Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption

2019 ◽  
Vol 28 (7) ◽  
pp. 800-811 ◽  
Author(s):  
Nikita Sharda ◽  
Anil Bhat
Keyword(s):  
Structural Equation ◽  
Mediating Effect ◽  
Luxury Brands ◽  
Empirical Examination ◽  
Luxury Consumption ◽  
Specific Product ◽  
Content Type ◽  
Product Features ◽  
The Relationship

Purpose There has been substantial research on luxury globally, but there is a dearth of studies empirically investigating the key relationships affecting luxury consumption. The aim of this paper is to consider the role of consumer vanity and brand consciousness and to set their relationships in context of luxury consumption. Design/methodology/approach To measure consumer vanity, brand consciousness, attitude towards luxury brands and purchase intentions, pre-established scale items were adopted. Self-administered questionnaires were distributed through luxury exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers are primarily driven by achievement vanity. They are likely to evaluate luxury brands based on their price, fame and their ability to portray their professional achievements. They incur unreasonable costs to acquire the expensive, famous and prestigious luxury brands and conspicuously consume them to display their success and accomplishments. Research limitations/implications The study provides an in-depth explanation of how consumer vanity is leading to consumption of luxury brands. The marketers may benefit by focussing on promotion of their brand's symbols and logos than on specific product features. Originality/value This is the first empirical examination understanding the mediating effect of brand consciousness as a mediator between consumer vanity and luxury consumption.

When others show off my brand: self-brand association and conspicuous consumption

2019 ◽  
Vol 32 (6) ◽  
pp. 1214-1225 ◽  
Author(s):  
Jie Li ◽  
Shuojia Guo ◽  
Jonathan Z. Zhang ◽  
Liben Sun
Keyword(s):  
Social Class ◽  
Brand Management ◽  
Conspicuous Consumption ◽  
Mediating Effect ◽  
Future Research ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
Brand Association ◽  
The Relationship

Purpose The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China. Design/methodology/approach Two studies are conducted to test three hypotheses. In Study 1, the authors examine the mediating effect of self-brand association (SBA) on the relationship between social class and conspicuous consumption (H1 and H2); In Study 2, the authors examine the effect of observing others’ conspicuous consumption on the observer’s SBA (H3). Findings Results show that SBA negatively mediates the relationship between social class and conspicuous consumption. Moreover, the negative effect on SBA of observing conspicuous brand usage varies by social class. Research limitations/implications The current study focused on the principal linkage between social class, SBA and conspicuousness, and future research could examine the influence of different personality traits on luxury consumption or the existence of sub-types or variants of conspicuous brand users. Originality/value The present study has important implications for luxury brand management, and provides rich insights to consumers’ motivations that lead to distinctive luxury consumption behaviors.

The relationship between learning culture, inquiry and dialogue, knowledge sharing structure and affective commitment to change

2017 ◽  
Vol 30 (4) ◽  
pp. 610-631 ◽  
Author(s):  
Parul Malik ◽  
Pooja Garg
Keyword(s):  
Knowledge Sharing ◽  
Structural Equation ◽  
Affective Commitment ◽  
Learning Culture ◽  
Mediating Effect ◽  
Commitment To Change ◽  
Content Type ◽  
Mediating Role ◽  
The Relationship

Purpose The purpose of this paper is to empirically investigate the relationship between learning culture, inquiry and dialogue, knowledge sharing structure and affective commitment to change. Also, the paper examines the mediating effect of employee resilience on the relationship between learning culture, inquiry and dialogue, knowledge sharing structure and affective commitment to change. Design/methodology/approach The sample comprised of responses from 510 employees’ working in information technology companies based in India. Confirmatory factor analysis was employed to analyse the proposed measurement model and structural equation modelling was used to test the study hypotheses. Additionally, the study utilized mediation analyses proposed by Preacher and Hayes (2004) to investigate the mediating role of employee resilience. Findings The results show significant relationship between the study variables. Employee resilience was found to partially mediate the relationship between learning culture, inquiry and dialogue, knowledge sharing structure and affective commitment to change. Practical implications Examining the relationship between learning culture, inquiry and dialogue, knowledge sharing structure and employee resilience can have significant implications for organizations. The proposed study framework can be utilized by the researchers and human resource practitioners to frame organizational practices and interventions to develop a pool of resilient and change committed workforce. Originality/value First, the general understanding of the relationship between learning culture, inquiry and dialogue, knowledge sharing structure and affective commitment to change is scant in literature. Second, the study extends the previous research by investigating the mediating role of employee resilience between learning culture, inquiry and dialogue, knowledge sharing structure and affective commitment to change.

