Effect of Network Embeddedness on Brand-Related Behavior Intentions: Mediating Effects of Psychological Ownership

Abstract

Based on social exchange theory, we examined the relationship between network embeddedness and the brand-related behavior intentions of community members from the perspective of psychological ownership. The results indicated that network embeddedness (structural and relational embeddedness) positively impacts psychological ownership, while psychological ownership positively impacts brand-related behavior intentions (protecting relevant brands and repelling competitive brands) and mediates the effects of network embeddedness on such intentions. Theoretical and practical implications in this study are discussed.

“My place is your place” ‐ Understanding how psychological ownership influences peer‐to‐peer service experiences

“…Building on the above, the present research hypothesizes that psychological ownership toward a peer-to-peer service setting, activated by customer-service provider identification, might boost customer loyalty. Specifically, consistent with past studies documenting a mediation effect of psychological ownership (Viglia et al, 2019;J. Y. Zhang et al, 2014), this study hypothesizes that psychological ownership mediates the positive effect of customer-service provider identification on customer loyalty to peer-to-peer services.…”

Corporate Sustainable Development Strategy: Effect of Green Shared Vision on Organization Members’ Behavior

“…According to Baxter et al [91], psychological ownership is influenced by motivations and goals, encouraging or arousing psychological ownership and seeking actions, which in turn achieves attached motivation and goals. Thus, psychological ownership can be used as a medium between motivation and goals, as indicated by relevant studies [90,[92][93][94][95][96].…”

A review and future avenues for psychological ownership in consumer research

“…A feeling of ownership has also been found to lead to more positive word of mouth (Asatryan & Oh, 2008; Fuchs et al, 2010; Kirk et al, 2015), and the likelihood of posting on social media (Kirk et al, 2018). Greater PO is also associated with protecting a brand against attack (Zhang et al, 2014) and with both a greater intention to maintain a relationship with a service brand and to resist competitor advances (Asatryan & Oh, 2008; Zhang et al, 2014). In the context of a restaurant dining experience, those with higher PO were less interested in offers from competing restaurants, would continue to dine at the restaurant even with price increases, and would recommend the restaurant to others (Asatryan & Oh, 2008).…”