Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap
- Title
- Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap
- Author
- 한상린
- Keywords
- Luxury consumption value; S–O-R framework; Millennial cohorts
- Issue Date
- 2020-11
- Publisher
- ELSEVIER SCI LTD
- Citation
- JOURNAL OF RETAILING AND CONSUMER SERVICES, v. 57, article no. 102249, page. 1-11
- Abstract
- This study examined how the consumption values of luxury brands lead to their patronage. We examined the effects of functional, symbolic, experiential, and zero-moment-of-truth (ZMOT) values on patronage intention through the emotional response process of flow and compatibility using the stimulus-organism-response framework. Furthermore, latent mean analysis of the moderating effects of different groups was conducted. The findings demonstrate that experiential, functional, symbolic, and ZMOT values influence emotional reactions to luxury brand experiences, and these reactions vary among groups. Marketers should increase the value of the luxurious consumption experience and create different values for various consumer groups and categories to expand luxury brands.
- URI
- https://www.sciencedirect.com/science/article/pii/S0969698920312571?via%3Dihubhttps://repository.hanyang.ac.kr/handle/20.500.11754/172106
- ISSN
- 0969-6989; 1873-1384
- DOI
- 10.1016/j.jretconser.2020.102249
- Appears in Collections:
- GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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