A qualitative comparative study of?Japanese fashion brands via?profiling young shoppers
A qualitative comparative study of?Japanese fashion brands via?profiling young shoppers
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通过分析年轻购物者对日本时尚品牌的定性比较研究
DOI：
10.1108/ijrdm-09-2021-0418
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发表时间：
2022
期刊：
影响因子：
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通讯作者：
Ikeda Kayo
中科院分区：
文献类型：
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作者：
Miao Miao;Numata Hideho;Ikeda Kayo
本研究采用复杂性理论，通过定性的比较研究，对日本时尚市场的品牌感知成分和忠诚度计划进行研究，探讨行为品牌忠诚度的发展。本研究提出两个研究问题：(1)在新冠肺炎疫情的潜在影响下，品牌感知和有限合伙人是否会影响年轻一代对三种不同门店数量和价格规模的品牌的边界边界？(2)如果是，这些因素在什么条件下对边界边界有正向影响？设计/方法/途径本研究通过模糊集定性比较分析检验品牌感知、有限合伙人和边界边界之间存在的不对称关系，探讨复杂因素和条件对边界边界形成的影响。作者调查了751名日本消费者(年龄在18岁至25岁之间)，他们选择了26个日本时尚品牌作为他们的最爱，并参与了这些品牌的LP。FsQCA的使用补充了现有的研究，解释了因果变量如何对BBL产生积极和消极的影响。结果(1)通过分析年轻购物者的心理和行为特征，提出了预测高BBL的多种因果解决方案；(2)显示了在为不同类型的品牌制定BBL时，因果因素和消费者特征如何发挥不同的作用。本研究在两个主要方面提供了理论和实践上的启示：(1)作者采用定量和定性分析相结合的混合方法，基于三种类型的日本时尚品牌，提出了一个将感知品牌忠诚度和有限合伙人与商业边界联系起来的集成模型；(2)考虑到新冠肺炎疫情的影响，研究结果通过描述购物者的特征，为预测高水平的商业边界提供了多种解决方案。
PurposeThis study adopts complexity theory to explore behavioural brand loyalty (BBL) development by investigating brand perceptional components and loyalty programs (LPs) in the Japanese fashion market through a qualitative comparative study. The authors address two research questions: (1) Under the potential influence of the COVID-19 pandemic, do brand perceptions and LPs contribute to young generation's BBL toward three types of brands with different scales of store numbers and prices? (2) If so, under what conditions do these factors positively influence BBL?Design/methodology/approachThis study considers the effects of complex factors and conditions on BBL formation by testing the asymmetric relationships that exist among brand perceptions, LPs, and BBL via fuzzy-set qualitative comparative analysis (fsQCA). The authors surveyed 751 Japanese consumers (aged 18–25 years) who had chosen 26 Japanese fashion brands as their favourites and participated in the LPs of those brands. The use of fsQCA supplements the existing research by explaining how causal variables affect BBL both positively and negatively.FindingsThe results (1) present multiple causal solutions in predicting high BBL by profiling young shoppers based on their psychological and behavioural characteristics; (2) show how causal factors and consumer characteristics work differently when developing BBL for different types of brands. The findings established that brand perceptions and LPs could affect BBL positively and negatively, depending on the characteristics of fashion brands and shoppers.Originality/valueThis study offers theoretical and practical implications in two main aspects: (1) the authors adopted a mixed methodology with quantitative and qualitative analysis to propose an integrated model that connects perceptional brand loyalty and LPs with BBL, based on three types of Japanese fashion brands; (2) the results offer multiple solutions for predicting the high level of BBL by profiling shoppers' characteristics, considering the impacts of the COVID-19 pandemic.