Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior

Kastanakis, Minas N.; Balabanis, George

doi:10.1016/j.jbusres.2011.10.005

Cited by 381 publications

(408 citation statements)

References 58 publications

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“…Subjective norms represent perceived social pressure (Ajzen & Fishbein, 1980) which gets reflected in a person's desire to perform, or not perform, a specific behavior in compliance with the approval of significant others. Subjective norm has been also examined from the conformity perspective in consumer behavior literature for luxury goods as well as non-luxury goods (e.g., Bearden, Netemeyer, & Teel, 1989;Kastanakis & Balabanis, 2012Shukla, 2011). Subjective norms are crucial and can have a significant impact on the way customers react to the sway of others (Verhoef et al, 2009).…”

Section: Antecedent To Normative Commitment Towards Luxury Brandsmentioning

confidence: 99%

“…These norms can enhance conformity, especially for luxury brands that are publicly consumed goods (Wiedmann, Hennigs, & Siebels, 2009) and can add to their bandwagon effect (Kastanakis & Balabanis, 2014). In addition, prior studies propose the need for measuring the impact of subjective norms on commitment, and highlight the importance of normative interpersonal influences in the context of luxury consumption (e.g., Kastanakis & Balabanis, 2012Shukla & Purani, 2012;Shukla, 2011). The significant others and their influence are also shown to be highly contextual for the luxury brands (Shukla, 2010).…”

Section: Antecedent To Normative Commitment Towards Luxury Brandsmentioning

confidence: 99%

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Customer commitment to luxury brands: Antecedents and consequences

Shukla

Banerjee

Singh

2016

Journal of Business Research

185

124

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The intensifying competition in the luxury sector necessitates the need for managers to identify the factors underpinning customers' commitment to a luxury brand. Understanding commitment not only provides an insight into the question, how customers commit, but also uncovers why customers commit to a particular brand. Using a questionnaire-based survey with customers, this research examines the antecedents and consequences of customer commitment to luxury brands. The findings indicate the differential influence of various antecedents on affective, calculative and normative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and advocacy intentions. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to luxury brands.

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Section: Antecedent To Normative Commitment Towards Luxury Brandsmentioning

confidence: 99%

Section: Antecedent To Normative Commitment Towards Luxury Brandsmentioning

confidence: 99%

Customer commitment to luxury brands: Antecedents and consequences

Shukla

Banerjee

Singh

2016

Journal of Business Research

185

124

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“…Dominant independent or interdependent self-construal are typical traits co-existing in various strengths within each person (Aaker & Lee, 2001;Brewer & Gardner, 1996;Singelis, 1994). Overall, the independent/ interdependent self-construal is relevant for crosscultural consumer research because it captures the propensity of people to focus (or not) on social connections (Kastanakis & Balabanis, 2012).…”

Section: Culture Self-perception and Perception Of Othersmentioning

confidence: 99%

The effect of culture on perception and cognition: A conceptual framework

Kastanakis

Voyer

2014

Journal of Business Research

Self Cite

129

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The authors gratefully acknowledge the suggestions and comments of two anonymous reviewers and the special-issue editor. The authors alone are responsible for all limitations and any errors. 2The effect of culture on perception and cognition: A conceptual framework ABSTRACTResearchers are increasingly recognizing the role of culture as a source of variation in many phenomena of central importance to consumer research. This review addresses a gap in cross-cultural consumer behavior literature by providing a review and conceptual analysis of the effects of culture on pre-behavioral processes (perception and cognition). The article highlights a series of important perceptual and cognitive differences across cultures and offers a new perspective of framing these differences among cultures-that of "culturally conditioned" perceptual and cognitive orientations. The article addresses several theoretical issues and suggests directions for future research as well as managerial implications.

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“…For instance, consumers' purchase a conspicuous product in order to be associated with a particular group (Berger & Ward, 2010;Escalas & Bettman, 2005). The consumer who jumps on the bandwagon is encouraged by self-concept to affiliate with reference groups and to achieve status or rank within a social community (Kastanakis & Balabanis, 2012). Thus, the bandwagon effect influences the purchase of conspicuous products.…”

Section: Bandwagonmentioning

confidence: 99%

Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

P¹

2018

CMR

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The purpose of this research is to determine the antecedents that influence conspicuous consumption in the decision-making process of low-income consumers. The research methods used include a literature review, in-depth interviews, and focus groups. Four interdisciplinary antecedents that influence conspicuous consumption were identified: socio-psychological (societal hierarchy, situational occurrence); brand features (management-controlled, external factor); consumer behavior (product uniqueness, bandwagon); and marketing associates (high involvement, opinion leader). The research techniques were an analytic hierarchy process and an interview questionnaire. Opinions from 200 respondents were collected and analyzed in Mumbai, India. Marketing associates were found to be the most important antecedent, followed by socio-psychological antecedents. Based on these results, it is recommended that researchers, policy makers, and marketing directors share these insights with academic and marketing researchers. Opinion leaders also play a vital role in influencing the decision-makers in conspicuous consumption among lowincome consumers.

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Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior

Cited by 381 publications

References 58 publications

Customer commitment to luxury brands: Antecedents and consequences

Customer commitment to luxury brands: Antecedents and consequences

The effect of culture on perception and cognition: A conceptual framework

Antecedents of Conspicuous Consumption in Decision-Making Process Using AHP

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