Asia’s materialists: Reconciling collectivism and materialism

Awanis, Sandra; Schlegelmilch, Bodo B.; Cui, Charles

doi:10.1057/s41267-017-0096-6

Cited by 58 publications

(48 citation statements)

References 117 publications

(177 reference statements)

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“…However, the strong association between these variables is reflected in theory and previous research (e.g., Fritz et al 2017;Park et al 2010). measurement model of nostalgic brand positioning and one for brand equity were freed to establish scalar invariance (Model 7; Awanis et al 2017) (see Table 5).…”

mentioning

confidence: 99%

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

Heinberg

Katsikeas

Ozkaya

et al. 2019

J. of the Acad. Mark. Sci.

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Extant research has established the effects of nostalgic brand positioning on brand equity, but studies have only examined individual nostalgic brand relationship dimensions separately. Combining these strands, we offer a holistic perspective of the mediating processes and identify contextual and firm-related moderators that affect the individual linkages. We draw on construal level theory and develop a multilevel model in which emotional attachment, brand local iconness, and brand authenticity explain how nostalgic brand positioning creates brand equity. We posit that country differences between emerging and developed markets and brand innovativeness moderate these mediating effects. The results from large consumer samples suggest that emotional attachment and brand local iconness play a weaker role in mediating the connection of nostalgic brand positioning and brand equity in emerging markets. However, this disadvantage in creating brand equity through nostalgic brand positioning in emerging markets can be attenuated with increasing levels of brand innovativeness.

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confidence: 99%

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

Heinberg

Katsikeas

Ozkaya

et al. 2019

J. of the Acad. Mark. Sci.

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“…However, Awanis, Schlegelmilch and Cui (2017) interpreted the way that people explicitly express their own identity through material or object possessions as selfprioritizing and that this behavior apparently opposed collective goals in favor of a lifestyle led by money, possessions and status. In fact, those consumers were not opposing the collective goals,but rather their personal goal was to mainly achieve equality within their social groups through material possession and expression.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Materialistic Values on Thai Consumers’ Brand Engagement in Self-Concept for Luxury Products

Terason¹,

Pattanayanon²,

Lin³

2019

ERSJ

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Purpose:The present study was designed to determine whether brand engagement in selfconcept was a function of materialistic values (social recognition, appealing appearance, financial success, defining success, acquisition centrality, pursuit of happiness) among Thai consumers of luxury goods. Design/Methodology/Approach: The participants were selected using multistage sampling on the basis of their shopping experience for luxury items. Multiple linear regression analysis was conducted to evaluate the best linear combination of materialistic values that could predict brand engagement in self-concept. Findings: Appealing appearance, acquisition centrality, social recognition and defining success formed the significant variate that predicted brand engagement in self-concept. Practical Implications: Taken together, these findings support strong recommendations to marketing managers of luxury products on how to tap into consumers' values in order to market a luxury brand. Originality/Value: The study addresses the symbolic value of luxury brands and how such brands and their brand images interact with how consumers view their own identities.

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“…In addition, drawing on our findings relating to social comparison and material values, marketers could communicate the notion of collective materialism (Awanis et al, 2017) through their promotional campaigns (e.g., advertisements showing acceptance by one's peers based on the purchase of a specific car model). Similarly, luxury brand manufacturers (e.g.…”

Section: Managerial Implicationsmentioning

confidence: 99%

“…Materialism has received considerable academic attention due to its influence on consumers' psychological well-being and consumption behaviour (Belk, 1983;Burroughs and Rindfleisch, 2002;Wang, 2016;Xiao and Kim, 2009). The dominant view of materialism focuses on individualism and a self-prioritized lifestyle led by money, possessions and status, which may seemingly conflict with collective and prosocial goals (Awanis et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

“…Moreover, while materialism correlated negatively with well-being in developed countries such as the United States (USA) and Japan, it was found to enhance well-being in developing countries like Thailand (Wong et al, 2003). Extant research argues that the concept of materialism in emerging economies (e.g., China, India) is nuanced, and recommends more work to understand the congruence of material and societal values (Awanis et al, 2017). Further, despite the rise of materialism in emerging countries in general (Cleveland et al, 2009;Sharma, 2011), and the splurge of consumer spending amongst more than 1.2 billion Indians (Dheer et al, 2015), evidence regarding the influence of materialism on the life satisfaction of Indian consumers is scant (Gap 1).…”

Section: Introductionmentioning

confidence: 99%

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The karma of consumption: role of materialism in the pursuit of life satisfaction

Roy

Rabbanee

Chaudhuri

et al. 2019

EJM

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Purpose This paper aims to examine how social comparison (SC) and belief in karma (KA) encourage materialism (MAT) and promote consumers’ life satisfaction (LS). Design/methodology/approach Two studies were conducted with Indian middle class consumers to test the basic premises of the current research. The first one used a survey (N = 247), while the second one used an experimental design (N = 206). Findings The survey results showed that SC and belief in KA promoted MAT amongst Indian consumers and further enhanced their LS. Findings from the experiment revealed a novel two-way interaction, in that the KA–MAT relationship was moderated by the underlying motivation for MAT. Research limitations/implications Future research may validate and extend our findings using different samples to increase external validity. Practical implications By explaining the interactive effects of MAT, its underlying motivation and belief in KA, managers will gain a better understanding of why consumers in an emerging market like India purchase conspicuous products. Originality/value This is the first paper to study how the KA–MAT relationship influences LS amongst consumers in the world’s fastest-rising economy. Furthermore, no prior research has reported a boundary condition for the KA–MAT relationship studied here. The findings contribute to an extremely limited body of literature on KA and consumption.

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Asia’s materialists: Reconciling collectivism and materialism

Cited by 58 publications

References 117 publications

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

The Impact of Materialistic Values on Thai Consumers’ Brand Engagement in Self-Concept for Luxury Products

The karma of consumption: role of materialism in the pursuit of life satisfaction

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