دانلود مقاله نقش تجربه برند، طنین برند و اعتماد برند در مصرف لوکس
چکیده
مقدمه
مروری بر مطالعات پیشین و توسعه فرضیه
روش ها
نتایج
بحث
مفاهیم
نتیجه گیری
محدودیت ها و جهت گیری های تحقیقات آتی
منابع
Abstract
Introduction
Literature review and hypothesis development
Methods
Results
Discussion
Implications
Conclusions
Limitations and future research directions
References
چکیده
مصرف برندهای لوکس به ویژه در اقتصادهای نوظهور به طور قابل توجهی در حال افزایش است. در حالی که برخی از جنبه‌های مصرف لوکس ممکن است در میان محیط‌های فرهنگی سازگار باشد، تفاوت‌های کلیدی خاصی ممکن است غالب باشد. با توجه خاص به جنبه های رابطه ای و تجربی که مشخصه تعامل مصرف کننده-برند است. هدف از تحقیق حاضر پرداختن به این حوزه ای است که قبلاً مورد بررسی قرار نگرفته بود و تأثیر ویژگی های دوتایی مصرف کننده-برند - شامل تجربه برند، طنین برند، اعتماد به برند و مشارکت مصرف کننده در پیگیری برندهای لوکس در بافت هند است. داده‌ها با استفاده از نظرسنجی توزیع شده بین 413 مصرف‌کننده برند لوکس در چهار شهر بزرگ در هند، با استفاده از SmartPLS برای تجزیه و تحلیل جمع‌آوری شد. علاوه بر تأثیرات اصلی، تأثیر تعدیل کننده جنسیت، موقعیت جغرافیایی و نسل مورد بررسی قرار گرفت. نتایج نشان می‌دهد که تجربه برند و طنین برند هر دو برای مصرف لوکس ضروری هستند، با نقش تعدیل‌کننده اضافی نسل و جنسیت. علاوه بر این، مشارکت مصرف‌کننده برای میانجی‌گری رابطه یافت می‌شود. مفاهیم برای بورس تحصیلی و عمل مورد بحث قرار می گیرد.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Consumption of luxury brands has been rising significantly, particularly in emerging economies.
While some aspects of luxury consumption may be consistent across cultural settings, certain key differences may prevail; with particular attention to the relational and experiential aspects that characterize consumer-brand engagements. The purpose of the current research is to address this previously underexplored area and study the impact of consumer-brand dyadic attributes – incorporating brand experience, brand resonance, brand trust, and consumer involvement on the pursuit of luxury brands within the Indian context. Data was gathered using a survey distributed to 413 luxury brand consumers in four major metropolitan cities in India, employing Smart-PLS for analysis. In addition to the main effects, the moderating impact of gender, geographic location, and generation were explored. The results reveal that brand experience and brand resonance are both essential for luxury consumption, with an additional moderating role of generation and gender. Furthermore, consumer involvement is found to mediate the relationship. Implications for scholarship and practice are discussed.
Introduction
Luxury has played an important role throughout human history, having an impact on consumers' habits and aspirations regardless of their social status (Jhamb et al., 2020). Due to a combination of socioeconomic factors and evolving consumer trends, modern-day luxury consumption is no longer limited to the elite and privileged strata of contemporary society (Dhaliwal et al., 2020; Paul, 2019). Thanks to this downward extension propelling the growth of the luxury sector (Husic and Cicic, 2009), the sale of luxury goods increased exponentially during the last decade (Kapferer and Laurent, 2016; Shukla et al., 2015); with further optimistic future projections concerning the anticipated pool of consumers captured by the luxury industry (Husain et al., 2021; Kessous and Valette-Florence, 2019; Paul, 2015). Luxury is frequently associated with expression of aspirations and sentiments (Loureiro et al., 2020). Luxury implies straying from the "trend's" path, forging its road, and enforcing its own set of norms (Wang et al., 2021). The Asia-Pacific luxury market is expected to grow exponentially (Das and Jebarajakirthy, 2020).
Conclusions
The research findings can be seen as an insight into the luxury shoppers purchasing behavior in India. The current study analyzed the relationships between brand experience, resonance, trust, and involvement with luxury consumption. The moderating effect of age and generation were analyzed. The results indicated that brand experience and consumer involvement are the two most critical facilitators encouraging luxury consumption in the Indian context. The mediation analysis also re-iterated the importance of brand experience followed by brand trust in luxury shopping.
H1. Brand experience has a significant relationship with luxury consumptions – as approximated by consumer purchase intention towards selective luxury brands
H1a. Sensory brand experience has significant relationship with brand experience
H1b. Intellectual brand experience has significant relationship with brand experience
H1c. Affective brand experience has significant relationship with brand experience
H1d. Behavioral brand experience has significant relationship with brand experience
H2. Brand resonance– have a significant relationship with luxury consumption – as approximated by consumer purchase intention towards selective luxury brands
H2a. Brand engagement has significant relationship with brand resonance
H2b. Brand attachment has significant relationship with brand resonance
H2c. Brand judgment has significant relationship with brand resonance
H3. Brand trust has a significant relationship with luxury consumption – as approximated by consumer purchase intention towards selective luxury brands
H4. Consumer involvement has a significant relationship with luxury consumption – as approximated by consumer purchase intention towards selective luxury brands
H5a. Gender moderates the relationship between brand experience and luxury consumption
H5b. Gender moderates the relationship between brand resonance and luxury consumption
H5c. Gender moderates the relationship between brand trust and luxury consumption
H5d. Gender moderates the relationship between consumer involvement and luxury consumption
H6a. Generation moderates the relationship between brand experience and luxury consumption
H6b. Generation moderates the relationship between brand resonance and luxury consumption
H6c. Generation moderates the relationship between brand trust and luxury consumption
H6d. Generation moderates the relationship between consumer involvement and luxury consumption
H7a. Consumer involvement mediates the relationship between brand experience and luxury consumption
H7b. Consumer involvement mediates the relationship between brand resonance and luxury consumption
H7c. Consumer involvement mediates the relationship between brand trust and luxury consumption