Abstract:
:Luxury brand marketers have recently turned their attention to customer-driven social media devoted to their brands. The key concepts of involvement, interaction and behavioral intention provide the theoretical foundation to investigate luxury brands. The purpose of this study is to test a model that analyzes the relationship among brand involvement, consumer-brand interaction and behavioral intention in the context of luxury brand-related activities on social media. Based on content value theory, the present research identifies the moderating role of utilitarian/hedonic motivations on the relationships proposed. Data were collected from 326 social media users who look for information on internet about luxury brands before purchasing a specific brand. We provide evidence indicating positive relationships between brand involvement, consumer-brand interaction and behavioral intention. The results also confirm the moderating role of the utilitarian/hedonic motivations. This study provides recommendations to luxury brands to understand the nature of consumer involvement and brand-customer relationship in order to forecast the behavioral intention of their consumers more accurately.
journal_name
Physiol Behavjournal_title
Physiology & behaviorauthors
Martín-Consuegra D,Díaz E,Gómez M,Molina Adoi
10.1016/j.physbeh.2018.03.028subject
Has Abstractpub_date
2019-03-01 00:00:00pages
104-110eissn
0031-9384issn
1873-507Xpii
S0031-9384(18)30151-3journal_volume
200pub_type
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