Antecedents Of Word Of Mouth As A Component Of Brand Loyalty Towards Luxury Fashion Brands And Its Moderating Factors

Author : Isabel Angerer
Publisher : GRIN Verlag
Page : 94 pages
File Size : 54,5 Mb
Release : 2018-04-10
Category : Business & Economics
ISBN : 9783668680739

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Antecedents of word-of-mouth as a component of brand loyalty towards luxury fashion brands and its moderating factors by Isabel Angerer Pdf

Master's Thesis from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, King`s College London, course: International Marketing, language: English, abstract: In today’s competitive marketplace, companies need to establish a loyal customer base in order to be successful. In particular, the fashion industry relies on a loyal customer base and a good reputation to achieve sustainable financial growth. To survive the current challenges of growing competition, marketers must ensure that customers do not only develop a personal relationship with brands but also speak favourably of them. Prior research has focused on word-of-mouth as a component of brand loyalty and its antecedents. However, this topic turned out to be inadequately investigated in the specific context of luxury fashion brands. Hence, the aim of this study is to examine how satisfaction, trust and commitment but also socio-psychological factors influence the consumer and thus have an impact on word-of-mouth. The nature of this study led to a quantitative methodological approach: an online survey investigating the sources of word-of-mouth. As a conclusion, this paper confirmed that trust and commitment were among the most important predictor variables of word-of-mouth. The main finding was, however, that socio-psychological factors such as materialism, social identity and possessiveness also increased positive word-of-mouth. However, since materialism and possessiveness are regarded as negative personality traits and cannot strengthen the effect of satisfaction, trust and commitment on word-of-mouth it is recommended that marketers concentrate on positive dimensions of word-of-mouth and brand loyalty (i.e., trust and commitment) in order to build a strong customer relationship.

Author : Pantea Foroudi,Bang Nguyen,T. C. Melewar
Publisher : Emerald Group Publishing
Page : 407 pages
File Size : 53,5 Mb
Release : 2022-10-21
Category : Business & Economics
ISBN : 9781800718999

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The Emerald Handbook of Multi-Stakeholder Communication by Pantea Foroudi,Bang Nguyen,T. C. Melewar Pdf

The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to explore effective brand messaging for multiple stakeholders, utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field.

Author : Khalid Hussain,Huayu Shi,Muzhar Javed,Muhammad Junaid
Publisher : Frontiers Media SA
Page : 229 pages
File Size : 45,6 Mb
Release : 2023-06-29
Category : Science
ISBN : 9782832527283

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The psychological facets of consumer-brand relationship in the digital world by Khalid Hussain,Huayu Shi,Muzhar Javed,Muhammad Junaid Pdf

Author : Leo Paul Dana
Publisher : Routledge
Page : 0 pages
File Size : 45,6 Mb
Release : 2000
Category : Export marketing
ISBN : 0789013037

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Global Marketing Co-operation and Networks by Leo Paul Dana Pdf

The nature of business has changed, and Global Marketing Co-Operation and Networks explains how and why former competitors are now joining forces. Exploring co-operation, networks, and internationalization, this collection gives insight into the often confusing world of international business. It offers research and theory on such issues as building networks, using group dynamics, choosing the best time to internationalize, and taking advantage of government-funded overseas trade missions to develop international markets. It will teach you how small businesses and giant multinationals can cooperate to the benefit of both.

Author : Isabel Cantista,Teresa Sádaba
Publisher : Springer Nature
Page : 294 pages
File Size : 47,6 Mb
Release : 2019-11-08
Category : Business & Economics
ISBN : 9783030256548

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Understanding Luxury Fashion by Isabel Cantista,Teresa Sádaba Pdf

Offering an original contribution to the field of luxury and fashion studies, this edited collection takes a philosophical perspective, addressing the idea that humans need luxury. From this framework it delves deep into two particular dimensions of luxury, emotions and society, and concludes with cases of brand building in order to illustrate the two dimensions at work. Comparative analysis between countries is brought together with an emphasis on China. Chapters address the ongoing growth in the market, as well as the significant changes in the sector brought about by fast international expansion and an increased focus on ethical supply and sustainability, making the book an insightful read for scholars of fashion business, luxury and branding.

Author : Wilson Ozuem,Silvia Ranfagni
Publisher : Springer Nature
Page : 471 pages
File Size : 40,8 Mb
Release : 2021-07-17
Category : Business & Economics
ISBN : 9783030703240

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The Art of Digital Marketing for Fashion and Luxury Brands by Wilson Ozuem,Silvia Ranfagni Pdf

This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.

Author : Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Publisher : Routledge
Page : 286 pages
File Size : 43,6 Mb
Release : 2008-12-19
Category : Business & Economics
ISBN : 9781134068296

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Brand Management by Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre Pdf

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

Author : C. Whan Park,Deborah J. MacInnis,Joseph Priester
Publisher : Now Publishers Inc
Page : 50 pages
File Size : 49,9 Mb
Release : 2008
Category : Business & Economics
ISBN : 9781601981004

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Brand Attachment by C. Whan Park,Deborah J. MacInnis,Joseph Priester Pdf

The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Author : Klaus-Peter Wiedmann,Nadine Hennigs
Publisher : Springer Science & Business Media
Page : 387 pages
File Size : 44,8 Mb
Release : 2012-11-10
Category : Business & Economics
ISBN : 9783834943996

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Luxury Marketing by Klaus-Peter Wiedmann,Nadine Hennigs Pdf

​ The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.

