The role of perceived value in shaping luxury service customers’ self-brand connection

Lu, Shiwen; Ahn, Jiseon

doi:10.1177/14673584221126794

Cited by 9 publications

(9 citation statements)

References 69 publications

(99 reference statements)

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“…For instance, Kemp et al (2012) propose the attitude, quality and uniqueness of a city brand determinants of SBC. In the case of luxury brands, Lu and Ahn (2022) observe that brand functional, individual and social values increase SBC. Recently, Ibrahim and Aljarah (2023) confirm the effect of social media marketing activities on SBC.…”

Section: Theoretical Background and Research Model Developmentmentioning

confidence: 96%

“…Thus, if a brand is able to forge a link with a consumer's identities, goals and concerns, SBC will have been achieved (Lin et al, 2021). As a result, different brand elements help to fit in with consumers' identities, goals and concerns and thus build SBC (Lu and Ahn, 2022;Fazli-Salehi et al, 2021a). For instance, Kemp et al (2012) propose the attitude, quality and uniqueness of a city brand determinants of SBC.…”

Section: Formation Of Self-brand Connection In the Channel-mix Contextmentioning

confidence: 99%

“…As a result, different brand elements help to fit in with consumers’ identities, goals and concerns and thus build SBC (Lu and Ahn, 2022; Fazli-Salehi et al , 2021a). For instance, Kemp et al (2012) propose the attitude, quality and uniqueness of a city brand determinants of SBC.…”

Section: Theoretical Background and Research Model Developmentmentioning

confidence: 99%

“…Although their contribution to consumer–brand relationships is beyond question, which brand attributes actually enable SBC remains less clear (McManus et al , 2022). Researchers believe that if the brand strategy can provide consumers with an array of functions or values, then such a connection can occur (Lu and Ahn, 2022). As a result, previous literature has related SBC elicitation through different aspects.…”

Section: Introductionmentioning

confidence: 99%

“…For instance, some scholars have focused on identity basis attributes, such as brand credibility (An et al , 2019), transparency (Lin et al , 2021) or appeal (Liu and Mattila, 2017). However, another stream of research has also furthered the understanding of how brand instrumental attributes such as perceived quality (Kemp et al , 2012; Hemsley-Brown et al , 2016), utilitarian benefits (Lin et al , 2017), financial and functional values (Lu and Ahn, 2022) or social media marketing activities (Panigyrakis et al , 2020) contribute to SBC formation. Brand channel-mix management might therefore also help to foster SBC and to develop long-lasting consumer–brand relationships.…”

Section: Introductionmentioning

confidence: 99%

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Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

Rodríguez-Torrico,

San José Cabezudo,

San-Martín

2023

JPBM

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Purpose In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations. Design/methodology/approach The authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management. Findings Insofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM. Originality/value This work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.

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Section: Theoretical Background and Research Model Developmentmentioning

confidence: 96%

Section: Formation Of Self-brand Connection In the Channel-mix Contextmentioning

confidence: 99%

Section: Theoretical Background and Research Model Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

Rodríguez-Torrico,

San José Cabezudo,

San-Martín

2023

JPBM

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Predicting the value‐based determinants of sustainable luxury consumption: A multi‐analytical approach and pathway to sustainable development in the luxury industry

Essiz,

Senyuz

2023

Bus Strat Env

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Concern for the environment is prevalent among luxury consumers, and sustainable development has become a pervasive theme in the luxury industry. However, there has been limited empirical research on the burgeoning area of sustainable luxury to profile the characteristics of sustainable luxury consumers. In this research, we explore how value perceptions impact consumers' purchase intentions for sustainable luxury products by building an integrated predictive framework based on the theory of consumption values. We deploy a hybrid partial least squares structural equation modeling–artificial neural network approach with additional importance‐performance map analyses to study a sample of 894 luxury consumers in the United States. The empirical findings show that sustainable luxury is profoundly value‐driven. After accounting for linear and nonlinear patterns, functional, emotional, epistemic, conditional, and green consumption values exhibit significant positive impacts on purchase intention, with the exception of social value. Further, we elucidate a theoretically grounded mediator (conspicuous ethical self‐identity) and a moderator (green advertising receptivity) that buffer the link between consumption values and purchase intention. We also uncover cross‐generational disparities, in which millennials—compared to Gen X—display greater conspicuous ethical self‐identity as well as higher levels of green advertising receptivity and purchase intention. From a theoretical perspective, this research contributes to sustainability marketing literature and advances our understanding of the psychographic, behavioral, and demographic factors that influence sustainable luxury consumption. On a managerial basis, this research offers insights for luxury brand practitioners on how to leverage multidimensional value perceptions in their sustainable product positioning and communication strategies.

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Role of Multisensory Marketing of Bath Amenities in Luxury Hotel Customers' Perceived Value

Park,

Yun,

Ahn

2024

Journal of Tourism Research

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The popularity of sensory marketing has piqued the interest of luxury service providers in designing service environments to stimulate the senses of customers seeking a unique luxury experience. Providing high‐quality hotel products allows an opportunity to gain a competitive advantage through brand differentiation. This study explores the link between the multisensory marketing of bath amenities (stimulus), perceived value (organism), and behavioral intention (response) based on the stimulus–organism–response framework. The data were collected from luxury hotel customers in the United States. Structural equation modeling was used to test the proposed relationships. The results show that customers with a high level of sensory experience tend to perceive high hedonic, quality, and prestige values. Further, perceived value affected customers' behavioral intentions (i.e., purchase and revisit intentions) through satisfaction. These findings offer useful guidelines for service providers on how they can achieve sustainable growth by differentiating brands using sensory attributes.

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The role of perceived value in shaping luxury service customers’ self-brand connection

Cited by 9 publications

References 69 publications

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

Building consumer–brand relationships in the channel-mix era. The role of self–brand connection and product involvement

Predicting the value‐based determinants of sustainable luxury consumption: A multi‐analytical approach and pathway to sustainable development in the luxury industry

Role of Multisensory Marketing of Bath Amenities in Luxury Hotel Customers' Perceived Value

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