May'19
The IUP Journal of Marketing Management
Focus
Many researchers have studied the consumer behavior towards luxury goods,
but this market still has a dearth of information about the pattern followed
by consumers in the consumption of luxury goods in different markets. Consumers tend to strike an emotional bond with brands, and in some cases, these bonds can be very strong, especially during luxury goods consumption when the consumers’ self is reflected in the brand image. The first paper, “Consumer Behavior Towards Personal Luxury Goods: The Mediating Role of Brand Attachment” by Shadma Shahid and Rahela Farooqi, attempts to understand the consumers’ buying behavior of luxury goods and test the mediating role of brand attachment between behavioral intention and actual purchase. The study focuses on consumer brand attitude, determining consumers’ perceived values, and exploring whether consumers’ purchase intention transforms into actual purchase behavior based on brand attachment. The authors are of the view that consumers look for complete value from the product they purchase and that purchase intention is the predictor of consumers’ actual purchase of luxury goods.
The second paper, “The Influence of Social Media’s Marketing Efforts on Brand Equity and Consumer Response” by Rida Sehar, Sarfraz Ashraf and Faisal Azam, examines the Social Media Marketing Efforts (SMME) on brand equity of the consumers and their behavior towards a brand. The main objective of the study is to examine the influence of the marketing activities of social media on consumer buying behavior and brand equity. The authors have used convenience sampling technique. The five dimensions of SMME of a brand are—interaction, entertainment, customization, word-of-mouth and trendiness. Three dimensions of brand equity are—brand awareness, brand image and brand quality. Three dimensions of customer response are—preference, price premium and loyalty. The results of the study reveal that the brands can improve their relationship with the customer by using social media sites. And when the customers become loyal to the brand, they will be willing to pay a premium price.
The third paper, “Antecedents and Consequences of Online Engagement: Measurement and Assessment of Reliability” by Harsandaldeep Kaur and Mandakini Paruthi, postulates a series of research propositions to explain the interrelationship between antecedents of online engagement and its consequences. The study, involving a sample of 600 Facebook users in India, reports on the development, refinement and validation measures for measuring online engagement. The developed measures demonstrate reliability and both content and construct validity. The study makes an important contribution by providing empirical evidence on the measures that proved reliable and valid. The authors have attempted to conceptualize online engagement construct and delineate its dimensions in the context of social media platform.
Consulting Editor
Consumer Behavior Towards Personal Luxury Goods: The Mediating Role of Brand Attachment
The Indian luxury market is seen as ‘Next China’, but little has been studied about this upcoming luxury market. With the growing number of luxury products for consumers in India, there is a need to understand the factors driving these consumers’ luxury purchase behavior. The aim of this paper is to develop and understand the Indian luxury products consumers’ buying behavior and test the mediating role of brand attachment between behavioral intention and luxury products actual purchase relationship. The study is based on a survey of real-time luxury consumers who have bought international luxury brands in three categories (Apparels, Footwear and Handbags). Structural equation modeling was applied to test the proposed hypotheses. The results of our study indicate a positive impact of brand attitude on social, functional and personal values, followed by a positive influence on purchase intention, which in turn positively influences actual purchase consumption. Brand attachment was found to partially mediate the relationship between consumer purchase intention towards luxury goods and their actual purchase.
The Influence of Social Media’s Marketing Efforts on Brand Equity and Consumer Response
This study investigated the impact of Social Media’s Marketing Efforts (SMME) on the brand equity of the consumers and their behaviors towards the brand. The relationship of these variables is explored by analyzing three different brands (Outfitters, Khaadi and Junaid Jamshed) in Pakistan. For data collection, a structured questionnaire was used with five elements of SMME, three dimensions of Brand Equity (BE), and three dimensions of Consumer Response (CR). The results of this study show that there is a positive and significant link between SMME and consumer behavior and brand equity. The results of the study also show that brands can improve their relationship with the customers by using social media sites. This study has addressed the gaps in the earlier studies of SMME of a brand through the structural equation model.
Antecedents and Consequences of Online Engagement: Measurement and Assessment of Reliability
The present study focuses on a novel relationship marketing concept of online engagement. On the basis of an extensive literature review, the study postulates a series of research propositions to explain the interrelationships between antecedents of online engagement on the one hand and online engagement and its consequences on the other. The study developed a comprehensive framework of a multidimensional online engagement construct and analyzed its antecedents and consequences. Furthermore, the study develops, refines, and validates the measures of online engagement construct, its antecedents, and consequences. The various validation processes employed to assess the psychometric properties of the developed questionnaire to measure online engagement and to study the relationship among its antecedents and consequences were discussed. The current study was carried out in August 2016. The processes undertaken were: content validity, reliability assessment using item to total score, corrected item-to-total, means and variances criterion. Cronbach’s alpha correlation coefficient and Exploratory Factor Analysis (EFA) were used to assess the construct validity. The results of the study proved the final questionnaire consisting of 64 items reliable and valid for measuring online engagement and its antecedents and consequences.
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