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’…
Abstract
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.
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This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory.
Abstract
Purpose
This study examined how social media influencers create and leverage followers' attachment to deliver marketing messages by applying human brand theory and attachment theory.
Design/methodology/approach
An online self-administered survey by 490 US adults who are Millennials (27–40) or Generation Z (18–26) in 2020 and currently following any specific social media influencer was conducted and analyzed.
Findings
The results suggest that homophily, social presence and attractiveness create a greater attachment. Attachment enhances followers' loyalty to the influencer and advertising credibility and reduces their resistance to advertising, whereas it does not affect advertising perception.
Research limitations/implications
This study suggests the significance of emotional bonding which explains the recent industry shifts targeting “micro-influencers” and long-term partnerships. The attachment to the influencer leads the followers to become loyal, credit marketing messages and lower the resistance without altering the perception as advertising.
Originality/value
This study identifies how attachment affects the followers' perception and response to the marketing message delivered by the influencer while previous studies were limited to the formulation process of attachment.
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Building on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate…
Abstract
Purpose
Building on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.
Design/methodology/approach
A sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was performed to test the measurement and structural models.
Findings
The results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.
Originality/value
This study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.
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Jennifer Huh, Hye-Young Kim and Garim Lee
This study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and…
Abstract
Purpose
This study examines how the locus of agency of brands' artificial intelligence (AI)–powered voice assistants (VAs) could lead to brand loyalty through perceived control, flow and consumer happiness under the moderating influences of brand image and voice congruity.
Design/methodology/approach
This study conducted a 2 (locus of agency: high vs. low) by 2 (brand image-voice congruity: congruent vs. incongruent) between-subjects experimental design. MANOVA, ANOVA and structural equation modeling (SEM) were conducted to test the hypothesized model.
Findings
ANOVA results revealed that human-centric (vs. machine-centric) agency led to higher perceived control. The interaction effect was significant, indicating the importance of congruency between brand image and VAs' voices. SEM results confirmed that perceived control predicted brand loyalty fully mediated by flow experience and consumer happiness.
Originality/value
This study provides evidence that the positive technology paradigm could carve out a new path in existing literature on AI-powered devices by showing the potential of a smart device as a tool for improving consumer–brand relationships and enriching consumers' well-being.
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Juanjuan Wu, Hae Won Ju, Jieun Kim, Cara Damminga, Hye-Young Kim and Kim K.P. Johnson
The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination…
Abstract
Purpose
The purpose of this research was to investigate the effect of three virtual fashion stores using product display methods dominant by colour, visual texture and style coordination on consumers' retailer interest, retail pleasure, perception of merchandise quality, patronage intention, and purchase behaviour to provide empirically tested, actionable product display methods to visual merchandising researchers and practitioners.
Design/methodology/approach
The authors used mixed methods for this exploratory study, combining experimental and focus group methods to gather data. For the experiment, data were collected via a between-subjects design reflecting manipulation of three variables (i.e. colour, style coordination, visual texture). After the experiment, participants completed a self-administered online questionnaire. A segment of the participants also participated in focus group discussions of the virtual stores.
Findings
Participants who shopped in the style coordination store spent significantly more money than those who shopped in colour or visual texture stores. Participants who shopped in the colour store experienced significantly more retail pleasure and showed significantly higher patronage intention than those who shopped in the visual texture and style coordination stores; and they showed more retailer interest than subjects in the visual texture store. Retail pleasure and interest were found to mediate the link between methods of product display and patronage intention. Participants' fashion involvement moderated the relationship between fashion product display methods and retail interest.
Originality/value
This research is one of the first to create three virtual stores featuring product display methods dominant by colour, visual texture, and style coordination using 3D technology – a Mockshop software package. The effect of these different display methods on shoppers' reactions and responses was tested, which provided actionable results for visual merchandising practitioners, not only in the physical but also in the virtual store environment.
