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
六月发布了新的文献求助10
1秒前
1秒前
跳跃馒头完成签到,获得积分10
2秒前
aaa关注了科研通微信公众号
2秒前
gffh发布了新的文献求助30
4秒前
4秒前
6秒前
思源应助花开半夏采纳,获得10
7秒前
跳跃馒头发布了新的文献求助10
7秒前
8秒前
桐桐应助可耐的手机采纳,获得10
8秒前
xu完成签到,获得积分20
9秒前
共享精神应助FOODHUA采纳,获得10
9秒前
顾矜应助符雁采纳,获得30
9秒前
9秒前
10秒前
bkagyin应助积极的未来采纳,获得10
10秒前
hehe完成签到,获得积分10
10秒前
小新小新完成签到 ,获得积分10
11秒前
Rainbow完成签到,获得积分10
11秒前
11秒前
12秒前
春夏秋冬发布了新的文献求助10
12秒前
13秒前
鸡蛋煎饼发布了新的文献求助10
13秒前
小马甲应助zxj采纳,获得10
13秒前
Joe完成签到,获得积分20
14秒前
ComVivas发布了新的文献求助10
14秒前
李东洋发布了新的文献求助10
15秒前
15秒前
hhl发布了新的文献求助20
17秒前
左右完成签到,获得积分10
17秒前
17秒前
...应助husgbxud采纳,获得20
18秒前
Ash发布了新的文献求助10
18秒前
18秒前
BXR完成签到,获得积分20
19秒前
19秒前
ty完成签到,获得积分10
20秒前
20秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
Mixed-anion Compounds 600
ALA生合成不全マウスでの糖代謝異常の分子機構解析 520
Aspects of Babylonian celestial divination: the lunar eclipse tablets of Enūma Anu Enlil 500
Geochemistry, 2nd Edition 地球化学经典教科书第二版 401
2024 Medicinal Chemistry Reviews 400
Dictionary of socialism 350
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 3199117
求助须知:如何正确求助?哪些是违规求助? 2848000
关于积分的说明 8065989
捐赠科研通 2512807
什么是DOI,文献DOI怎么找? 1344901
科研通“疑难数据库(出版商)”最低求助积分说明 639938
邀请新用户注册赠送积分活动 609663