The mind of the beholder: congruence effects in luxury product placements

Rossi, Patricia; Pantoja, Felipe; Yoon, Sukki; Kim, Kacy

doi:10.1080/02650487.2022.2091822

Cited by 3 publications

(3 citation statements)

References 110 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Consumers tend to purchase high-end luxury products to enhance their public image, self-worth, social status, and power (Baek et al, 2010;Chen et al, 2021;Lee & Shrum, 2012;Liu et al, 2021;Rossi et al, 2022;Shin et al, 2017;Tsai et al, 2021).…”

Section: Luxury Consumption and The Covid-19 Threatmentioning

confidence: 99%

“…The luxury category comprises products that are generally perceived to be unique, prestigious, and preferred by wealthy consumers (Baek et al, 2010; De Barnier et al, 2012; Rossi et al, 2022). Luxury products have multidimensional functions in satisfying needs for esthetics and quality while evoking emotional feelings of scarcity and power (Vigneron & Johnson, 2004).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…Consumers tend to purchase high‐end luxury products to enhance their public image, self‐worth, social status, and power (Baek et al, 2010; Chen et al, 2021; Lee & Shrum, 2012; Liu et al, 2021; Rossi et al, 2022; Shin et al, 2017; Tsai et al, 2021). They are basically motivated to achieve psychological distancing, in which they feel separated from and above ordinary people (Choi et al, 2020; Kim & Ko, 2012; Seo & Buchanan‐Oliver, 2019; Seo et al, 2015).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

See 2 more Smart Citations

The COVID‐19 threat and luxury advertising

Baek

Kim

Yoon

et al. 2023

J of Consumer Behaviour

Self Cite

View full text Add to dashboard Cite

The purpose of this research is to examine how the COVID‐19 pandemic has impacted the luxury goods industry. The authors hypothesize that pandemic threats drive consumers toward luxury consumption to increase their perceptions of control. The article reports results of three experimental studies conducted in the United States. In Study 1, after participants read an article about COVID‐19, they respond favorably to an advertisement for a luxury brand. The comparative control participants read an article about a tofu dish and respond less favorably to the luxury advertisement. Study 2 provides further evidence that perceived control acts as a mediator, while ruling out alternative explanations. Study 3 indicates that threat evokes luxury preferences only when advertisements for both luxury and nonluxury products use abstract messages, as opposed to concrete messages. The findings provide practical insights showing that the most effective advertising strategy for luxury brand managers is to use abstract rather than concrete messages for targeting consumers who feel highly threatened by COVID‐19.

show abstract

Section: Luxury Consumption and The Covid-19 Threatmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Conceptual Frameworkmentioning

confidence: 99%

See 1 more Smart Citation

The COVID‐19 threat and luxury advertising

Baek

Kim

Yoon

et al. 2023

J of Consumer Behaviour

Self Cite

View full text Add to dashboard Cite

show abstract

Mega‐influencers and brand dynamics: Shaping attitudes toward leading and challenger brands through electronic word of mouth

Rialti,

Zollo,

Kim

et al. 2024

Psychology and Marketing

View full text Add to dashboard Cite

The aim of this paper is to explore how mega‐influencers' electronic word of mouth (eWOM) messages on social media influence consumers' brand attitudes in duopolistic markets. Through three experimental studies, we observe that when mega‐influencers send positive (vs. negative) eWOM messages about a leading brand, followers form positive (vs. negative) brand attitudes, but these effects fail to occur when influencers back challenger brands. The findings are consistent across three duopolistic market rivals (Apple vs. Samsung; UPS vs. FedEx; Nike vs. Adidas), three social media platforms (Facebook, Instagram, and X), and four mega‐influencers (Marques Brownlee, Gary Vaynerchuk, Kanye West, and Kylie Jenner). Findings indicate that mega‐influencers have more persuasive power when recommending or criticizing leading brands rather than challenger brands, irrespective of their follower base. The findings contribute to the marketing literature by showing that in duopolistic market contexts, mega‐influencers' e‐WOM has varied effects on followers' brand attitudes, depending on brand status in the market.

show abstract