Consumer Advocacy for Luxury Brands

Shimul, Anwar Sadat; Phau, Ian

doi:10.1016/j.ausmj.2018.05.016

Cited by 40 publications

(37 citation statements)

References 63 publications

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“…Luxury brands have received considerable research interest in marketing literature over the last two decades [44]. Following fast-growing attempts to explain various aspects of luxury brand marketing, Kapferer [27] attracted everyone's attention to the growth of Asian MajlesiRad and Haji pour Shoushtari Futur Bus J (2020) 6:19 luxury markets and defined virtual rarity tactics and also a luxury business model.…”

Section: Some Previous Researches On Luxury Brandsmentioning

confidence: 99%

Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

MajlesiRad

Shoushtari²

2020

Futur Bus J

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This study, with regard to new ways of marketing in today's digital world, has tried to analyze and evaluate the impact of marketing through social network sites as the most effective electronic word-of-mouth marketing strategy on tendency toward luxury brand or in other words, on purchase intent trigger toward this type of brand. It also outlines that "communication" policy plays a significant role on establishment of strong relationship with customers among luxury marketing mix strategies. The research has been done among users of social network sites that live in the north of Tehran (district nos. 1, 2 and 3). They are considered as social classes A and B, and there is high demand of purchasing luxury brands among them. The impact of structural factors of these sites, as well as demographic factors, with regard to the dimensions that reinforce the concept of "luxury" was studied on the tendency of people toward luxury brands. This study is considered as applied research, and the data collection method is survey-descriptive. The validity of the questionnaire was investigated by exploratory factor analysis through performing principal component analysis. Then the data analysis was conducted by structural equations modeling technique and also Spearman correlation test. At last, most of the hypotheses were confirmed and the results showed a significant impact of social network sites marketing on tendency to luxury brand. The research offers implications for developing effective marketing strategy through social network sites and helps luxury brand managers to build strong customer-brand relationship.

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Section: Some Previous Researches On Luxury Brandsmentioning

confidence: 99%

Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

MajlesiRad

Shoushtari²

2020

Futur Bus J

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“…A significant relationship between consumer happiness and advocacy intention had also been revealed in different recent studies but without considering apparel brand industry but to confirm the same relationship in other industries was also in their recommendation (Rai & Nayak, 2018;Shimul & Phau, 2018). Hence, the following hypothesis is anticipated on the basis of the above.…”

Section: Consumer Happiness and Re-purchase Intention From Establishementioning

confidence: 55%

Relationship of Consumer Happiness & Outcomes: The Mediating Role of Gratitude (A Case of Apparel Industry)

Shabbir¹,

Syed²

2021

IRMBR

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Positive emotions have drawn considerable interest of researchers in the recent past. One such emotion is happiness. The current study attempts to discover the underlying mechanism through which consumer happiness transforms into positive outcomes. Based on the “broaden and build theory of positive emotions” a model was developed and tested. Gratitude has been taken as a mediating variable. The proposed model explains the Pakistani customers’ shopping considerations from well known clothing outlets. Consumer happiness in this study has been used as an antecedent of repurchase intentions and customer advocacy, whereas, gratitude mediates the relationship between consumer happiness and positive outcomes. Data was collected with the help of structured questionnaire from 330 respondents through survey method. All questionnaires were personally administered. PLS-SEM techniques have been used through smart PLS 3 for testing the model. The relationship between consumer happiness and customer advocacy was found significant. Gratitude was found as a significant mediator among consumer happiness and outcomes. However, repurchase intention from branded clothing stores in Pakistan was found to be insignificantly affected by consumer happiness. The study contributes towards the better comprehension about the shopping experience of Pakistani shoppers towards branded clothing stores in true letter and spirit. The study contributes to the existing body of literature by incorporating experiences of shoppers from emerging economies like Pakistan and establishing the mechanism through which consumer happiness transforms consumer experiences into positive outcomes. Keywords: Consumer Happiness, Gratitude, Repurchase Intention, Customer Advocacy.

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“…The plausible explanation of this result, perhaps, lies within the psychographic characteristics of the consumers. The luxury consumers represent a niche market segment that is closely connected in terms of socio-psychological aspects (Shimul and Phau, 2018). Therefore, once they develop a strong emotional connection with a particular luxury brand, they cultivate respect and desire for other brands as well.…”

Section: Discussionmentioning

confidence: 99%

“…Consumers with a strong LBA and envy may wish to interact with like-minded people to enjoy a continued schadenfreude towards the rival brand. Brands can take this opportunity to build and nurture a "brand cult" through offline and online brand communities and encourage consumer advocacy (Shimul and Phau, 2018). The intensity of consumers' envy and schadenfreude will also facilitate the pricing strategies for luxury brands.…”

Section: Discussionmentioning

confidence: 99%

Effects of luxury brand attachment and perceived envy on schadenfreude: does need for uniqueness moderate?

Shimul

Sung

Phau

2021

JCM

Self Cite

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Purpose This study aims to investigate how luxury brand attachment (LBA) and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness (CNFU) and private vs public consumption is examined. Design/methodology/approach Data were collected from a consumer panel in Australia. A total of 365 valid and useable responses were analysed through structural equation modelling in AMOS 26. Findings The results show that LBA has a significant impact on perceived envy. Consumers’ perceived envy also results in schadenfreude. However, LBA did not have any significant impact on schadenfreude. The moderating influence of CNFU is partially supported. This research further confirms that consumers’ public consumption has more relevance to visible social comparison and potential feelings of malicious envy towards others. Practical implications The research model may work as a strategic tool to identify, which group of consumers (e.g. high vs low attachment) displays stronger envy and schadenfreude. Brand managers can also explore the personality traits and psychological dynamics that influence the consumers to express emotional bonds and malicious joy within the context of consumer-brand relationships. Originality/value This is one of the first few studies that have examined the relationships amongst consumers’ brand attachment, perceived envy, schadenfreude and need for uniqueness within a luxury branding context.

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Consumer Advocacy for Luxury Brands

Cited by 40 publications

References 63 publications

Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

Analysis of the impact of social network sites and eWOM marketing, considering the reinforcing dimensions of the concept of luxury, on tendency toward luxury brand

Relationship of Consumer Happiness & Outcomes: The Mediating Role of Gratitude (A Case of Apparel Industry)

Effects of luxury brand attachment and perceived envy on schadenfreude: does need for uniqueness moderate?

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