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This study aims to examine mobile shoppers' shopping motivations compared with those of non‐mobile shoppers (i.e. potential adopters) and to identify driving motivations for…
Abstract
Purpose
This study aims to examine mobile shoppers' shopping motivations compared with those of non‐mobile shoppers (i.e. potential adopters) and to identify driving motivations for consumers to use the mobile shopping channel.
Design/methodology/approach
A sample of 400 mobile service users was drawn from a purchased consumer panel who completed a web‐based survey. Multiple discriminant analysis was used to analyze the data.
Findings
The results indicate that idea, efficiency, adventure, and gratification shopping motivations are significant determinants of mobile shoppers, implying that those shopping motivations are push factors of mobile shopping.
Research limitations/implications
The sample of this study consists primarily of US consumers with the largest group of respondents aged 19 to 30 years old; thus, the result may have a limited application to other countries and other age groups. Future research is encouraged to categorize mobile shopping service characteristics into shopping motivations and value.
Practical implications
The results suggest that idea, efficiency, adventure, and gratification shopping motivations need to be incorporated into the development of mobile shopping service functions and features to satisfy consumer needs and wants for the mobile shopping channel.
Originality/value
Due to the infancy stage of mobile shopping, there is minimal research comparing the two shopper segments' (mobile shoppers versus non‐mobile shoppers) motivations. This study contributes to generating multi‐dimensional mobile shopping motivation in explaining why consumers use the mobile shopping channel.
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Hye‐Young Kim, Ju‐Young M. Kang and Kim K.P. Johnson
The purpose of this study is to examine the interrelationships among consumer relationship proneness (CRP), three perceived loyalty program attributes (i.e. perceived complexity…
Abstract
Purpose
The purpose of this study is to examine the interrelationships among consumer relationship proneness (CRP), three perceived loyalty program attributes (i.e. perceived complexity, advantage, and risk), and resistance to change with participants in apparel retailer's loyalty programs.
Design/methodology/approach
Data were collected using an online survey with the assistance of a marketing research company. Participants were 294 members of apparel retailers' loyalty programs. Participants indicated one apparel retailer's loyalty program in which they took part. After that, they completed a questionnaire making reference to the program they had identified. To reduce measurement artifacts, dependent variables were assessed prior to their predictors.
Findings
CRP was found to have a significant effect on perceived advantage and resistance to change. In turn, perceived advantage revealed a significant positive effect on resistance to change. The results not only verify theoretical conceptions regarding CRP and its effect on perceived loyalty program attributes and resistance to change, but also provide insights into the implementation and development of apparel retail loyalty programs as well as customer relationship management.
Originality/value
The contributions of the research are twofold. First, it critically examines CRP with loyalty program members fulfilling an identified gap in the literature and testing CRP as a critical factor to the effectiveness of loyalty programs. Second, on a managerial level, it generates beneficial insight for apparel retailers to fine‐tune their loyalty programs.
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Juanjuan Wu, Ju-Young M. Kang, Cara Damminga, Hye-Young Kim and Kim K P Johnson
The purpose of this paper is to test an online apparel co-design experience model and to investigate six determinants (perceived ease of use, perceived usefulness, enjoyment…
Abstract
Purpose
The purpose of this paper is to test an online apparel co-design experience model and to investigate six determinants (perceived ease of use, perceived usefulness, enjoyment, level of personalization, social presence, and attitude towards the co-designed product) of online apparel co-design experience and effects on behavioural intention.
Design/methodology/approach
Female college students (n=265) were surveyed after an actual online apparel co-design experience in a computer lab and interactions with other users wherever such arenas were provided. structural equation modelling was used for data analysis.
Findings
The findings revealed that subjects’ apparel co-design experience was positively affected by enjoyment, attitude towards the co-designed product, perceived ease of use, and social presence. And behavioural intention towards the mass customization sites was positively affected by subjects’ attitude towards the co-design experience, subjective norm, and enjoyment.
