Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection
Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection
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离开还是留下？
DOI：
10.1002/cb.1860
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发表时间：
2020-08
影响因子：
4.3
通讯作者：
Liangyan Wang
中科院分区：
文献类型：
--
作者：
Xian Liu;Barbara Loken;Liangyan Wang
奢侈品牌的营销经理经常使用排他性的营销策略，这可能会让消费者感到被这些品牌拒绝。在我们的研究中，我们考察了具有独立自我构念的消费者是否比那些自我构念相互依赖的消费者更有可能在感觉被拒绝时降低对奢侈品牌的评价。三项研究的结果支持这一假设。研究1使用假设的未来情景操纵品牌拒绝，提供证据表明，长期独立(相对于相互依赖)自我构念较高的消费者更有可能降低他们对拒绝他们的理想奢侈品牌的品牌态度和购买意图。研究二在文化层面上复制了自我建构的调节作用，比较了中国和美国的受访者。研究3再次比较了文化层面上的自我构念，但通过让受访者回忆之前的被拒绝经历来操纵品牌拒绝。重要的是，研究3揭示了自我品牌联系的中介影响。也就是说，与相互依赖的人相比，独立者在回忆奢侈品牌被拒绝的经历时，更有可能报告他们与被拒绝的品牌的关联感下降，这反过来又导致对该品牌的态度降低，购买意愿降低。我们的发现为奢侈品品牌营销者提供了利基品牌战略设计和跨文化客户关系管理的洞察力。
Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.
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作者：
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