“Be myself” or “Be friends”? Exploring the mechanism between self-construal and sales performance

Zang, Zhimei; Wang, Xiaoyan; Yang, Hairu; Chen, Chuanming

doi:10.1057/s41291-020-00115-1

Cited by 2 publications

(2 citation statements)

References 75 publications

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“…A combination of traditional and social media marketing strategies provides a comprehensive yet influential marketing and advertising technique. Luxury brand managers can stipulate marketing strategies to exploit their brand's potential and help achieve the desired goals (Kautish & Sharma, 2019b; Kautish et al., 2021a, b, c; Zang et al., 2020). A more active role is the need of the hour for luxury brand managers, which will ultimately help in reinforcing the communication and marketing strategies.…”

Section: Discussionmentioning

confidence: 99%

“…Significant practical implications emerge from our findings. The implications proposed in this section can benefit luxury brand managers, who can utilize the impacts in a real-world scenario to connect with luxury individuals (Shankar & Jain, 2021) 2021a, b, c; Zang et al, 2020). A more active role is the need of the hour for luxury brand managers, which will ultimately help in reinforcing the communication and marketing strategies.…”

Section: Managerial Implicationsmentioning

confidence: 98%

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The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media

Husain

Ahmad

2022

Glob Bus Org Exc

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This research is a comparative study of the marketing of luxury brands by social media and by traditional media. It examines the influence of status consumption and brand equity and shows how they impact on the purchase intention of luxury brands. The research is based on the Indian luxury brand market, a sector that has yet to be studied in any depth. It uses a questionnaire with a convenience sampling strategy that targeted followers of prominent luxury brands in four of India's largest metropolitan cities; 453 usable responses were obtained.The research provides both a model and identifies a number of managerial and theoretical implications. The results show that status consumption and brand equity positively affect the purchase intention, with this being more significant in social media marketing activity than in traditional marketing activities. The research indicates that it would be wise to use a blend of both social and traditional media for marketing luxury brands. For social media campaigns, luxury brand managers should focus on status consumption and brand equity, which should lead to increased intention to purchase.

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