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
aaaaa完成签到,获得积分10
刚刚
繁荣的迎松完成签到,获得积分10
1秒前
多托郭完成签到 ,获得积分10
1秒前
yangmingyu发布了新的文献求助10
1秒前
渔泽发布了新的文献求助10
1秒前
2秒前
honger发布了新的文献求助10
2秒前
2秒前
Buxi完成签到,获得积分10
3秒前
CXSCXD完成签到,获得积分10
4秒前
光亮毛豆发布了新的文献求助10
4秒前
不配.应助晾猫人采纳,获得10
4秒前
melon完成签到,获得积分10
5秒前
6秒前
多多发布了新的文献求助10
7秒前
joker完成签到 ,获得积分10
8秒前
8秒前
9秒前
CHANG发布了新的文献求助30
9秒前
赘婿应助小圆圈采纳,获得10
11秒前
melon发布了新的文献求助10
11秒前
12秒前
12秒前
丘比特应助谦让的紫蓝采纳,获得10
12秒前
大马哥完成签到 ,获得积分10
13秒前
锋洋之恋完成签到,获得积分10
13秒前
反杀闰土的猹完成签到,获得积分10
13秒前
南极洲可乐完成签到,获得积分10
15秒前
微笑高山完成签到 ,获得积分10
16秒前
17秒前
大气质发布了新的文献求助50
17秒前
18秒前
19秒前
飘逸的烧鹅完成签到 ,获得积分10
20秒前
充电宝应助英勇小霸王采纳,获得10
20秒前
22秒前
NexusExplorer应助科研通管家采纳,获得10
23秒前
大模型应助科研通管家采纳,获得10
23秒前
23秒前
汉堡包应助科研通管家采纳,获得10
23秒前
高分求助中
Spray / Wall-interaction Modelling by Dimensionless Data Analysis 2000
ALA生合成不全マウスでの糖代謝異常の分子機構解析 520
安全防范技术与工程 500
Mathematics and Finite Element Discretizations of Incompressible Navier—Stokes Flows 500
2-Acetyl-1-pyrroline: an important aroma component of cooked rice 500
A real-time energy management strategy based on fuzzy control and ECMS for PHEVs 400
2024 Medicinal Chemistry Reviews 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 3191006
求助须知:如何正确求助?哪些是违规求助? 2840262
关于积分的说明 8027729
捐赠科研通 2503618
什么是DOI,文献DOI怎么找? 1336979
科研通“疑难数据库(出版商)”最低求助积分说明 638000
邀请新用户注册赠送积分活动 606406