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
SciGPT应助菲菲采纳,获得10
刚刚
2秒前
大个应助dd采纳,获得10
2秒前
baomingqiu发布了新的文献求助10
3秒前
邓德亨卓汲完成签到,获得积分10
5秒前
丘比特应助范白容采纳,获得10
5秒前
大秦帝国完成签到,获得积分10
6秒前
帅哥发布了新的文献求助10
6秒前
李健的小迷弟应助zoe采纳,获得10
6秒前
zxy发布了新的文献求助10
7秒前
子勋发布了新的文献求助10
7秒前
Alberta完成签到,获得积分10
8秒前
不配.应助张宝采纳,获得10
9秒前
9秒前
小二郎应助kuku采纳,获得10
10秒前
在水一方应助友好亚男采纳,获得10
10秒前
123完成签到,获得积分10
12秒前
吼吼吼吼完成签到,获得积分10
12秒前
13秒前
斯文败类应助帅哥采纳,获得10
13秒前
小许发布了新的文献求助10
14秒前
15秒前
16秒前
范白容发布了新的文献求助10
18秒前
18秒前
19秒前
无私妙海发布了新的文献求助10
21秒前
23秒前
24秒前
kuku发布了新的文献求助10
25秒前
子勋完成签到,获得积分20
26秒前
28秒前
29秒前
ronin发布了新的文献求助10
29秒前
Ava应助小许采纳,获得10
30秒前
Cary完成签到,获得积分10
32秒前
32秒前
丘比特应助科研通管家采纳,获得10
33秒前
JamesPei应助科研通管家采纳,获得10
33秒前
田様应助科研通管家采纳,获得10
33秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
Evolution 3rd edition 1500
ALA生合成不全マウスでの糖代謝異常の分子機構解析 520
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
A new species of Coccus (Homoptera: Coccoidea) from Malawi 500
2-Acetyl-1-pyrroline: an important aroma component of cooked rice 500
Handbook on People's China (1957) 400
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 3189013
求助须知:如何正确求助?哪些是违规求助? 2838460
关于积分的说明 8019847
捐赠科研通 2501314
什么是DOI,文献DOI怎么找? 1335507
科研通“疑难数据库(出版商)”最低求助积分说明 637555
邀请新用户注册赠送积分活动 605656