brands.
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
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.
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