Antecedents Of Word Of Mouth As A Component Of Brand Loyalty Towards Luxury Fashion Brands And Its Moderating Factors
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Antecedents Of Word Of Mouth As A Component Of Brand Loyalty Towards Luxury Fashion Brands And Its Moderating Factors
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Author : Isabel Angerer
language : en
Publisher: GRIN Verlag
Release Date : 2018-04-10
Antecedents Of Word Of Mouth As A Component Of Brand Loyalty Towards Luxury Fashion Brands And Its Moderating Factors written by Isabel Angerer and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-10 with Business & Economics categories.
Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, King`s College London, course: International Marketing, language: English, abstract: In today’s competitive marketplace, companies need to establish a loyal customer base in order to be successful. In particular, the fashion industry relies on a loyal customer base and a good reputation to achieve sustainable financial growth. To survive the current challenges of growing competition, marketers must ensure that customers do not only develop a personal relationship with brands but also speak favourably of them. Prior research has focused on word-of-mouth as a component of brand loyalty and its antecedents. However, this topic turned out to be inadequately investigated in the specific context of luxury fashion brands. Hence, the aim of this study is to examine how satisfaction, trust and commitment but also socio-psychological factors influence the consumer and thus have an impact on word-of-mouth. The nature of this study led to a quantitative methodological approach: an online survey investigating the sources of word-of-mouth. As a conclusion, this paper confirmed that trust and commitment were among the most important predictor variables of word-of-mouth. The main finding was, however, that socio-psychological factors such as materialism, social identity and possessiveness also increased positive word-of-mouth. However, since materialism and possessiveness are regarded as negative personality traits and cannot strengthen the effect of satisfaction, trust and commitment on word-of-mouth it is recommended that marketers concentrate on positive dimensions of word-of-mouth and brand loyalty (i.e., trust and commitment) in order to build a strong customer relationship.
Understanding Luxury Fashion
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Author : Isabel Cantista
language : en
Publisher: Springer Nature
Release Date : 2019-11-08
Understanding Luxury Fashion written by Isabel Cantista and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-08 with Business & Economics categories.
Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding.
The Roles Of Brand Leadership And Perceived Risk In Predicting Word Of Mouth Behavior For Luxury Brand
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Author : Yonghwan Chang
language : en
Publisher:
Release Date : 2012
The Roles Of Brand Leadership And Perceived Risk In Predicting Word Of Mouth Behavior For Luxury Brand written by Yonghwan Chang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
In this study, brand leadership is defined as consumers' perception about the relatively distinctive ability of a brand to serve as a role model for other brands by achieving continuous excellence. Ultimately, brand leadership helps develop consumer loyalty toward the brand in highly competitive market environments. The purposes of this study are to: (1) examine the role of brand leadership in predicting a consumer's word of mouth behavior for luxury golf club brand, (2) examine the moderating role of perceived risk and product type in the relationship between brand leadership and word of mouth recommendation intention, (3) examine consumers' perceived risk based on their socio-demographic variables (i.e., gender, age, income, education, and ethnic background) and consumption level, and (4) revalidate scales of perceived brand leadership and luxury brand risk. The hypothesized relationships were tested using simultaneous equations analyses and the validity and reliability of scale were established through a series of confirmatory factor analyses. Theoretical and practical implications were discussed.
The Art Of Digital Marketing For Fashion And Luxury Brands
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Author : Wilson Ozuem
language : en
Publisher: Springer Nature
Release Date : 2021-07-17
The Art Of Digital Marketing For Fashion And Luxury Brands written by Wilson Ozuem and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-17 with Business & Economics categories.
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
An Empirical Investigation Of Antecedents Of Brand Loyalty
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Author : Gauthier Casteran
language : en
Publisher:
Release Date : 2016
An Empirical Investigation Of Antecedents Of Brand Loyalty written by Gauthier Casteran and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with categories.
