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 Author(s) Sheng-Hong Ye , Xiao-Ting Liu , Sheng-Yu Shi Affiliation(s) Management School, Jinan University, Guangzhou, China . 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 consumer...