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Kashif ◽  
Tulay Korkmaz Devrani ◽  
Aisha Rehman ◽  
Sarminah Samad
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Fashion Brand ◽  
The Relationship ◽  
Brand Hate

PurposeThere is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.Design/methodology/approachThe study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.FindingsAll the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.Practical implicationsThe luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.Originality/valueThe study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

The effect of event experience quality on the satisfaction and behavioral intentions of motocross World Championship spectators

2020 ◽  
Vol 21 (2) ◽  
pp. 389-408 ◽  
Author(s):  
Hüseyin Çevik ◽  
Kerem Yıldırım Şimşek
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Model ◽  
Mediating Effect ◽  
Direct Effects ◽  
Content Type ◽  
World Championship ◽  
The Relationship

PurposeThe purpose of this study is to examine the theoretical relationship between experience quality (EXQ), satisfaction and the behavioral intentions (BI) of Motocross World Championship spectators.Design/methodology/approachThe research data were collected from spectators who participated in the World Motocross Championship race held in Afyon, Turkey in 2018. The structural equation model (SEM) was used to test the relationship among the research variables.FindingsThe results showed EXQ had significant and direct effects on satisfaction and BI. In addition to this, satisfaction had a partial mediating effect between EXQ and BI.Originality/valueTo date there has been no empirical study examining the consumer behaviors of motocross event spectators. Consequently, this research provides important contributions to the literature and informs event organizers about the role of EXQ in terms of understanding the behavior of motocross event spectators.

Enhancing the effectiveness of entrepreneurship education: the role of entrepreneurial lecturers

2019 ◽  
Vol 61 (7/8) ◽  
pp. 918-939 ◽  
Author(s):  
Innocent Otache
Keyword(s):  
Structural Equation ◽  
Tertiary Education ◽  
Research Work ◽  
Entrepreneurship Education ◽  
Mediating Effect ◽  
Entrepreneurial Intentions ◽  
Content Type ◽  
Graduate Unemployment ◽  
The Relationship

Purpose Despite the inclusion of entrepreneurship education (EE) in the curricula of tertiary education institutions in Nigeria, graduate unemployment is still an issue of serious concern. This calls into question the effectiveness of EE in influencing students’ entrepreneurial intentions (EIs) and behaviours. Perhaps, the issue is with the EE lecturers. The questions, which should be answered include: are the lecturers who teach EE entrepreneurially inclined? Can lecturers who are not entrepreneurially inclined teach students to become entrepreneurs? The purpose of this paper, therefore, is to empirically explore the role of entrepreneurial lecturers in the relationship between EE and students’ EIs. Design/methodology/approach This study adopted a quantitative approach. Thus, a self-reported questionnaire was administered to a randomly selected sample of 256 Higher National Diploma II students of the Federal Polytechnic, Idah, Nigeria, who were exposed to EE. To analyse the data collected, partial least squares structural equation modelling (PLS-SEM) was performed using SmartPLS 2.0.M3 software. Findings Data analysis showed a significantly positive relationship between EE and students’ EIs on the one hand and between EE and perceived entrepreneurial lecturers (PELs) on the other hand. It was also found that PELs had a significantly positive link with students’ EIs. Further analysis indicated that PELs had a mediating effect on the relationship between EE and students’ EIs. Research limitations/implications This study was a single institutional study. Thus, the generalisability of its findings to other institutions is limited. Extending the research to other institutions and countries might be required to validate the findings presented. Practical implications This research work has some insightful implications for the teaching of EE. By implication, it provides an answer to the question: who should teach EE? To achieve greater impact of EE on students’ EIs and behaviours, entrepreneurial lecturers are required. It implies that EE lecturers should be entrepreneurially inclined. They should demonstrate sufficient entrepreneurial attitudes, intentions and behaviours. Social implications It has been argued that graduate unemployment constitutes a social problem to the society. In this regard, the suggestions made in this paper, if applied, would help resolve the problem of graduate unemployment in Nigeria and other countries. Originality/value This study is the first to provide empirical evidence of the role of entrepreneurial lecturers in the relationship between EE and students’ EIs. It has demonstrated that entrepreneurial lecturers could transfer the influence of EE to students’ EIs. Also, it has confirmed that EE lecturers are critical in the EE-students’ EIs relationship. Overall, this study makes a significant contribution to the discussion on how to enhance the effectiveness of EE in influencing students’ EIs and behaviours.

