我对你上瘾了，我的爱:探索品牌上瘾的重要意义

IF 3 Q2 BUSINESS

Vision-The Journal of Business Perspective Pub Date : 2023-06-30 DOI:10.1177/09722629231168758

Vivek Pani Gumparthi, D. Jog, Preeti Sharma

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引用次数: 0

摘要

品牌成瘾是一种最近的消费结构，是消费者与特定品牌之间的一种极端情感关系。关于品牌成瘾的研究一直非常有限。考虑到这一点，本研究旨在调查品牌成瘾是否能在推动其他关键管理成果(即积极的口碑、对负面信息的抵制、支付溢价的意愿和社交媒体关注)的同时推动品牌忠诚度。这些关系是通过306名印度消费者的看法来检验的。本研究采用结构方程模型进行分析。结果证实，品牌忠诚正向中介品牌成瘾与上述其他后果之间的关系。此外，该研究还假设“使用时间”不会显著调节上述关系。

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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I am Addicted to You My Love: Exploring the Crucial Significance of Brand Addiction

Brand addiction is a recent consumer construct and is an extremely affective relationship that a consumer can have with a given brand. Research on brand addiction has been very limited. Keeping this in view, the present study aims to investigate, if brand addiction can drive brand loyalty while driving other crucial managerial outcomes (i.e., positive word of mouth, resistance to negative information, willingness to pay premium and social media following). These relationships are examined using the perceptions of 306 Indian consumers. Structural equation modelling has been used for the analysis of the present study. The results confirm that brand loyalty mediates the relationship between brand addiction and other above-mentioned consequences positively. Further, the study also posits that ‘duration of use’ does not significantly moderate the above-mentioned relationships.

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来源期刊

Vision-The Journal of Business Perspective Multiple-

CiteScore

4.60

自引率

0.00%

发文量

121

期刊介绍： Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.