Author : Kevin Lane Keller
Publisher : Unknown
Page : 31 pages
File Size : 45,9 Mb
Release : 2001
Category : Brand loyalty
ISBN : OCLC:248146907

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Building Customer-based Brand Equity by Kevin Lane Keller Pdf

Author : Richard E. Petty,Jon A. Krosnick
Publisher : Psychology Press
Page : 531 pages
File Size : 47,9 Mb
Release : 2014-01-14
Category : Psychology
ISBN : 9781317782360

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Attitude Strength by Richard E. Petty,Jon A. Krosnick Pdf

Social psychologists have long recognized the possibility that attitudes might differ from one another in terms of their strength, but only recently had the profound implications of this view been explored. Yet because investigators in the area were pursuing interesting but independent programs of research exploring different aspects of strength, there was little articulation of assumptions underlying the work, and little effort to establish a common research agenda. The goals of this book are to highlight these assumptions, to review the discoveries this work has produced, and to suggest directions for future work in the area. The chapter authors include individuals who have made significant contributions to the published literature and represent a diversity of perspectives on the topic. In addition to providing an overview of the broad area of attitude strength, particular chapters deal in depth with specific features of attitudes related to strength and integrate the diverse bodies of relevant theory and empirical evidence. The book will be of interest to graduate students initiating work on attitudes as well as to longstanding scholars in the field. Because of the many potential directions for application of work on attitude strength to amelioration of social problems, the book will be valuable to scholars in various applied disciplines such as political science, marketing, sociology, public opinion, and others studying attitudinal phenomena.

Author : Patrick Bouchet,Dieter Hillairet,Guillaume Bodet
Publisher : Routledge
Page : 210 pages
File Size : 40,8 Mb
Release : 2013
Category : Business & Economics
ISBN : 9780415532846

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Sport Brands by Patrick Bouchet,Dieter Hillairet,Guillaume Bodet Pdf

Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text. The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books. As well as teams and leagues, the book considers the brands of sports celebrities, events, media, computer games and governing bodies, as well as the ethical, professional and technological 'label brands' associated with sport. Richly illustrated with cases, examples and data, the book explores the tangible and intangible influence of sport brands, their economic and social value, and the subcultures and communities that grow up around them. It also introduces common strategies for growing brands, and growing through brands, and examines the challenges and threats that sport brands face, from boycotts and ambush marketing to counterfeiting. An understanding of sport brands is essential for a fully rounded understanding of contemporary sport marketing. As a result, this book is important reading for any student or practitioner working in sport marketing, sport business, or mainstream marketing management.

Author : Wilson Ozuem,Elena Patten,Yllka Azemi
Publisher : Universal-Publishers
Page : 386 pages
File Size : 55,9 Mb
Release : 2019-11-15
Category : Business & Economics
ISBN : 9781627347402

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Harnessing Omni-Channel Marketing Strategies for Fashion and Luxury Brands by Wilson Ozuem,Elena Patten,Yllka Azemi Pdf

This book provides a contemporary theoretical insight into the fashion and luxury industry, addressing potential gray areas within the literature. The authors analyze the luxury and fashion industry using multiple perspectives, allowing for a critical comprehensive overview of the phenomenon across diverse streams. The book provides insight into fashion and luxury retailing in the context of both online and brick and mortar retailers based on a variety of market scenarios. It deciphers the rationale of customer behavioral and decision making in online and offline luxury and fashion purchasing contexts. It provides an overview of the challenges that the industry faces with the advent of the evolving omni-channel environment. The multiple theoretical and practical nuances of the fashion and luxury industry are presented. In this sense, the book is a fundamental reference point for the students and academics. This book will be of interest to practitioners in the fashion and luxury retailing sectors. Also, many policy makers will find the conceptual and exploratory insight of this book relevant to their organizational and retailing policies. The new knowledge that is produced in this book is a ground breaker in the fashion and luxury literature. It offers insight from both theoretical and practical perspectives from both retailer and customer perspectives.

Author : María Jesús Yagüe Guillén,Natalia Rubio
Publisher : MDPI
Page : 122 pages
File Size : 45,5 Mb
Release : 2019-09-23
Category : Business & Economics
ISBN : 9783039213351

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Customer Loyalty and Brand Management by María Jesús Yagüe Guillén,Natalia Rubio Pdf

Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).

Author : Michael Beverland,Adam Lindgreen,Michiel Vink (W.),University of Hull. Business School
Publisher : Unknown
Page : 29 pages
File Size : 46,8 Mb
Release : 2008
Category : Advertising
ISBN : 1906422060

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Projecting Authenticity Through Advertising by Michael Beverland,Adam Lindgreen,Michiel Vink (W.),University of Hull. Business School Pdf