Firms invest heavily in building and maintaining relationships with their customers. This is due to loyal customers being among the most profitable ones for firms. It is thus essential for managers and researchers to understand what drives customers to become loyal. Researchers have investigated brand loyalty antecedents at great length. These antecedents can be divided in three classes: product category, marketing mix and customer-related ones. Despite the large body of research on these antecedents, an update is necessary as markets have been changing in the last decades. One of the major changes has been the apparition and proliferation of niche brands (such as organic and private label brands) that are positioned to serve segments of consumers with specific needs. The aim of this Ph.D. research is to fill these gaps and get a better understanding of what influences brand loyalty in the light of niche brands' development. We specifically focus on two types of niche brands: organic and private label brands. This Ph.D. research is comprised of four studies, each one investigating one class of antecedents. Our results first enable us to reassess the effect of certain antecedents of brand loyalty using recent panel purchase data. It also gives us some insights on the role of niche brands. It shows that the proliferation of niche brands and more specifically the proliferation of private label brands has an effect on brand loyalty at an aggregate level. In the same way, niche brands have a moderating effect on the impact of some antecedents of brand loyalty. Theoretical, methodological and managerial implications of these findings are discussed.
Brand Preference And Its Impacts On Customer Share Of Visits And Word Of Mouth Intention
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Author : Jinsoo Hwang
language : en
Publisher:
Release Date : 2011
Brand Preference And Its Impacts On Customer Share Of Visits And Word Of Mouth Intention written by Jinsoo Hwang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
This study attempted to investigate antecedents and consequences of consumers' utilitarian and hedonic attitudes toward restaurant brands and to examine the effects of brand prestige on brand preference and word-of-mouth intention with customer involvement as a moderator. In study 1, to investigate the antecedents and consequences of consumer attitudes toward restaurant brands in the full-service restaurant, this study proposed, based on existing theoretical premises, significant interrelationships among three service qualities (i.e., physical environment quality, interactional quality, and outcome quality). This study also hypothesized that these service qualities predict consumers' utilitarian and hedonic attitudes toward restaurant brands. Finally, this study examined the effects of consumer attitudes toward restaurant brands in forming brand preference and relative customer share of visits. A theoretical model was proposed and then tested with data collected from 318 casual and 303 fine dining restaurant patrons. The results of data analysis indicated significant interrelationships among three service qualities in both casual and fine dining restaurants. In addition, interactional and outcome qualities had significant effects on utilitarian and hedonic attitudes toward restaurant brands in the casual dining restaurant. In the fine dining segment, interactional quality significantly influenced both utilitarian and hedonic attitudes toward restaurant brands, while physical environment and outcome qualities had positive impacts only on hedonic attitude toward the restaurant's brand. Finally, utilitarian and hedonic attitudes toward restaurant brands enhanced brand preference, and in turn, brand preference increased relative customer share of visits in both casual and fine dining restaurants. The purpose of study 2 was to examine the effects of brand prestige on brand preference and word-of-mouth with customer involvement as a moderator in the fine dining restaurant segment. Based on a thorough literature review, this study hypothesized that brand prestige would have positive effects on brand preference and word-of-mouth and that brand preference would have a positive relationship with word-of-mouth. Finally, this study examined the moderating role of customer involvement in the relationships between (1) brand prestige and brand preference, (2) brand prestige and word-of-mouth, and (3) brand preference and word-of-mouth. A total of 293 questionnaire responses were used to empirically test the proposed relationships in fine dining restaurants. This study found that brand prestige has significant effects on brand preference and word-of-mouth. In addition, brand preference had a positive relationship with word-of-mouth. However, customer involvement as a moderator was not supported.
The Emerald Handbook Of Multi Stakeholder Communication
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Author : Pantea Foroudi
language : en
Publisher: Emerald Group Publishing
Release Date : 2022-10-21
The Emerald Handbook Of Multi Stakeholder Communication written by Pantea Foroudi and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-21 with Business & Economics categories.
The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to explore effective brand messaging for multiple stakeholders, utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field.
