经济差距中的品牌嫉妒:了解并减少经济流动性有限的消费者对品牌的恶意妒忌

IF 9.8 1区 管理学 Q1 BUSINESS
Hyuna Bak , Youjae Yi
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引用次数: 0

摘要

本研究探讨了消费者对经济流动性的认知如何影响他们对品牌的情感。我们进行了六次在线实验和四次调查,共有 1236 人参与。我们的研究结果表明,那些认为自己的经济发展机会有限的人,会对成功的品牌产生恶意的嫉妒。这种嫉妒源于他们认为品牌的成功是不应该的。此外,当品牌被认为没有参与慈善捐赠时,这种嫉妒就会加剧。有趣的是,对于被认为付出了更多努力才取得成功的弱势品牌来说,感知到的经济流动性对嫉妒的影响会减弱。由于感知经济流动性低而产生的恶意嫉妒会导致抵制和负面口碑等消极后果。本研究填补了市场营销研究中的一个空白,即传统上侧重于良性嫉妒的研究。通过加深对妒忌的理解,本研究为在流动性较低的社会中管理品牌与消费者的关系提供了策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Brand envy in economic disparity: Understanding and mitigating malicious envy towards brands among consumers perceiving limited economic mobility

This research explores how consumers’ perceptions of economic mobility influence their emotions towards brands. We conducted six online experiments and four surveys involving a total of 1,236 participants. Our findings suggest that individuals who believe they have limited opportunities for economic advancement experience malicious envy towards successful brands. This envy stems from a perception that the brand’s success is undeserved. Furthermore, this envy is exacerbated when brands are not seen as engaging in charitable giving. Interestingly, the effect of perceived economic mobility on envy dissipates for underdog brands, which are perceived as having exerted more effort to achieve success. Malicious envy due to low perceived economic mobility leads to negative consequences such as boycotts and negative word-of-mouth. This study addresses a gap in marketing research, traditionally focused on benign envy. By deepening our understanding of envy, this research offers strategies for managing brand relationships with consumers in less mobile societies.

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来源期刊
CiteScore
20.30
自引率
10.60%
发文量
956
期刊介绍: The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.
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