Originality/value
The research makes a unique theoretical contribution by conceptualizing MC 2.0 (MC sites that provide arenas for user interaction) and by incorporating and confirming the significance of both “enjoyment” and “social presence” variables as predictors of online apparel co-design experience.
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Hye Young Moon and Bo Youn Lee
This study aims to investigate the effects of consumers’ motivations on behavioral intention to use self-service technology (SST) in airline services exploring multimediating…
Abstract
Purpose
This study aims to investigate the effects of consumers’ motivations on behavioral intention to use self-service technology (SST) in airline services exploring multimediating effects of flow experience and SST evaluation in Stimulus-Organism-Response model.
Design/methodology/approach
An online survey was conducted with quota sampling based on age group who had experiences of SSTs usage at the Incheon International Airport in South Korea. A total of 286 responses were used for the data analysis with structural equation modeling to examine the proposed model and the multimediating effects.
Findings
The results showed that consumers’ intrinsic and extrinsic motivations had positive impacts on their flow experience, SST evaluation and behavioral intention to use airline SSTs. Their flow experience had a positive influence on SST evaluation, and their SST evaluation influenced behavioral intention to use airline SSTs. Consumers’ flow experience and SST evaluation mediated the relationship between intrinsic and extrinsic motivations and behavioral intention to use airline SSTs.
Practical implications
It is important for customers to perceive extrinsic motivation such as speed, convenience and efficiency for the smooth process of airline SSTs at the airport. SST evaluation plays a key role to increase customers’ behavioral intention to use airline SSTs.
Originality/value
This study extends the understanding of consumers’ intrinsic and extrinsic motivations, flow experience, SST evaluation and behavioral intentions to use SST in airline services by building on a model. Especially, findings of the (multi)mediating effects of customers’ perceived flow and SST evaluation on the relationship between motivations and behavioral intention to use airline SSTs might provide better guidelines for managers to incorporate SSTs, to increase operational efficiency and to boost customer experiences.
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Yonjoo Cho, Jiwon Park, Soo Jeoung “Crystal” Han, Boreum Ju, Jieun You, Ahreum Ju, Chan Kyun Park and Hye Young Park
The purpose of this study was to compare South Korean female executives’ definitions of career success with those of male executives, identify their career development strategies…
Abstract
Purpose
The purpose of this study was to compare South Korean female executives’ definitions of career success with those of male executives, identify their career development strategies for success and provide implications for research and practice. Two research questions guiding our inquiry included: How do female executives’ definitions of career success differ from those of male executives? What career development strategies do male and female executives use for career success?
Design/methodology/approach
A basic qualitative research design was used and semi-structured interviews were conducted with 15 male executives and 15 female executives in diverse corporations by using an interview protocol of 13 questions regarding participants’ background, definitions of career success and final thoughts. To analyze the interview data, we used both NVivo 11 and a manual coding method.
Findings
Gender differences were detected in the participants’ definitions of career success and success factors. As previous studies indicated, male and female executives had different perspectives on career success: men tended to define career success more objectively than women. Many male executives, through experiencing transforming changes in their careers, began to appreciate work–life balance and personal happiness from success. Gender differences were also detected in their career development challenges, meanings of mentors and networking activities. While work stress surfaced as a challenge that men faced, experiencing the token status in the gendered workplace was a major challenge for female participants.
Research limitations/implications
In this study, three research agendas are presented, needing further investigation on career success, women’s token status and comparative analyses.
Practical implications
Three implications for practice have been provided, including organizational support, government’s role and HRD’s role.
Originality/value
Gender differences in this study were not as distinctive as previous literature has indicated. Some male executives valued more subjective career success than others, while a few female executives spoke of more objective definitions than others. These subtle differences could be captured through in-depth interviews. By hearing the participants’ stories, both objective and subjective definitions of success, for both genders, could be observed, which might not have been possible in quantitative research. In addition, the study findings reflect the nature of a uniquely Korean context. The participants worked in a Confucian and military culture, which operates in hierarchical structures and the command and control system, coupled with a heightened camaraderie spirit in the workplace.