دانلود رایگان مقاله انگلیسی تاثیر قدرت درک منشا برند بر تمایل به پرداخت بیشتر برای کالاهای لوکس - اشپرینگر 2018

Abstract

Drawing on dual processing theory (Loewenstein et al. in Decision 2(2):55–81, 2015), this paper investigates how the perceived strength of brand origin (PSBO) influences brand love and the willingness to pay more (WTPM) for luxury brands. Participants for two studies were recruited through the consumer panel of a professional survey service provider (Qualtrics). Mediation analysis based on Hayes’ (Behav Res Methods 40(3):879–891, 2013) process macro showed that brand love mediates the influence of PSBO on WTPM. This mediating effect through brand love (a highly emotional route) was substantially stronger than the alternative mediating effect through the quality-related aspects of brand luxuriousness (a more cognitive route of processing). Moderation analysis further showed that status consumption has a negative (i.e., attenuating) effect on the relationship between PSBO and brand love. Specifically, the results suggest that whereas consumers low on status consumption use PSBO as an important cue for how much they love the brand, consumers high on status consumption show relatively high levels of brand love, no matter whether PSBO is low or high. The findings make an important contribution to current research on brand origin and brand love, and provide marketing practitioners with options to manage luxury products more effectively.

Limitations and avenues for future research

Our research provides theoretically and managerially relevant insights regarding the mediation and moderation effects for the relationship between perceived strength of brand origin and willingness to pay more. Simultaneously, some of the limitations of this research raise important questions that will require future research in order to be answered. First, approximately 70% of the respondents in both studies are US citizens, which may introduce bias to our results. For example, it may be argued that US citizens would naturally have a higher affinity toward US products, which could explain the stronger relationship between PSBO and brand love for Tiffany & Co. (b = .154, t = 4.01, p \.001), as compared to Cartier (b = .085, t = 2.24, p\.05). Further, the stronger effect for PSBO on brand love could also be due to a higher familiarity of US citizens with the American brand Tiffany & Co. (compare for the positive effect of brand familiarity on brand liking and preference Rindfleisch and Inman 1998). However, we argue that most of these potential biases should be largely attenuated in our research by explicitly controlling for affinity and brand familiarity.