Me, like Chanel: Examining Antecedents and Consequences of Consumers' Luxury Brand Engagement on Instagram

被引：1

作者：

Kwon, Eunseon ^{[1
]}

Choi, Tae Rang ^{[1
]}

Ma, Liang ^{[1
]}

机构：

[1] Texas Christian Univ, Bob Schieffer Coll Commun, Dept Strateg Commun, Ft Worth, TX 76129 USA

来源：

JOURNAL OF CURRENT ISSUES AND RESEARCH IN ADVERTISING | 2024年 / 45卷 / 01期

关键词：

SELF-EXPRESSIVE BRANDS; CUSTOMER ENGAGEMENT; INVOLVEMENT; OUTCOMES; PRODUCT; MILLENNIALS; CONNECTION; MOTIVATION; ATTITUDES; DRIVERS;

D O I：

10.1080/10641734.2023.2236176

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study investigates the key antecedents and outcomes of consumer-brand engagement (CBE) in the context of luxury brands on social media. Based on data collected from 547 nonstudents-specifically, young consumers who followed luxury brands on Instagram-the results reveal that predicting variables (consumer involvement, need for status signaling, and brand self-expressiveness) have a differing effect on CBE dimensions (cognitive processing, affection, and activation) and brand outcomes (brand attitude, brand usage intention, and self-brand connection). The study provides valuable managerial and academic implications and suggestions for future research.

引用

页码：1 / 21

页数：21

共 34 条

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