Consumers Perceptions Of Brand Personality
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Author : Raja Mazhatul Yasmin Suraya Raja Abdul
language : en
Publisher:
Release Date : 2012
Consumers Perceptions Of Brand Personality written by Raja Mazhatul Yasmin Suraya Raja Abdul and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
Consumers tend to choose brands that assist in projecting the self-image they desire. Embedding a brand with human characteristics is one way for marketers to satisfy consumers' symbolic needs. This study examines some factors that drive brand personality perceptions and investigates how these perceptions influence behavioural outcomes. Specifically, this thesis researches the antecedents and outcomes of brand personality perceptions. An extensive review of the literature identified five antecedents that influence consumers' perceptions of brand personality. These include brand association, hedonic attitudes, personality expression, and valence of feelings. The fifth antecedent, brand awareness, is modelled as driving brand association, indirectly impacting brand personality. These antecedents are hypothesised to drive consumers' formation of brand personality perceptions, which in turn affect important outcomes, namely brand engagement, brand attitude, and behavioural intentions. While prior research has addressed the measurement of brand personality, few studies have examined the factors driving its perception by consumers and no prior study has examined these antecedents in conjunction with the behavioural outcomes. Further, this thesis contributes to understanding brand personality perceptions through an extension that examines the moderating effect of self-expression, self-congruency, consumer individualist/collectivist orientation, and product category on the relationships in the research model. No prior study has examined the effect of these factors in moderating brand personality perceptions.Analysis of a national online survey of 609 individuals found that brand awareness is separate from but strongly linked to brand association, and later affects consumer perceptions of brand personality. Hedonic attitude, personality expression, and positive feelings also affect consumers' brand personality perceptions, with positive feelings having the strongest effect of all the antecedents. Negative feelings did not influence brand personality perceptions. Perceptions of brand personality affect consumers' willingness to engage with a brand, their attitude towards the brand, and behavioural intentions including intention to repeat purchase and remain a loyal customer of the brand. Positive feelings affect consumer brand attitude indirectly via brand personality perceptions, but negative feelings have a direct effect on brand attitude.The moderating variables of self-expression, self-congruency, individualist/collectivist orientation, and product category were also examined in this thesis. Self-expression does not have a strong effect on the relationships in the model. Self-congruency and individualist/collectivist orientation, on the other hand, did have more of an effect on the model relationships. Moderating effects were also tested across different product categories(clothing, perfume and watches) to establish some generalisability of the model. While minor variations occurred, the model is generally robust across product categories. This research contributes to our understanding of brand personality. It provides new depth to brand personality theory and also has significance for brand managers.
The Psychological Facets Of Consumer Brand Relationship In The Digital World
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Author : Khalid Hussain
language : en
Publisher: Frontiers Media SA
Release Date : 2023-06-29
The Psychological Facets Of Consumer Brand Relationship In The Digital World written by Khalid Hussain and has been published by Frontiers Media SA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-29 with Science categories.
Luxury Fashion Brands
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Author : Han Jia
language : en
Publisher:
Release Date : 2017
Luxury Fashion Brands written by Han Jia and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
The purpose of this dissertation was to gain a better understanding of brand personality, perceived brand luxury, and brand experience, and how these variables impact brand equity for luxury fashion brands. The study developed a valid instrument for measuring luxury fashion brand personality and provided a relationship model to explain the relationship between brand personality and brand equity for the luxury fashion brand. To achieve those goals, an online survey was conducted in the U.S. in December 2016. A total of 707 people participated in the survey, and 387 surveys were valid. Using exploratory factor analysis, we first identified that seven factors contributed to luxury brand personality, including superiority, excitement, aristocracy, classic, creativity, opulence, and ruggedness. As such, a seven-dimensional scale including these seven factors was developed to measure luxury brand fashion personality. Next, the relationship between variables of brand personality factors, perceived brand luxury, brand experience, and brand equity were analyzed. The results of the study showed that perceived brand luxury was a partial mediator for brand personality and brand equity, and brand experience was a moderator for perceived brand luxury and brand equity. Brand personality congruity was also confirmed to be a mediator for brand personality for the luxury fashion brand. This study developed a brand personality model for the luxury fashion brand, which can be used for luxury brand practitioners to measure and manage their brands' personality. The results of this study indicate the effect of brand personality on consumer-based brand equity in the context of the luxury fashion brand. Moreover, the results indicate perceived brand luxury and brand experience have some influence on brand equity. These findings provide practitioners with a general picture of brand personality performance of luxury fashion brands and help practitioners better understanding what personality dimensions they should strengthen for improving their brand equity in future business activities.