Introspecting the spiritual nature of a brand divorce

Sussan, Fiona; Hall, Richard B.; Meamber, Laurie A.

doi:10.1016/j.jbusres.2011.02.031

Cited by 54 publications

(34 citation statements)

References 36 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The existential experiences are the possibility of creating an alternative self and achieving it. Skousgaard [54] and Sussan et al [55], were directed to the spiritual motivations not related especially with consumption and our study as well is to reveal the spiritual quality of luxury experience of people that they can experience any time. Generally, this study accepts that luxury is not permanent, luxury is a natural experience making people happy, flattered, satisfied, and motivated, supporting their self-realization.…”

Section: Discussionmentioning

confidence: 99%

A Qualitative Research on The Changing Perceptions of Luxury Consumption in The Construction of Self

Oflazoğlu¹

2017

BMS

View full text Add to dashboard Cite

This work studies how the luxury experiences and perceptions of consumers are. The purpose of the study is to evaluate the modern luxury consumption experiences from a wider perspective rather than focusing on the traditional luxury consumption as a signifier of social status. The study adopts an interpretative and exploratory approach to explain in detail the contribution of the luxury consumption of consumers to the construction of self. Among the qualitative research methods, the method of keeping a diary, which sincerely transmits the processes, relations and perceptions in the daily world of the consumers was applied to the study [1]. The consumer diaries enable a ground to understand the complex structure of luxury experiences as a loop of luxury which is an indispensable part of the daily life of consumers. To achieve maximum diversity 16 participants from different age, occupation and education fields are selected. The consumer diaries are analyzed by using the inductive categorization process [2] and constant comparative method [3]. The research results are classified the luxury experiences under three categories indispensably related with processes and conditions of the self. The findings of the work are related with the present theories on self yet they pose a transition from vanity consumption, to which the perception of luxury bases, to temporary and abstract concept of consumption. Keywords: Self Construction, conspicuous consumption, luxury experiences, consumer behavior « Shower upon him every earthly blessing, drown him in a sea of happiness, so that nothing but bubbles of bliss can be seen on the surface; give him economic prosperity, such that he should have nothing else to do but sleep, eat cakes and busy himself with the

show abstract

Section: Discussionmentioning

confidence: 99%

A Qualitative Research on The Changing Perceptions of Luxury Consumption in The Construction of Self

Oflazoğlu¹

2017

BMS

View full text Add to dashboard Cite

show abstract

“…However, under certain conditions, in boycott behavior, there exists the possibility of re-entering the relationship [34,35]; meanwhile in brand avoidance, there is no guarantee of re-establishing this relationship. In conclusion, the strongest negative relationship is represented by brand hate [1,8,[36][37][38], brand divorce [39], and brand dislike [20,40]. This relationship demonstrates its strength not only in its definition of "a more intense emotional response that consumers have toward a brand than dislike" [1] (p. 14) but above all in the specific behaviors' generation.…”

Section: Emotions' Role In Consumer Behaviormentioning

confidence: 99%

Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)

2020

View full text Add to dashboard Cite

Brand hate can be defined as the consumer’s dissatisfaction with the product or service performance. The consumer’s hatred of the brand is related to the desire for revenge and avoidance. This kind of emotion does not remain only a desire; it is often transformed into real actions that lead to consumer behavior. Although the analysis of the literature provides useful insights and interesting suggestions about the phenomenon of brand hate, to date, very few studies and scales that are capable of measuring this phenomenon have been developed, especially in the Italian context. The present work investigated the psychometric properties of an Italian adaptation of the BHSs (N = 422) with the aim of verifying the same factor structure found in the original German version. Results confirmed a one-factor structure (first order, 6 items). Moreover, the scale was found to be invariant across gender. This suggests that companies must first have adequate systems and mechanisms in place to understand the reasons that drive consumers to hate the brand and implement recovery strategies to address this hatred. The achievement of sustainability or failure to do so can add to or detract from a brand’s value in the marketplace.

show abstract

“…However, this 'emotionally invested' relationship might last only for a while and brands need to address these shortcomings. Consumers see brands as a friend but this friendship can end up as either a committed relationship or family (top-right quadrant), or transit to a relationship with low emotional connection if frustrations of functional limitation occur over time, or the relationship will even be terminated or 'divorce' (Sussan et al, 2012).…”

Section: Brand Connection Matrixmentioning

confidence: 99%

Consumer brand relationships: A research landscape

Fetscherin

Heinrich

2014

J Brand Manag

View full text Add to dashboard Cite

This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the 'brand connection matrix' that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2×2 matrix consisting of four quadrants, each of which are discussed. Second, the 'brand feeling matrix' classifies consumer's relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers' feeling toward the brand (positive versus negative). The latter taxonomy leads to another 2×2 matrix where each of the four quadrants is discussed. Finally, this article discusses the papers in this special issue and applies the two frameworks by grouping the papers into the corresponding quadrants.

show abstract

Introspecting the spiritual nature of a brand divorce

Cited by 54 publications

References 36 publications

A Qualitative Research on The Changing Perceptions of Luxury Consumption in The Construction of Self

A Qualitative Research on The Changing Perceptions of Luxury Consumption in The Construction of Self

Psychometric Properties, Measurement Invariance, and Construct Validity of the Italian Version of the Brand Hate Short Scale (BHS)

Consumer brand relationships: A research landscape

Contact Info

Product

Resources

About