可靠性
调解
心理学
背景(考古学)
独创性
广告
路径分析(统计学)
价值(数学)
品牌管理
来源可信度
品牌资产
业务
营销
社会心理学
社会学
古生物学
社会科学
统计
数学
机器学习
创造力
政治学
计算机科学
法学
生物
作者
Gunjan Malhotra,Gunjan Dandotiya
出处
期刊:International Journal of Retail & Distribution Management
[Emerald (MCB UP)]
日期:2023-10-30
卷期号:51 (12): 1719-1736
被引量:4
标识
DOI:10.1108/ijrdm-04-2023-0273
摘要
Purpose This study aims to understand consumers' attitudes towards luxury products based on the stereotype content model, brand anthropomorphism and the psychological ownership theory. Design/methodology/approach The authors collected data from Indian consumers using the online questionnaire survey method. Data analysis was conducted using SPSS AMOS version 24 and PROCESS SPSS macro, using both mediation and moderated mediation models. Findings The findings suggest that increasing brand anthropomorphism and stereotypes enhance consumers' attitudes through a significant mediating role of brand credibility. The results also show that consumers' psychological ownership positively moderates the mediating path via brand credibility from low to high levels. Originality/value In doing so, this study contributes to the literature on luxury retail by examining how brand stereotypes and brand anthropomorphism impact consumers' attitudes towards luxury brands through the mediating role of brand credibility and the moderating role of psychological ownership. In the process, the study provides an understanding of Indian consumers' attitudes in the context of the Indian luxury retail sector.
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