Handmade virtual messages to promote foreign fashion brands in Instagram
1
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this paper is to assess whether a handmade message communicated on the social media network can enhance brand love to a handmade fashion brand and how brand love can lead to different consumer responses including enhanced perceived country of origin image of the brand, higher social media engagement and increased purchase intention towards the brand. An experimental online design was used to measure the effect of handmade product descriptor cues in an Instagram post, which generated 287 valid responses. The data was analyzed using partial least squares-structural equation modeling (PLS). The results mainly support the model by confirming that positive attitudes to handmade fashion products enhances brand love. The study’s findings also suggest positive associations between brand love and macrocountry image, social media engagement and purchase intention. Social media engagement and micro-country image were also found as antecedents of purchase intention. This research adds further insights in the study of brand love towards international fashion brands considering the role that social media and the use of handmade product descriptor cues play in the international promotion of Spanish Fashion Small Medium Enterprises.
Abstract
The purpose of this paper is to assess whether a handmade message communicated on the social media network can enhance brand love to a handmade fashion brand and how brand love can lead to different consumer responses including enhanced perceived country of origin image of the brand, higher social media engagement and increased purchase intention towards the brand. An experimental online design was used to measure the effect of handmade product descriptor cues in an Instagram post, which generated 287 valid responses. The data was analyzed using partial least squares-structural equation modeling (PLS). The results mainly support the model by confirming that positive attitudes to handmade fashion products enhances brand love. The study’s findings also suggest positive associations between brand love and macrocountry image, social media engagement and purchase intention. Social media engagement and micro-country image were also found as antecedents of purchase intention. This research adds further insights in the study of brand love towards international fashion brands considering the role that social media and the use of handmade product descriptor cues play in the international promotion of Spanish Fashion Small Medium Enterprises.
참고문헌 (53)
- Ajzen, I., "Attitude-behavior relations: A theoretical analysis and review of empirical research", Psychological Bulletin, 84(5), pp.888~918 (1977)[DOI]
- Batra, R., "Brand love", Journal of Marketing, 76(2), pp.1~16 (2012)[DOI]
- Bhaduri, G., "To (or not to) label products as artisanal: Effect of fashion involvement on customer perceived value", The Journal of Product & Brand Management, 26(2), pp.177~189 (2017)[DOI]
- Carroll, B. A., "Some antecedents and outcomes of brand love", Marketing Letters, 17(2), pp.79~90 (2006)[DOI]
- Chin, W. W., "The partial least squares approach to structural equation modeling", Modern Methods for Business Research, 295(2), pp.295~336 (1998)
- Choi, Y. K., "The effects of anthropomorphic agents on advertising effectiveness and the mediating role of presence", Journal of Interactive Advertising, 2(1), pp.19~32 (2001)[DOI]
- Collins-Dodd, C., "Store brands and retail differentiation: The influence of store image and store brand attitude on store own brand perceptions", Journal of Retailing and Consumer Services, 10(6), pp.345~352 (2003)[DOI]
- Feingold, A., "Good-looking people are not what we think", Psychological Bulletin, 111(2), pp.304~341 (1992)[DOI]
- Fornell, C., "Structural equation models with unobservable variables and measurement", Journal of Marketing Research, 18(3), pp.382~388 (1981)
- Frizzo, F., "The genuine handmade: how the production method influences consumers’ behavioral intentions through naturalness and authenticity", Journal of Food Products Marketing, 26(4), pp.279~296 (2020)[DOI]
- Fuchs, S. M., "The handmade effect: What’s love got to do with it?", Journal of Marketing, 79(2), pp.98~110 (2015)[DOI]
- Garcia De Los Salmones, M. D. M., "The effects of macro and micro country image on consumer brand preferences", Journal of International Consumer Marketing, 34(2), pp.137~150 (2022)[DOI]
- Hair, J. F., "A primer on partial least squares structural equation modeling (PLS-SEM)" (2022), Sage
- Hair, J. F., "An assessment of the use of partial least squares structural equation modeling in marketing research", Journal of the Academy of Marketing Science, 40(3), pp.414~433 (2012)[DOI]
- Henseler, J., "A new criterion for assessing discriminant validity in variance-based structural equation modeling", Journal of the Academy of Marketing Science, 43(1), pp.115~135 (2015)[DOI]
- Heslop, L. A., "Product-Country Images: Impact and Role in International Marketing" (1993), Routler
- Hollebeek, L. D., "Consumer brand engagement in social media: Conceptualization, scale development and validation", Journal of Interactive Marketing, 28(2), pp.149~165 (2014)[DOI]
- Hsu, "Investigating the brand evangelism effect of community fans on social networking sites", Online Information Review, 43(5), pp.842~866 (2019)[DOI]
