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Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

Abstract:
This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions.,The data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis.,The paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands.,Further research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables.,This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.
Author Listing: Clarinda Rodrigues;Paula Rodrigues
Volume: 28
Pages: 830-848
DOI: 10.1108/JPBM-04-2018-1842
Language: English
Journal: Journal of Product & Brand Management

Journal of Product and Brand Management

J PROD BRAND MANAG

影响因子:5.7
是否综述期刊:否
是否OA:否
是否预警:不在预警名单内
发行时间:-
ISSN:1061-0421
发刊频率:-
收录数据库:Scopus收录
出版国家/地区:-
出版社:Emerald

期刊介绍

年发文量 82
国人发稿量 14
国人发文占比 17.54%
自引率 22.8%
平均录取率 -
平均审稿周期 -
版面费 US$3370
偏重研究方向 Multiple-
期刊官网 -
投稿链接 -

质量指标占比

研究类文章占比 OA被引用占比 撤稿占比 出版后修正文章占比
96.34% 6.60% 0.00% 0.00%

相关指数

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预警情况

时间 预警情况
2025年03月发布的2025版 不在预警名单中
2024年02月发布的2024版 不在预警名单中
2023年01月发布的2023版 不在预警名单中
2021年12月发布的2021版 不在预警名单中
2020年12月发布的2020版 不在预警名单中

JCR分区 WOS分区等级:Q1区

版本 按学科 分区
WOS期刊SCI分区
(2021-2022年最新版)
BUSINESS Q1
MANAGEMENT Q2

中科院分区

版本 大类学科 小类学科 Top期刊 综述期刊
管理学
3区
MANAGEMENT
管理学
3区
BUSINESS
商业:管理
3区
2021年12月
升级版
管理学
4区
MANAGEMENT
管理学
4区
BUSINESS
商业:管理
4区
2020年12月
旧的升级版
管理学
4区
MANAGEMENT
管理学
4区
BUSINESS
商业:管理
4区
2022年12月
最新升级版
管理学
2区
MANAGEMENT
管理学
3区
BUSINESS
商业:管理
3区