Effects of Luxury Brand Attachment and Perceived Envy on Schadenfreude: Does Need for Uniqueness Moderate?

Purpose This study aims to investigate how luxury brand attachment (LBA) and perceived envy may influence schadenfreude. In addition, the moderating influence of consumers’ need for uniqueness (CNFU) and private vs public consumption is examined. Design/methodology/approach Data were collected from a consumer panel in Australia. A total of 365 valid and useable responses were analysed through structural equation modelling in AMOS 26. Findings The results show that LBA has a significant impact on perceived envy. Consumers’ perceived envy also results in schadenfreude. However, LBA did not have any significant impact on schadenfreude. The moderating influence of CNFU is partially supported. This research further confirms that consumers’ public consumption has more relevance to visible social comparison and potential feelings of malicious envy towards others. Practical implications The research model may work as a strategic tool to identify, which group of consumers (e.g. high vs low attachment) displays stronger envy and schadenfreude. Brand managers can also explore the personality traits and psychological dynamics that influence the consumers to express emotional bonds and malicious joy within the context of consumer-brand relationships. Originality/value This is one of the first few studies that have examined the relationships amongst consumers’ brand attachment, perceived envy, schadenfreude and need for uniqueness within a luxury branding context.

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FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE INTENTION FASHION LUXURY BRAND DALAM LINGKUNGAN MAHASISWI UNIVERSITAS KELAS ATAS DI JABODETABEK

Journal of Management and Business Review ◽

10.34149/jmbr.v11i1.59 ◽

2017 ◽

Vol 11 (1) ◽

Author(s):

Muti Andarini ◽

Pepey Riawati Kurnia

Keyword(s):

College Student ◽

Social Status ◽

Purchase Intention ◽

Luxury Brand ◽

Need For Uniqueness

Munculnya era globalisasi menyebabkan perubahan dalam banyak hal salah satunya dalam dunia Fashion. Dengan adanya perkembangan fashion tersebut setiap manusia khususnya wanita telah berusaha untuk tidak ketinggalan mode dan tren yang ada, mulai dari anak-anak hingga dewasa sangat memperhatikan perkembangan fashion tersebut, dan sekarang perkembangan dunia fashion yang disebut mode ini telah mengalami jaman revolusi yang pesat di dunia. Indonesia merupakan salah satu Negara di Asia Tenggara yang mengalami peningkatan dalam pertumbuhan masyarakat kelas menengah keatas hal ini menyebabkan meningkatnya konsumsi fashion luxury brand. Melihat fenomena yang ada, pada penelitian ini menjelaskan faktor-faktor yang mempengaruhi Purchase Intention Fashion Luxury Brand Mahasiswi dalam Lingkungan Middle High College Student. Sebanyak 230 mahasiswi menjadi responden penelitian ini. Hasil analisis menunjukkan bahwa ada 6 faktor yang mempengaruhi Purchase Intention Fashion Luxury Brand yaitu Need for Uniqueness, Quality, Communication, Respect and Prestige, Social Status dan Satisfy A Desire.

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Modeling links between the decision-making process and luxury brand attachment: An international comparison

Journal of Global Scholars of Marketing Science ◽

10.1080/21639159.2013.818283 ◽

2013 ◽

Vol 23 (4) ◽

pp. 361-378 ◽

Cited By ~ 17

Author(s):

Bruno Godey ◽

Daniele Pederzoli ◽

Gaetano Aiello ◽

Raffaele Donvito ◽

Priscilla Chan ◽

...

Keyword(s):

Decision Making ◽

International Comparison ◽

Decision Making Process ◽

Brand Attachment ◽

Luxury Brand

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Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan

South African Journal of Business Management ◽

10.4102/sajbm.v49i1.6 ◽

2018 ◽

Vol 49 (1) ◽

Cited By ~ 1

Author(s):

Te-Hsing Ku ◽

Tzu-Ling Lin

Keyword(s):

Hong Kong ◽

Social Influence ◽

Purchase Intention ◽

Brand Image ◽

Group Analysis ◽

Structural Relationship ◽

Brand Attachment ◽

Luxury Brand ◽

Study Results ◽

Individual Value

The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention. In addition, the study examines the influence of antecedents on brand attachment and purchase intention among consumers in China, Hong Kong and Taiwan (i.e. the Greater China region). Using an empirical research method, the effects of luxury perceptions on brand attachment and purchase intention are tested using the partial least squares (PLS) approach to structural equation modelling. Differences in the structural relationship among subsamples were also examined by multi-group analysis to achieve a better understanding of the characteristics of different markets, thus contributing to the marketing strategy knowledge. According to the study results, antecedents, including individual value, social influence and luxury brand image, significantly influence brand attachment and purchase intention. Furthermore, the group comparisons suggest that the three subsamples have different characteristics with respect to the structural relationship. In the China subsample, brand attachment is more likely to be influenced by social influence. In comparison, Hong Kong consumers are more rational, that is, brand attachment and purchase intention are strongly influenced by consumer’s perception of luxury brand image. Finally, the purchase intention of Taiwanese consumers mainly depends on the affection for the luxury brand.

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Amidst COVID – 19 Pandemic: How to Gain Customer Advocacy for Indonesian Online Marketplaces Selling Luxury Products?

RSF Conference Series: Business, Management and Social Sciences ◽

10.31098/bmss.v1i3.320 ◽

2021 ◽

Vol 1 (3) ◽

pp. 199-210

Author(s):

Ignatius Agus Suryono ◽

Aryono Yacobus ◽

Michelle Yoanna Franscisca Brigitta

Keyword(s):

Market Share ◽

Brand Loyalty ◽

Sampling Technique ◽

Significant Positive Effect ◽

Brand Attachment ◽

Luxury Brand ◽

Online Marketplaces ◽

The Impact ◽

Positive Effect ◽

Brand Satisfaction

Amidst the prolonged COVID - 19 Pandemic, Indonesian online marketplaces selling luxury brand products have been experienced a decrease in their market share, while on the other side, Indonesian online marketplaces selling standard products have been experienced a bullish position with their extraordinary increase of market share. In this research, we tried to examine the impact of brand satisfaction on customer advocacy with brand loyalty as both mediating and moderating variable and luxury brand attachment as mediating variable. Our focus in this research was on Indonesian marketplaces selling luxury brand products during this terrible pandemic, COVID - 19 Pandemic. We examined 108 customers who had purchasing experiences on luxury-brand sports shoes at Indonesian online marketplaces. In choosing our respondents, we used a non-probability sampling technique, the purposive sampling method. To analyze our hypothesis, we used a qualitative approach, which is path analysis. The results show that luxury brand attachment has a significant positive effect on brand loyalty, brand loyalty has a significant positive effect on customer advocacy, both mediated by brand loyalty and luxury brand attachment, and brand loyalty strengthens the impact of luxury brand attachment on customer advocacy. From that findings, we suggest that Indonesian online marketplaces that sell luxury brand products should increase their brand satisfaction through customer loyalty and luxury brand attachment to gain higher customer advocacy during and post COVID - 19 pandemic

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