- Hung, K. P., "Antecedents of luxury brand purchase intention", Journal of Product & Brand Management, 20(6), pp.457~467 (2011)[DOI]
- ICEX España Exportación e Inversiones(Spanish agency for the promotion of investment and exports), "Analysis of Spanish foreign trade. Report retrieved from the data supplied by the AEAT Customs and Special Taxes Department. Flow: Export, Year: 2021 (Jan-Nov) ICEX Sectors: 302 Fashion", ~ (2021)
- INE, "Directorio Central de Empresas (DIRCE) a 1 de enero de 2021", ~ (2021)
- Ismail, A. R., "Marketing dynamism & sustainability: Things change, things stay the same", pp.462~471 (2015), Springer International Publishing
- Kang, A., "Brand love–moving beyond loyalty an empirical investigation of perceived brand love of Indian consumer", Arab Economic and Business Journal, 10(2), pp.90~101 (2015)[DOI]
- Lampert, S. I., "A dynamic approach to country-of-origin effect", European Journal of Marketing, 32(1), pp.61~78 (1998)[DOI]
- Leguina, A., "A primer on partial least squares structural equation modeling (PLS-SEM)", International Journal of Research & Method in Education, 38(2), pp.220~221 (2015)[DOI]
- Liapati, G., "The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing", Journal of Global Fashion Marketing, 6(4), pp.251~264 (2015)[DOI]
- Liu, C. S., "Love is in the menu: Leveraging healthy restaurant brands with handwritten typeface", Journal of Business Research, 98, pp.289~298 (2019)[DOI]
- Michon, R., "The influence of mall environment on female fashion shoppers’ value and behaviour", Journal of Fashion Marketing and Management: An International Journal, 12(4), pp.456~468 (2008)[DOI]
- Nadeau, J., "Destination in a country image context", Annals of Tourism Research, 35(1), pp.84~106 (2008)[DOI]
- Nebenzahl, I. D., "Personifying country of origin research", Management International Review, 43(4), pp.383~406 (2003)
- Oberecker, E. M., "Consumers’ emotional bonds with foreign countries: Does consumer affinity affect behavioral intentions?", Journal of International Marketing, 19(2), pp.45~72 (2011)[DOI]
- Olson, J. C., "Advances in Consumer Research (Vol. 5)", pp.706~713 (1978), Association for Consumer Research
- "Universia Business Review", 2014, 18~39
- Pappu, R., "Country image and consumer-based brand equity: Relationships and implications for international marketing", Journal of International Business Studies, 38(5), pp.726~745 (2007)[DOI]
- Paulin, M., "Motivating millennials to engage in charitable causes through social media", Journal of Service Management, 25(3), pp.334~348 (2014)[DOI]
- "Social media fact sheet" (2021)[URL]
- Ramayah, T., "Green product purchase intention: Some insights from a developing country", Resources Conservation and Recycling, 54(12), pp.1419~1427 (2010)[DOI]
- Rao, A. R., "The moderating effect of prior knowledge on cue utilization in product evaluations", The Journal of Consumer Research, 15(2), pp.253~264 (1988)[DOI]
- Richardson, P. S., "Extrinsic and intrinsic cue effects on perceptions of store brand quality", Journal of Marketing, 58(4), pp.28~36 (1994)[DOI]
- Rienda, L., "Analyzing trademark and social media in the fashion industry: Tools that impact performance and internationalization for SMEs", Journal of Fashion Marketing and Management: An International Journal, 25(1), pp.117~132 (2021)[DOI]
- Rietveld, R., "What you feel, is what you like influence of message appeals on customer engagement on Instagram", Journal of Interactive Marketing, 49(1), pp.20~53 (2020)[DOI]
- Riivits-Arkonsuo, I., "Young consumers and their brand love", International Journal of Business and Social Research, 5(10), pp.3~44 (2015)
- Rodrigues, C., "Brand love matters to Millennials: The relevance of mystery, sensuality and intimacy to neo-luxury brands", Journal of Product and Brand Management, 28(7), pp.830~848 (2019)[DOI]
- Roth, M. S., "Matching product category and country image perceptions: A framework for managing country-of-origin effects", Journal of International Business Studies, 23(3), pp.477~497 (1992)[DOI]
- Schlosser, A. E., "Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online purchase intentions", Journal of Marketing, 70(2), pp.133~148 (2006)[DOI]
- Shocker, A. D., "Challenges and opportunities facing brand management: An introduction to the special issue", Journal of Marketing Research, 31(2), pp.149~158 (1994)[DOI]
- "Distribution of Instagram users in the United States, by gender, as of July 2021" (2021)[URL]
- "Instagram-statistics & facts as of June 2021" (2021)[URL]
- Teas, R. K., "The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value", Journal of the Academy of Marketing Science, 28(2), pp.278~290 (2000)[DOI]
- Valentini, C., "Digital visual engagement: Influencing purchase intentions on Instagram", Journal of Communication Management, 22(4), pp.362~381 (2018)[DOI]
- Wallace, E., "Consumer engagement with self-expressive brands: Brand love and WOM outcomes", Journal of Product & Brand Management, 23(1), pp.33~42 (2014)[DOI]
- Wang, T., "Examining customer engagement and brand intimacy in social media context", Journal of Retailing and Consumer Services, 54, pp.102035~ (2020)[DOI]
- Zhang, H., "The influence of destination-country image on prospective tourists’ visit intention: Testing three competing models", Asia Pacific Journal of Tourism Research, 21(7), pp.811~835 (2016)[DOI]
