عنوان انگلیسی مقاله:

Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret

ترجمه عنوان مقاله: آیا شما از برندتان پشیمانی؟ نقش تعدیل شناسایی برند مصرف کننده در پاسخ مصرف کننده به احساس پشیمانی خرید

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Extending the study of consumer-brand relationships in the post-purchase stages of consumer decision making and in situations involving unfavorable comparisons with foregone brands, this research investigates the role of consumer-brand identification on consumer responses to purchase regret. Drawing on regret theory and consumer-brand relationship literature, the authors argue that consumer-brand identification immunizes the brand from the negative consequences of purchase regret through the amplification of consumers’ cognitive regret regulation and the attenuation of consumers’ behavioral regret coping. An empirical study using scenario manipulation of regret for participants’ favorite brands provides support to the protective role of consumer-brand identification. The results indicate that consumer-brand identification attenuates the negative effects of regret on satisfaction and behavioral intentions and strengthens the positive impact of satisfaction on brand repurchase/recommendation intent. The findings enrich regret and consumer-brand relationship theories and provide managerial insights for effective branding strategy development under conditions of intense competitive pressure.

Keywords: Consumer-brand identification; Regret; Satisfaction; Consumer-brand relationships

مقدمه مقاله

Contrary to the traditional economic view of products as mere instruments for satisfying functional needs, consumer culture theory highlights the role of brands as central agents of cultural marketplace phenomena (Arnould & Thompson, 2005). Under this perspective, consumers view brands as extensions of their self-concepts and self-image transmission symbols (Belk, 1988). Brands operate as key drivers of consumers’ identity construction, verification and signaling endeavors and increasingly serve consumers more as relational entities than as mere material possessions (Fournier, 1998). The augmented function of brands as relationship partners has given rise to the study of consumer-brand relationships.

Relevant research has introduced multiple concepts to capture the nature, form and intensity of these relationships including brand attachment (Park, Eisingerich, & Park, 2013), brand passion (Albert, Merunka, & Valette-Florence, 2013 )oreven brand love (Batra, Ahuvia, & Bagozzi, 2012). One of the most prominent constructs used to capture the consumer-brand bond is consumer-brand identification (CBI), described as “consumer’s perceived state of oneness with a brand ”(Stokburger-Sauer, Ratneshwar, & Sen, 2012 ,p.407).CBI has been found to generate a series of favorable brand responses, including brand commitment, loyalty, and advocacy and its development has been proposed as a key strategic goal in branding strategies (Stokburger Saueret al., 2012; Tuškej, Golob, & Podnar, 2013)

 

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