What is bullying hiding? Exploring antecedents and potential dimension of knowledge hiding

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yunyun Yuan ◽  
Lifeng Yang ◽  
Xiangyang Cheng ◽  
Jia Wei
Keyword(s):  
Structural Equation ◽  
Design Methodology ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Content Type ◽  
Team Efficacy ◽  
Knowledge Hiding ◽  
The Relationship ◽  
Moderating Role

Purpose The purpose of this study is to examine the relationships among knowledge attributes (complexity and implicitness), interpersonal distrust, knowledge hiding (KH) and team efficacy and second, to explore a new dimension of KH. Design/methodology/approach Data for this research were collected from more than 940 employees working in manufacturing, information technology (IT), finance and the purification industry. Structural equation modeling was used to test hypothesized relationships. Findings First, the research confirmed the existence of bullying hiding behaviors in the knowledge economy era based on “knowledge power.” Second, the findings suggest that knowledge attributes are an important predictor of KH behaviors in organizations. The findings implicate the mediating effect of interpersonal distrust and the moderating role of team efficacy, while team efficacy negatively moderated the relationships between interpersonal distrust with evasive hiding and playing dumb, but positively moderated the relationship between interpersonal distrust with rationalized hiding and bullying hiding. Originality/value This is the first study to propose bullying hiding, a behavior that has emerged in organizational knowledge transfer, and it is more detrimental to knowledge sharing than other KH behaviors. The results of research on the different regulating effects of team efficacy on KH behaviors enrich the boundary conditions of KH research.

Mindful consumption of second-hand clothing: the role of eWOM, attitude and consumer engagement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jihad Mohammad ◽  
Farzana Quoquab ◽  
Nur Zulaikha Mohamed Sadom
Keyword(s):  
Indirect Effects ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effect ◽  
Direct And Indirect Effects ◽  
Consumer Engagement ◽  
Content Type ◽  
The Relationship

PurposeThis study aims to examine the direct and indirect effects of electronic word of mouth (eWOM) on mindful consumption behaviour (MCB) in a sustainable clothing purchase context. In addition, it examines the mediating effect of “consumer engagement” and “attitude towards second-hand clothes”.Design/methodology/approachThe data were gathered through a self-administered questionnaire survey from Malaysian consumers who had experience in purchasing second-hand clothes. A total of 175 complete and useable questionnaires were obtained, which were then analysed by using the structural equation modelling-partial least square (SEM-PLS) technique.FindingsThe results of this study indicate support for the direct effect of eWOM on consumers' attitude towards second-hand clothes, consumer engagement and consumers’ MCB. The results also supported the relationship between consumer engagement and MCB, but the link between attitude and mindful consumption (MC) was not supported. Furthermore, the study confirmed the mediating effect of consumer engagement between eWOM and consumers’ MCB but did not support the mediating effect of attitude towards second-hand clothes.Originality/valueThis study is amongst the pioneers to elucidate MCB in the context of sustainable clothing. It examines the direct and indirect effects of eWOM on MCB, which has not been tested in the past literature. The mediating effects of consumer engagement and attitude towards second-hand clothes on the relationship between eWOM and MCB are also comparatively new links.

Cynical consumer: how social cynicism impacts consumer attitude

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Indirah Indibara ◽  
Sanjeev Varshney
Keyword(s):  
Structural Equation ◽  
Negative Affectivity ◽  
Mediating Effect ◽  
Consumer Attitude ◽  
Content Type ◽  
Moderated Mediation Model ◽  
Social Cynicism ◽  
The Relationship ◽  
Depth Interviews

