跳至主要内容

The Research of Status’s Influence on Consumers’ Self-Brand Connection with Luxury Brands: Moderating Role of Self-Esteem and Vanity*

Read  full  paper  at:
http://www.scirp.org/journal/PaperInformation.aspx?PaperID=52993#.VK89EMnQrzE

ABSTRACT
With the rapid development of social economy and the improvement of living quality, consumers are inclined to demonstrate their social status by using luxury brands today. This research explores the influence that the status of consumers makes on their self-brand connection with luxury brands, as well as the regulating effect of self-esteem and vanity from the perspective of Chinese cultural background. The analysis of the data shows that: in traditional Chinese cultural background, the higher the status of the consumer is, the higher the comsumer’s self-brand connection with luxury brands is, and vice verse. Self-esteem and vanity have a regulating effect on this relationship. When consumers’ self-esteem level is low, if their status is lower too, then their self-brand connection with luxury brands is higher than that of the high status; and when consumers’ self-esteem level is high, the result is opposite. The level of consumers’ social status has no significant effect on their self-brand connection with luxury brands when they are in low vanity, while to highly peacockish consumers, the self-brand connection with luxury brands of those with low status is significantly lower than that of the high status. We also have discussed the results and given the marketing proposal in the end.
 
Cite this paper
Ye, S. , Liu, X. and Shi, S. (2015) The Research of Status’s Influence on Consumers’ Self-Brand Connection with Luxury Brands: Moderating Role of Self-Esteem and Vanity*. Open Journal of Business and Management, 3, 11-19. doi: 10.4236/ojbm.2015.31002.
 
References
[1]Escalas, J.E. and Bettman, J.R. (2003) You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13, 339-348.
http://dx.doi.org/10.1207/S15327663JCP1303_14
 
[2]Swaminathan, V., Page, K.L. and Gürhan-Canli, Z. (2007) “My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations. Journal of Consumer Research, 34, 248-259. http://dx.doi.org/10.1086/518539
 
[3]Carroll, B.A. and Ahuvia, A.C. (2006) Some Antecedents and Outcomes of Brand Love. Marketing Letters, 17, 79-89. http://dx.doi.org/10.1007/s11002-006-4219-2
 
[4]Moore, D.J. and Homer, P.M. (2008) Self-Brand Connections: The Role of Attitude Strength and Autobiographical Memory Primes. Journal of Business Research, 61, 707-714.
http://dx.doi.org/10.1016/j.jbusres.2007.09.002
 
[5]Zhang, M.X. (2005) Confucian Cultural Values Interpretation of Symbolic Purchase Behavior-Concept Definition, Measurement, Modeling, and Marketing Strategy Proposal. Chinese Industrial Economy, 3, 106-112.
 
[6]Weiss, Y. and Fershtman, C. (1998) Social Status and Economic Performance: A Survey. European Economic Review, 42, 801-820. http://dx.doi.org/10.1016/S0014-2921(97)00137-2
 
[7]Dreze, X. and Nunes, J. (2009) Feeling Superior: The Impact of Loyalty Program Structure on Consumer’s Perception of Status. Journal of Consumer Research, 35, 890-905.
http://dx.doi.org/10.1086/593946
 
[8]O’Cass, A. and McEwen, H. (2004) Exploring Consumer Status and Conspicuous Consumption. Journal of Consumer Behaviour, 4, 25-39. http://dx.doi.org/10.1002/cb.155
 
[9]Wang, X., Cai, W., Sun, J.Q., Wu, S., Feng, Z.Q. and Jin, S.H. (2014) The Development and Comparison of Power: From the Perspective of Social Psychology Theory. Advances in Psychological Science, 22, 139-149.
 
[10]Sun, C.C. (2008) Symbol Consumption and Identity Ethics. Morality and Civilization, 1, 7-10.
 
