{"title":"品牌自豪感的前因与结果:自恋的调节作用","authors":"Subarna Nandy, Neena Sondhi, Himanshu Joshi","doi":"10.1108/sjme-04-2022-0083","DOIUrl":null,"url":null,"abstract":"Purpose\nThis paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.\n\nDesign/methodology/approach\nStandardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.\n\nFindings\nResults posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.\n\nResearch limitations/implications\nThe study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.\n\nPractical implications\nThe role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.\n\nOriginality/value\nValidation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.\n","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Antecedents and outcomes of brand pride: moderating role of narcissism\",\"authors\":\"Subarna Nandy, Neena Sondhi, Himanshu Joshi\",\"doi\":\"10.1108/sjme-04-2022-0083\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose\\nThis paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.\\n\\nDesign/methodology/approach\\nStandardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.\\n\\nFindings\\nResults posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.\\n\\nResearch limitations/implications\\nThe study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.\\n\\nPractical implications\\nThe role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.\\n\\nOriginality/value\\nValidation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.\\n\",\"PeriodicalId\":37428,\"journal\":{\"name\":\"Spanish Journal of Marketing - ESIC\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-01-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Spanish Journal of Marketing - ESIC\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/sjme-04-2022-0083\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Spanish Journal of Marketing - ESIC","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/sjme-04-2022-0083","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
Antecedents and outcomes of brand pride: moderating role of narcissism
Purpose
This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.
Design/methodology/approach
Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.
Findings
Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.
Research limitations/implications
The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.
Practical implications
The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.
Originality/value
Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.
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.