已入深夜,您辛苦了!由于当前在线用户较少,发布求助请尽量完整的填写文献信息,科研通机器人24小时在线,伴您度过漫漫科研夜!祝你早点完成任务,早点休息,好梦!

Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions

广告 品牌延伸 品牌知名度 品牌管理 品牌忠诚度 社会化媒体 独创性 品牌资产 口头传述的 心理学 感知 业务 营销 价值(数学) 社会心理学 创造力 神经科学 万维网 机器学习 计算机科学
作者
Sanga Song,Hye‐Young Kim
出处
期刊:Journal of Product & Brand Management [Emerald (MCB UP)]
卷期号:31 (7): 1033-1046 被引量:34
标识
DOI:10.1108/jpbm-06-2020-2936
摘要

Purpose This study aims to investigate the relationships between customer perceptions of luxury companies’ brand pages (i.e. brand page value and self-expressive brands) and customers’ affective (i.e. brand page satisfaction and brand love) and behavioral (i.e. word-of-mouth [WOM] and attitudinal loyalty intentions) responses. Design/methodology/approach Structural equation modeling was used to analyze the data of 290 social media users in the USA who followed at least one luxury brand on social media. Findings The results demonstrated that consumers’ brand page satisfaction, influenced by the brand page’s information and entertainment value, was related to brand love and WOM intentions. Meanwhile, brand love – defined as emotional devotion to a brand – was influenced by self-expressive brands and was positively related to both WOM and attitudinal loyalty intentions. Originality/value This study identifies a set of customer perceptions that drive consumers’ affective and behavioral responses and that can be used to guide luxury brands to best use their brand pages on social media. By developing and testing a dual-impact model consisting of brand page satisfaction and brand love, this study provides practical directions for luxury brand managers and marketers who wish to transform their followers into both brand advocates who elevate the brand through WOM communications and loyal customers who are committed to affiliating with and supporting the brand.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
大幅提高文件上传限制,最高150M (2024-4-1)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
1秒前
1秒前
疯狂的凉面关注了科研通微信公众号
1秒前
2秒前
保安完成签到,获得积分10
4秒前
xhkxz发布了新的文献求助10
6秒前
7秒前
捉月亮_发布了新的文献求助10
7秒前
笨蛋小狗梦想为春日半岛蹦极完成签到,获得积分10
8秒前
蓬莱塔图完成签到 ,获得积分10
9秒前
9秒前
11秒前
11秒前
yxx发布了新的文献求助10
11秒前
11秒前
13秒前
昭明完成签到,获得积分10
14秒前
Dr发布了新的文献求助10
14秒前
香蕉觅云应助翟闻雨采纳,获得10
14秒前
16秒前
mywyj发布了新的文献求助30
16秒前
WJ完成签到,获得积分10
17秒前
会咩的嘉人璐完成签到,获得积分10
17秒前
天天快乐应助Dr采纳,获得10
17秒前
19秒前
杨欣1994发布了新的文献求助10
22秒前
Dr完成签到,获得积分10
23秒前
25秒前
科研通AI2S应助老婆婆采纳,获得10
25秒前
26秒前
26秒前
虞美人完成签到 ,获得积分10
27秒前
哈喽发布了新的文献求助30
27秒前
28秒前
白菜包子完成签到 ,获得积分10
29秒前
JUNJIU发布了新的文献求助20
29秒前
直率向薇发布了新的文献求助10
31秒前
32秒前
33秒前
文献互助完成签到,获得积分10
34秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
Aspects of Babylonian celestial divination: the lunar eclipse tablets of Enūma Anu Enlil 500
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
India's foreign trade policy and its performance in the world economy 450
Dictionary of socialism 350
Mixed-anion Compounds 300
Geochemistry, 2nd Edition 地球化学经典教科书第二版 300
热门求助领域 (近24小时)
化学 医学 生物 材料科学 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 基因 遗传学 催化作用 物理化学 免疫学 量子力学 细胞生物学
热门帖子
关注 科研通微信公众号,转发送积分 3196404
求助须知:如何正确求助?哪些是违规求助? 2845159
关于积分的说明 8053183
捐赠科研通 2509764
什么是DOI,文献DOI怎么找? 1342009
科研通“疑难数据库(出版商)”最低求助积分说明 639304
邀请新用户注册赠送积分活动 608563