Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity

PurposeMillennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their favorite fashion brands. The study also tests the moderating role of millennials’ involvement and knowledge.Design/methodology/approachData are collected from 621 graduate student millennials of a university. Hayes process macros is used to test the moderated-mediation model.FindingsThe study confirms the complementary mediating role of BESC and enhances the moderating role of involvement and knowledge. Millennials with high involvement and knowledge enhance the positive relationship between brand love, BESC and brand advocacy.Originality/valueThe study contributes to the existing literature of self-concept theory and provides useful insights for fashion marketers about millennials.

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Are Differences Between Partners Always Detrimental? The Moderating Role of Future Connectedness

Interpersona An International Journal on Personal Relationships ◽

10.5964/ijpr.v8i2.161 ◽

2014 ◽

Vol 8 (2) ◽

pp. 180-192

Author(s):

Simon Andrew Moss ◽

Jasmine Dolan

Keyword(s):

Relationship Satisfaction ◽

Romantic Partners ◽

Self Concept ◽

Inverse Association ◽

Primary Motivation ◽

Expansion Theory ◽

Moderating Role

Whether perceived differences between romantic partners compromises or enhances relationships may depend on the characteristics of individuals. This study explores the possibility that differences in capabilities but not motives enhance relationship satisfaction—but only when the individuals feel connected to their future identity. In particular, when individuals feel connected to their future identity, their primary motivation is to accrue capabilities and resources that could be useful in subsequent decades. They will thus seek partners with capabilities they have yet to acquire because, consistent with self-expansion theory, they tend to perceive these abilities as part of their own self-concept. To test this premise, 152 individuals rated the motives and capabilities of both themselves and their partners and also answered questions that gauge their relationship satisfaction and connectedness to their future identity. Perceived differences in motives and capabilities were inversely associated with relationship satisfaction. However, when participants felt connected to their future identity, the inverse association between differences in capabilities and relationship satisfaction diminished. Accordingly, if individuals perceive their lives as stable, they can embrace some differences between themselves and their partner.

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Associations between Physical Self-Concept and Anticipated Guilt and Shame: The Moderating Role of Gender

Sex Roles ◽

10.1007/s11199-020-01137-x ◽

2020 ◽

Vol 83 (11-12) ◽

pp. 763-772

Author(s):

Jenna D. Gilchrist ◽

Shauna Solomon-Krakus ◽

Eva Pila ◽

Peter Crocker ◽

Catherine M. Sabiston

Keyword(s):

Self Concept ◽

Moderating Role

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Culture Is Associated With the Experience of Long-Term Self-Concept Changes

Social Psychological and Personality Science ◽

10.1177/1948550619893966 ◽

2020 ◽

Vol 11 (8) ◽

pp. 1047-1056

Author(s):

Brian W. Haas ◽

Michelle R. vanDellen

Keyword(s):

Cultural Context ◽

American Culture ◽

Adult Life ◽

Well Being ◽

Self Concept ◽

Family Based ◽

Moderating Role ◽

Over Time

Cultural context can affect how changes in self-concepts are either valued or tolerated. However, very little is currently known regarding how culture may differentially confer consequences to people that change their self-concepts over the course of several years. We investigated the moderating role of culture (Japan and USA) on the link between long-term (∼4 years) self-concept changes and a comprehensive set of well-being measures (hedonic, eudaimonic, and family based). We found that American’s self-concept instability was more negatively associated with one’s well-being and emotional support within one’s family than Japanese. Furthermore, Americans were particularly negatively impacted when they became less agentic and conscientious over time. One possible interpretation is that Western, individualistic cultures may discourage people from changing their identities throughout their adult life. Although American culture often espouses the sanctity of freedom, American culture may also limit people’s freedom to change how they see themselves over time.

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Obesity, Binge Eating, and Psychological Distress: The Moderating Role of Self-Concept Disturbance

Current Psychiatry Reviews ◽

10.2174/157340009788971100 ◽

2009 ◽

Vol 5 (3) ◽

pp. 175-181 ◽

Cited By ~ 1

Author(s):

Bruce Blaine

Keyword(s):

Psychological Distress ◽

Binge Eating ◽

Self Concept ◽

Moderating Role

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Self-Concept and Inattention or Hyperactivity–Impulsivity Symptomatology: The Role of Anxiety

Brain Sciences ◽

10.3390/brainsci10040250 ◽

2020 ◽

Vol 10 (4) ◽

pp. 250

Author(s):

Marisol Cueli ◽

Celestino Rodríguez ◽

Laura M. Cañamero ◽

José Carlos Núñez ◽

Paloma González-Castro

Keyword(s):

Attention Deficit Hyperactivity Disorder ◽

Trait Anxiety ◽

Self Concept ◽

State Trait Anxiety Inventory ◽

Hyperactivity Disorder ◽

Low Levels ◽

The Relationship ◽

Moderating Role ◽

Adhd Symptomatology

Attention-deficit/hyperactivity disorder (ADHD) has been associated with low levels of self-concept (academic, emotional, social or physical), although this association can differ in the function of the inattention or hyperactivity–impulsivity symptomatology. Furthermore, the relation between ADHD and self-concept can be mediated or moderated by the levels of anxiety. This work is aimed to examine the differential effect of inattention symptomatology and hyperactivity–impulsivity symptomatology on academic, emotional, social and physical self-concept and the mediating or moderating role of anxiety in this relationship. A total of 167 students (70.7% boys and 29.3% girls) aged between 11 and 16 participated in this study. Students’ ADHD symptomatology, self-concept in four areas (academic, emotional, social and physical self-concept) and trait anxiety were measured with the State-Trait Anxiety Inventory for Children. The results indicate that trait anxiety mediates the relationship between inattention and emotional, social and physical self-concept but does not moderate this relationship. Trait anxiety does not mediate or moderate the relationship between hyperactivity–impulsivity symptoms and self-concept. When inattention symptomatology increases, academic self-concept decreases directly, but students’ emotional, social and physical self-concept decreases indirectly through trait anxiety.

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