Purpose This paper aims to examine the effect of social cynicism on consumer cynicism. The negative inferred motive is tested as a mediator between social cynicism and consumer cynicism; whereas, negative affectivity is tested as a moderator between social cynicism and negative inferred motive. Design/methodology/approach The study was carried out in India using a mixed-method approach. In the first stage, a survey was conducted to test the moderated mediation model, followed by in-depth interviews in the second stage. The survey was analysed using structural equation modelling, while themes were generated from the data collected through interviews. Findings The study established the effect of social cynicism on consumer cynicism. Negative inferred motive mediated the relationship between social cynicism and consumer cynicism. Negative affectivity moderated the influence of social cynicism on negative inferred motive. Research limitations/implications With rising anti-consumption behaviours, it is imperative to understand why consumers turn cynical towards marketers. The study indicates that consumer cynicism is influenced by previous experiences of the consumer with the society and is not merely a reaction to arm-twisting by firms. As social cynicism cannot be changed drastically, understanding how it impacts consumer cynicism would help a firm handle its marketing efforts better. Originality/value The study empirically validates the relationship between social cynicism and consumer cynicism. The mediating effect of negative inferred motive on consumer cynicism was also validated. The study is also the first to point out the moderating role of negative affectivity on the relationship between social cynicism and negative inferred motive.

Consumers' adoption of AR-based virtual fitting rooms: from the perspective of theory of interactive media effects

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hanna Lee ◽  
Yingjiao Xu ◽  
Anne Porterfield
Keyword(s):  
Media Effects ◽  
Structural Equation ◽  
Interactive Media ◽  
Mediating Effect ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications ◽  
Adoption Intention ◽  
Media Characteristics

PurposeThe purpose of this study was to investigate the relationship between consumers' perceived media characteristics, telepresence, attitudes and adoption intention towards augmented reality (AR)-based virtual fitting rooms (VFRs). Additionally, the mediating effect of telepresence was examined.Design/methodology/approachData were collected from 352 university students and analysed using structural equation modelling.FindingsEmpirical results suggest significant positive influences of media characteristics, including perceived interactivity and augmentation, on telepresence, which, in turn, influenced attitudes and adoption intention towards AR-based VFRs. Also, telepresence mediated the relationship between media characteristics and consumers' attitudes.Research limitations/implicationsData for this study were collected based on the subjects' one-time experience with a particular AR-based VFR. Therefore, the generalisation of the findings may be limited.Practical implicationsAn important implication is that the enhancement of rendering interactive and augmented features is crucial for adoption of AR-based VFRs considering the key role of interactivity and augmentation in inducing telepresence, attitudes and adoption intention.Originality/valueThe paper empirically tested the importance of unique media characteristics, telepresence and attitudes in consumers' adoption of AR-based VFRs through the lens of the theory of interactive media effects.

“Waste not, want not”: fostering frugality amongst Muslim tourists in the Malaysian hotel industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nur Zulaikha Bt Mohamed Sadom ◽  
Farzana Quoquab ◽  
Jihad Mohammad
Keyword(s):  
Structural Equation ◽  
Hotel Industry ◽  
Tourism Industry ◽  
Mediating Effect ◽  
Valuable Insight ◽  
Cross Sectional ◽  
Content Type ◽  
Price Consciousness ◽  
The Relationship

Purpose The prevailing overconsumption issue in the hotel industry is attributable mainly to the irresponsible consumption behaviour of hotel guests. In parallel with Islamic principles, which advocate abstinence from excess consumption and frugality, the “waste not, want not” notion can be considered as one of the effective solutions to this problem. However, little is known about the factors that drive frugality amongst Muslim tourists. In addressing this gap, this study aims to predict the effect of environmental advertising and green attitude on frugality in the context of the Malaysian hotel industry. The study also tests the mediating role of the green attitude between environmental advertising and frugality. Furthermore, it examines the role of price consciousness as a moderator of the green attitude-frugality link. Design/methodology/approach The stimulus-organism-response theory was used to develop the conceptual framework of this study. A cross-sectional method was used to collect 222 usable questionnaires from Muslim tourists in Malaysia. The hypothesised relationships were tested using the structural equation modelling, partial least squares approach. Findings The study found support for the direct effect of environmental advertising and green attitude on frugality. It also confirmed the mediating effect of the green attitude in the environmental advertising-frugality link. However, price consciousness did not moderate the relationship. Practical implications The findings of the study provide valuable insight for hoteliers in developing a green strategy that will foster frugality amongst Muslim hotel guests. It will also help them develop better strategies for the frugal segment, especially for the Muslim community. Originality/value The study is amongst the pioneers in investigating frugality in the tourism industry. It is also the first to introduce price consciousness as a moderator of the relationship between the green attitude and frugality. Furthermore, its examination of frugality amongst Muslim hotel guests is a new contribution to the literature.

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