The Role of Self-Construal and Emotionsin Younger Consumers’ Commitment to Luxury Brands
2
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
Despite the increasing recognition of the value of emotions and younger consumers in luxury market segments, little research has focused on the role consumer characteristics and emotions play in younger consumers’ commitment to luxury brands. Drawing on the identity-motivation model and the idea of self-construal, this study identifies the contributing factors of younger consumers’ commitment to luxury fashion brands. Specifically, this study examines the role of consumer characteristics (i.e., self-construal), the self-expressiveness of brands, and emotional factors (i.e., brand love and brand attachment) in developing consumer-brand relationships. The proposed model was tested with college students in the U.S., which supplied a representative group of younger consumers of luxury fashion brands. The data were collected using web-based surveys and analyzed using structural equation modeling method. The results showed that consumers who were characterized with interdependent self-construal had positive perceptions of self-expressive luxury fashion brands. Furthermore, the perception of self-expressive brands promotes the consumers’ brand love of and brand attachmentto luxury fashion brands. Also, while both improved brand commitment, brand attachment had a greater impact on brand commitment than brand love. This study contributes to the literature by identifying driving forces of younger consumers’ brand commitment. It also provides managerial implications for luxury fashion brands.
Abstract
Despite the increasing recognition of the value of emotions and younger consumers in luxury market segments, little research has focused on the role consumer characteristics and emotions play in younger consumers’ commitment to luxury brands. Drawing on the identity-motivation model and the idea of self-construal, this study identifies the contributing factors of younger consumers’ commitment to luxury fashion brands. Specifically, this study examines the role of consumer characteristics (i.e., self-construal), the self-expressiveness of brands, and emotional factors (i.e., brand love and brand attachment) in developing consumer-brand relationships. The proposed model was tested with college students in the U.S., which supplied a representative group of younger consumers of luxury fashion brands. The data were collected using web-based surveys and analyzed using structural equation modeling method. The results showed that consumers who were characterized with interdependent self-construal had positive perceptions of self-expressive luxury fashion brands. Furthermore, the perception of self-expressive brands promotes the consumers’ brand love of and brand attachmentto luxury fashion brands. Also, while both improved brand commitment, brand attachment had a greater impact on brand commitment than brand love. This study contributes to the literature by identifying driving forces of younger consumers’ brand commitment. It also provides managerial implications for luxury fashion brands.
참고문헌 (49)
- Aaker, D. A., "Managing brand equity" (1991), The Free Press
- Aaker, D. A., "Building strong brands" (1996), The Free Press
- Aaker, J. L., "The malleable self : The role of self-expression in persuasion", Journal of Consumer Research, 36(1), pp.45~57 (1999)
- Ahluwalia, R., "The moderating role of commitment onthe spillover effect of marketing communications", Journal of Marketing Research, 38(4), pp.458~470 (2001)
- Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach", Psychological Bulletin, 103, pp.411~423 (1988)
- Arbuckle, J. L., "Amos 17. 0 user’s guide" (2008), Amos Development Corporation
- Batra, R., "Brand love", Journal of Marketing, 76(2), pp.1~16 (2011)
- Bearden, W. O., "Reference group influence on product and brand purchase decision", Journal of Consumer Research, 9, pp.183~194 (1982)
- Belk, R., "Possessions and the extended self", Journal of Consumer Research, 15(2), pp.139~68 (1988)
- Berger, J., "Where consumers diverge from others : Identity signaling and product domains", Journal of Consumer Research, 34(2), pp.121~134 (2007)
- Bian, Q., "Purchase intention for luxury brands: A cross cultural comparison", Journal of Business Research
- Bowlby, J., "The making and breaking of affectional bonds" (1979), Tavistock
- Calder, B. Y., "The concept of external validity", Journal of Consumer Research, 9(3), pp.240~244 (1982)
- Carroll, B. A., "Some antecedents and outcomes of brand love", Marketing Letter, 17(2), pp.79~89 (2006)
