HOW ROLE IDENTITY SALIENCE, NORMATIVE INFLUENCE, AND GIFT GIVING IN THE DIGITAL AGE IMPACT CONSPICUOUS CONSUMPTION BEHAVIOR: EVIDENCE FROM EMERGING MARKETS

PurposeThis paper conducts a meta-analytic review of literature focused on the salient socio-psychological and personality antecedents of luxury purchase intention. It investigates the role of moderators that can assist an effective market segmentation of the luxury market in both emerging and developed economies.Design/methodology/approachThe final analysis includes 95 effect sizes from 42 studies conducted in 15 countries, spanning 5 continents, from 2000 to 2020. The review examined moderating role of Hofstede's cultural dimensions, market type (emerging vs developed) and other study characteristics.FindingsFindings show that socio-psychological antecedents had a more salient role than personality antecedents in driving luxury purchase intention (LPI), across both emerging and developed markets. Normative influence, status consumption and materialism exhibited a stronger influence on LPI in emerging markets than developed markets. Further, stronger effects for normative influence and status consumption on LPI were found in high power distance cultures. The role of seeking uniqueness was more salient and the role of normative influence was less salient in studies with a higher percentage of females. Conspicuous consumption was a stronger driver of LPI for fashion luxury products than other luxury products. The study also proposes distinct definitions of status and conspicuous consumption as there is often theoretical overlap of these constructs in literature.Research limitations/implicationsA meta-analytic review may leave blind-spots due to lack of sufficient number of studies investigating certain theoretically relevant moderators. The authors discuss these gaps, along with study limitations.Originality/valueTo the best of the authors’ knowledge, no previous study has conducted a meta-analytic review of the antecedents and moderators of LPI. With the extension of luxury demand beyond the developed countries in the West to the “new rich” consumers in the East, it becomes imperative to conduct a meta-analysis for a richer understanding of the drivers of luxury demand across different cultural orientations and market segmentations.

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Superfluous or Moderation?

Marketing and Consumer Behavior ◽

10.4018/978-1-4666-7357-1.ch096 ◽

2015 ◽

pp. 1964-1976

Author(s):

Norhayati Zakaria ◽

Wan-Nurisma Ayu Wan-Ismail ◽

Asmat-Nizam Abdul-Talib

Keyword(s):

Consumer Behavior ◽

Predictive Factors ◽

Religious Belief ◽

Conspicuous Consumption ◽

Way Of Life ◽

Luxury Goods ◽

Consumption Behavior ◽

Luxury Products

In this chapter, the authors focus on the aspects of religious belief that may affect consumption behavior. Previous studies have clearly stated that the study of religion's influence on consumer behavior is still under-researched (Lindridge, 2005; Mokhlis, 2009, 2010). The premise lies in the view that culture is a way of life, and thus, the authors explore whether or not that suggests the same for religion, and if it is, how does religion predict the conspicuous behavior of people towards the purchase of luxury goods? In specific, the authors are interested in exploring the level and intensity of religiosity on conspicuous consumption. Therefore, it is significant to study “religiosity” as one of the predictive factors of a consumerism culture that may help explain why people engage in conspicuous consumption. The chapter provides a concluding remark by highlighting the practical aspects on domestic or international marketers who wish to market their luxury products in Malaysia.

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The Identity Salience and Emotional Attachment Strategies in Alumni-University Relationships

Marketing and Consumer Behavior ◽

10.4018/978-1-4666-7357-1.ch058 ◽

2015 ◽

pp. 1198-1215

Author(s):

Junhong Min ◽

Madhave N. Segal ◽

M. Deniz Dalman

Keyword(s):

Relationship Marketing ◽

Marketing Strategies ◽

Psychological Ownership ◽

Emotional Attachment ◽

Identity Salience ◽

Consumption Behavior ◽

The Social ◽

Midwestern University ◽

Attachment Strategy

Higher education has never truly recognized the importance of garnering the resources of alumni by expending university efforts in developing, controlling, and maintaining relationships with alumni. The purpose of this research is to tackle the long-term relationship marketing question. Drawing on the social marketing and relationship marketing literature, the authors propose and empirically test the roles of two relationship marketing strategies, namely identity salience and emotional attachment, in the alumni-university relationship. While the identity salience strategy encourages alumni to connect their identity to their former university, the emotional attachment strategy triggers the psychological ownership that leads alumni to proactively engage in university activities. Based on results of data collected from a large Midwestern university, the identity salience strategy was found to greatly affect symbolic consumption behavior while the emotional attachment strategy was found to strongly promote relationship-specific volunteering. The results also revealed that three social benefits, including development of a business network, enhancement of a friendship network, and enjoyment of participation, are associated with the two relationship marketing strategies. The authors conclude with a discussion addressing limitations of the study as well as practical and theoretical implications of the findings.

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