[11]Rucker, D.D., Galinsky, A.D. and Dubois, D. (2012) Power and Consumer Behavior: How Power Shapes Who and What Consumers Value. Journal of Consumer Psychology, 22, 352-368.
http://dx.doi.org/10.1016/j.jcps.2011.06.001
 
[12]Coopersmith, S. (1982) The Antecedents of Self-Esteem. The Journal of Humanistic Education and Development, 21, 18-21. http://dx.doi.org/10.1002/j.2164-4683.1982.tb00207.x
 
[13]Rudich, E.A. and Gregg, A.P. (2007) Self-Esteem Moderates Preferences for Accepting Versus Rejecting Interaction Partners. European Journal of Social Psychology, 37, 955-967.
http://dx.doi.org/10.1002/ejsp.408
 
[14]White, K., Argo, J.J. and Sengupta, J. (2012) Dissociative versus Associative Responses to Social Identity Threat: The Role of Consumer Self-Construal. Journal of Consumer Research, 39, 704-719.
http://dx.doi.org/10.1086/664977
 
[15]Zhang, W.L. (2004) Study of Taiwan College Students about Characteristics of Vanity, Materialism and the Relationship between Price Perception. Journal of Management, 21, 629-651.
 
[16]Yuan, S.F., Gao, Y. and Zheng, Y.X. (2009) Face Consciousness, Position Consumption Propensity and Conspicuous Consumption Behavior—Theoretical Model and Empirical Test. Collected Essays on Finance and Economics, 5, 81-86.
 
[17]Schiffman, L.G., Hansen, H. and Kanuk, L. (2011) Consumer Behavior: A European Outlook. Financial Times Prentice Hall, New York.
 
[18]Johar, J.S. and Sirgy, M.J. (1991) Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal. Journal of Advertising, 20, 23-33.
http://dx.doi.org/10.1080/00913367.1991.10673345
 
[19]Davidson, N.M. (2009) Property and Relative Status. Michigan Law Review, 107, 757-817.
 
[20]Rosenberg, M. (1972) Society and the Adolescent Self-Image. 3rd Edition, Princeton University Press, Princeton.
 
[21]Netemeyer, R.G., Burton, S. and Lichtenstein, D.R. (1995) Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior. Journal of Consumer Research, 21, 612-626.
http://dx.doi.org/10.1086/209422                                                                                      eww150109lx
标签：

评论

发表评论

此博客中的热门博文

Does Immigration Promote the Investment of the Monopolistic Firm?

In the present paper, we examine the effect of increasing uncertainty of immigrants’ growth on the optimal timing of investment of a firm that has a monopolistic power over the labor market. It is revealed that when the uncertainty of immigrants’ growth is more than a threshold level, increasing uncertainty of immigrants’ growth accelerates the optimal timing of firms’ investment and enhances the economic growth, even if the uncertainty of immigrants’ growth is formulated by the geometric Brownian motion, which is in sharp contrast to the standard result that an increase in the uncertainty postpones the optimal timing. With an increase in the immigrants over the past ten years, workforces in the host countries have been growing significantly to the extent that the immigrants represent 70% of the increase in the workforce in Europe, and 47% in the United States as OECD indicates. In the present paper, we attempted to investigate the effect of increased uncertainty caused by the growi...
发表评论
阅读全文

Education Policy Implementation: A Mechanism for Enhancing Primary Education Development in Zanzibar

Education is one of the fundamental rights of individuals; therefore, the government of a country needs to develop and strengthen educational policy and quality as well as to ensure that everyone has equal access to basic education. The improvement of access and quality of education in the world is becoming as an essential factor in development, whereas the basic education (primary school), is acknowledged as a foundation of the higher educational development for every country. To fulfill this goal, governments introduce several policies and procedures; however, it requires some reforms and participation from the politician, policymakers, and other stakeholders to re-examine educational policy so that it can lead to multiplication and betterment of the reforms. Educational reforms actually focus on accountability. A positive educational development and reform is very challenging and needs more effort and strategy on how to use and utilize the resources effectively as such it can achie...
发表评论
阅读全文