- Chaudhuri, A., "The chain effects from brand trust and brand affect to brand performance : The role of brand loyalty", Journal of Marketing, 62(2), pp.81~93 (2001)
- Collins, N. L., "Adult attachment, working models and relationship quality in dating couples", Journal of Personality and Social Psychology, 58(4), pp.644~663 (1990)
- DeBono, K. G., "Investigating the social-adjustive and value-expressive functions of attitudes : Implications for persuasion processes", Journal of Personality and Social Psychology, 52, pp.279~287 (1987)
- Escalas, J. E., "Self-construal, reference groups, and brand meaning", Journal of Consumer Research, 32(3), pp.378~389 (2005)
- Fionda, A., "The anatomy of the luxury fashion brand", Journal of Brand Management, 16(5), pp.347~363 (2009)
- Fournier, S. M., "Consumers and their brands : developing relationship theory in consumer research", Journal of Consumer Research, 24(4), pp.343~373 (1998)
- Fournier, S. M., "A consumer-brand relationship framework for strategic brand Management", 박사, pp.1994
- Fullerton, G., "When does commitment lead to loyalty?", Journal of Service Research, 5(4), pp.333~344 (2003)
- Grisaffe, D. B., "Antecedents of emotional attachment to brands", Journal of Business Research, 64(10), pp.1052~1059 (2011)
- IBISWorld, "Clothing accessories stores in the US", 1~44 (2010)
- Keller, K. L., "Building customer-based brand equity", Marketing Management, 10(2), pp.14~21 (2001)
- Kirmani, A., "The self and the brand", Journal of Consumer Psychology, 19, pp.271~275 (2009)
- Kleine, S. S., "How is a possession ‘me’ or ‘not me’? Characterizing types and an antecedent of material possession attachment", Journal of Consumer Research, 22(3), pp.327~343 (1995)
- Mandel, N., "Images of success and the preference for luxury brands", Journal of Consumer Psychology, 16(1), pp.57~69 (2006)
- Markus, H. R., "Culture and the self : Implications for cognition, emotion, and motivation", Psychological Review, 98(2), pp.224~253 (1991)
- Markus, H., "Self-information and processing information about the self", Journal of Personality and Social Psychology, 35(2), pp.63~78 (1977)
- Moorman, C., "Relationships between providers and users of marketing research : the dynamics of trust within and between organizations", Journal of Marketing Research, 29(3), pp.314~329 (1992)
- Morgan, R. M., "The commitmenttrust theory of relationship marketing", Journal of Marketing, 38, pp.20~38 (1994)
- Nunnally, J., "Psychometric theory" (1978), McGraw Hill
- Okonkwo, U., "Luxury fashion branding" (2007), Palgrave Macmillan
- Oyserman, D., "Identity-based motivation : Implications for action-readiness, procedural-readiness, and consumer behavior", Journal of Consumer Psychology, 19(3), pp.250~260 (2009)
- Park, C. W., "What’s in and what’s out : Questions on the boundaries of the attitude construct", Journal of Consumer Research, 33(1), pp.16~18 (2006)
- Park, C. W., "Brand attachment : Construct, consequences and causes" (2009), Now Publishers
- Park, C. W., "Brand attachment : Constructs, consequences, and causes", Foundations and Trends in Marketing, 1(3), pp.191~230 (2006)
- Patwardhan, H., "Brand romance : A complementary approach to explain emotional attachment toward brands", Journal of Product & Brand Management, 20(4), pp.297~308 (2011)
- Peelen, E., "Customer relationship management", pp.2003, Prentice Hall
- Shukla, P., "Comparing the importance of luxury value perceptions in crossnational contexts", Journal of Business Research
- Singelis, T. M., "The measurement of independent and interdependent self-construals", Personality and Social Psychology Bulletin, 20, pp.580~591 (1994)
- Sirgy, M. J., "Self-concept in consumer behavior : A critical review", Journal of Consumer Research, 9(3), pp.287~300 (1982)
- Swaminathan, V., "‘My’ brand or ‘our’ brand : The effectsof brand relationship dimensions and self-construalon brand evaluations", Journal of Consumer Research, 34(2), pp.248~259 (2007)
- Tajfel, H., "Social psychology of intergroup relations", Annual Review of Psychology, 33, pp.1~39 (1982)
- Tajfel, H., "An integrative theory of intergroup conflict, In The social psychology of intergroup relations", pp.1979, Brooks
- Thomson, M., "The ties that bind : Measuring the strength of consumers’ emotional attachments to brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)
- Truong, Y., "Personal aspirations and the consumption of luxury goods", International Journal of Market Research, 52(5), pp.653~672 (2010)
- White, K., "Are all out-groups created equal? Consumer identity and dissociative influence", Journal of Consumer Research, 34(4), pp.525~536 (2007)