The dynamic models of consumers’ symbolic needs: in the context of restaurant brands

Abstract

Purpose The purpose of this paper is to investigate the dynamic process and the meaning of symbolic consumption according to the three symbolic needs (i.e. status needs, social needs, status and social needs) to understand how symbolic messages are conveyed when consumers choose a brand. Design/methodology/approach This paper develops three dynamic models, categorized according to the consumers’ needs. The conceptual framework consists of the six constructs: collectivism/individualism, brand reputation, self-congruence, brand affect, brand identification and brand loyalty. Twelve hypotheses were developed and tested. Data were collected from consumers who had experienced well-known global chain restaurant brands. The three models were tested using confirmatory factor analysis and structural equation modelling. Findings Findings highlight the important mediating role of brand affect in symbolic consumption, which previously has not been revealed empirically. Moreover, it is found that self-congruence does not mediate the relationship between brand reputation, collectivism/individualism and brand affect, despite its prominence in previous symbolic consumption studies. In the status and social needs models, brand reputation mediates between collectivism/individualism and self-congruence, brand identification, brand affect and brand loyalty. Originality/value This is the first empirical paper to investigate symbolic consumption in the context of three types of models, according to symbolic needs, in the context of restaurant consumption. The study also identifies the major components of the consumer’s symbolic needs based on the attributes of symbolic consumption. Moreover, this study reveals that when both social needs and status needs are mixed, a hierarchy exists between consumers’ symbolic needs. Finally, the study makes an important contribution to the literature by applying the concept of brand affect to symbolic consumption research and exploring the relationships between the external motivational factors and the internal elements of symbolic consumption.

The role of temporal focus and self-congruence on consumer preference and willingness to pay

“…Until recently, research on self-congruence was brand outcomes centered (e.g., Han et al, 2016;Liu et al, 2011;Malär et al, 2011;Sirgy et al, 1997;Wallace et al, 2017). Scholars have claimed that actual self-congruence has a greater impact on brand outcomes than ideal selfcongruence because people are more likely to present their actual self (Malär et al, 2011;Sirgy, 1982).…”

“…Self-congruence has significant positive effect on brand attitude and brand loyalty (Han et al, 2016;Liu et al, 2011), emotional brand attachment (Malär et al, 2011), brand love and positive word of mouth (Wallace et al, 2017), and brand preference (Sirgy et al, 1997). Selfcongruence is evident when consumers perceive their self-concept match with the brand personality, brand user imagery, or brand usage imagery (Liu et al, 2011), subsequently they tend to have higher preference and are willing to pay more for the brand as means for selfexpression (Chernev et al, 2011).…”

The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector

“…Brand reputation can be defined as the consumer's perception of the brand name's quality (Aaker and Keller, 1990). In the restaurant context, evidence suggests that an excellent or lousy reputation affects consumer loyalty to the brand, although brand reputation can be changed by WOM (Han, Nguyen and Simkin, 2016). Based on this relationship, positive eWOM should positively influence brand loyalty.…”

“…Since brand loyalty is a reflection of consumer satisfaction (Aaker, 1992), online reviews should indicate consumer's satisfaction or dissatisfaction experienced in the restaurant. The spread of online reviews affects brand reputation and loyalty (Han et al, 2016). This happens because brand reputation is the consumer perception of the brand name's quality (Aaker and Keller, 1990).…”

An effect of symbols on consumer behaviour: the theoretical insights

“…The issue has been researched in some complexity within the literature, across a range of contexts. Han, Nguyen, and Simkin (2016) have checked many brands from various spheres, remarking that the status of symbolic consumption lies in its capacity to fit various symbolic requirements of the consumer. Kim and Jang (2014) agree, proposing that for young consumers using expensive brands, the symbolic feature of consumption is an important motivating factor.…”