Revisiting the impact of perceived social value on consumer behavior toward luxury brands

Reyes-Menéndez, Ana; Palos-Sánchez, Pedro R.; Saura, José Ramón; Santos, Carmen Rodríguez

doi:10.1016/j.emj.2021.06.006

Cited by 30 publications

(23 citation statements)

References 57 publications

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“…This makes consumers feel that the effort and sacrifice are worthwhile, thereby inspiring consumers to identify with the power of luxury brands such as conspicuous. However, the results are in contrast to Reyes-Menendez et al (2022), in which consumers' economic motivation for purchasing luxury goods no longer matters. Research suggests that consumer purchasing behavior may also depend on the consumer environment, especially market maturity (Siahtiri and Lee, 2019).…”

Section: Independent Variable Dependent Variable Coefficient Conclusioncontrasting

confidence: 77%

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“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector

Yang

Jiao³

et al. 2022

Front. Psychol.

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Prior studies focused on consumer satisfaction and loyalty have brought undeniable benefits to luxury brand marketing but are not sufficient to ensure a long-lasting and profitable customer-brand relationship in the new setting. Brand identity provides a valuable exploration of this issue. However, the current measurement of brand identity is relatively simple, and there is no clear answer to what factors encourage brand identity development. This study attempts to address this gap by dividing the brand identity structure from a multi-dimensional perspective, considering the role of luxury consumer perceived value and brand information quality in shaping the brand identity. Data was gathered by an online questionnaire survey from Chinese consumers who had purchased luxury jewelry, employing regression methods for analysis. The results show that four predictors representing luxury consumer perceived value all have a significant impact on the brand’s social identity and personal identity. In addition, brand information quality also positively moderates the relationship between the luxury consumer perceived value and the brand’s social identity. This study opens new horizons for considering dimensions other than the satisfaction or intention to use, expanding the applications of brand identity in a new context. The results contribute to increasing the awareness level of brand identity for luxury brand practitioners and offering them a new method of market strategy.

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Section: Independent Variable Dependent Variable Coefficient Conclusioncontrasting

confidence: 77%

“…Economic value is another strong predictor. Consumers tend to associate high prices with superior quality and uniqueness ( Reyes-Menendez et al, 2022 ). Even if some luxury goods are less cost-effective, they provide consumers with intangible and contextual utility ( Wiedmann et al, 2007 ).…”

Section: Discussionmentioning

confidence: 99%

“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector

Yang

Jiao³

et al. 2022

Front. Psychol.

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“…Previous researchers have proven that PLS technology provides some advantages related to testing new technology adoption by optimizing restrictive distributions and potential structural modelling 54 55 , 56 . Table 2 shows the demographic data of the sample, including those pertaining to gender, education level, age, and yearly income 21 .…”

Section: Methodsmentioning

confidence: 99%

Extending UTAUT with national identity and fairness to understand user adoption of DCEP in China

Shin

2022

Sci Rep

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The introduction of digital currency electronic payment (DCEP) by the Central Bank of China is conducive to the central bank's timely grasp of macroeconomic dynamics and the internationalization of RMB. As DCEP is one of the first digital currencies issued by the central bank to be used on a large scale internationally, it is necessary to conduct research on its user adoption. Therefore, this research extends the unified theory of acceptance and use of technology (UTAUT) to explore factors affecting the adoption of DCEP. The researchers cooperated with city banks that have started to use DCEP, and distributed questionnaires to users in the lobbies of these banks. A total of 295 valid questionnaires were empirically examined with Smart-PLS. The results indicate that perceived fairness, habits, social influence and national identity have significant effects on usage, with p values less than 0.05. National identity is shown to be a significant moderator of the relationships between perceived fairness, habit, perceived risk and usage, with p values less than 0.05. National identity is shown to have no moderating effect between social influence and usage, with a p value greater than 0.05. This research provides the central bank and the government with suggestions to increase user enthusiasm and reduce user perceived risks, thereby promoting the widespread use of DCEP.

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“…The targeted respondents in this study are the consumers of EV auto makers which implement EV high-end sales business model. According to several criteria including age distribution, the average gender ratio, income and education [94], we spent three weeks to carry out a survey in Beijing, Shanghai and Shenzhen; 1000 questionnaires were handed out to EV consumers. A total of 624 valid questionnaires were received at last and the valid survey response rate is 62.4%.…”

Section: Data Collection and Sample Characteristicsmentioning

confidence: 99%

Research on the Impact of High-End Ev Sales Business Model on Brand Competitiveness

2021

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Electric vehicles have many advantages compared with traditional fuel vehicles, whereas the immaturity of technologies and high manufacturing cost make it difficult for EV brands to be promoted in traditional business models. Thus, auto-mobile companies started to establish high-end sales business model to promote the brand. This paper studies the influential mechanism of high-end EV sales business model on brand competitiveness and the mediation effect between high-end EV sales business model and brand competitiveness. A total of 624 consumers’ survey data were collected and the structural equation model (SEM) was analyzed to test the hypotheses by using a scale made up of indicators referring to high-end EV sales business model, brand competitiveness and customer perceived value. This paper contributes to the sustainable innovation literature by exploring the psychological perception of customer perceived value in strengthening brand competitiveness. The results show that both the value proposition and value creation of high-end EV sales business model have significant positive impacts on brand competitiveness. Moreover, customer perceived value fully mediates the relationships between the value proposition of high-end EV sales business model and brand competitiveness and between the value creation and brand competitiveness. Customer perceived value cannot mediate the relationship between the value capture of high-end EV sales business model and brand competitiveness. Our insights contribute to the business model research area from a customer-centric perspective.

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Revisiting the impact of perceived social value on consumer behavior toward luxury brands

Cited by 30 publications

References 57 publications

“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector

“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector

Extending UTAUT with national identity and fairness to understand user adoption of DCEP in China

Research on the Impact of High-End Ev Sales Business Model on Brand Competitiveness

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