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首页> 外文期刊>Journal of Business Research >Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness
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Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness

机译：唯物主义，世界主义和情感品牌依恋：理想的自负和感知品牌全球性的作用

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This study investigates how materialism and cosmopolitanism affect emotional brand attachment, a key driver of consumer brand equity. Further, it sheds light onto the contingent role of ideal self-congruity and perceived brand globalness in such relationships. The study uses a cross-sectional online survey of consumers of electronic brands in a market of major economic importance, China, where global brands of domestic and foreign origin engage in head-to-head competition. Based on data on 623 consumer-brand relationships, the study shows that materialism and cosmopolitanism are positively associated with emotional brand attachment when brands are high in ideal self-congruity, i.e., when they reflect an aspirational, idealized view of the consumer's self. Further, the study shows that materialists (but not cosmopolitans) show emotional attachment to brands perceived as global, even when such brands are low in aspirational value. The study uncovers two new antecedents of emotional brand attachment and presents implications for managers making segmentation and brand strategy decisions.
机译：本研究调查了唯物主义和世界主义如何影响情感品牌依恋，这是消费品牌股权的关键驱动力。此外，它在这种关系中阐明了理想的自我间质和感知品牌全球的偶然作用。该研究在中国主要经济重要性市场中使用了对电子品牌消费者的横截面在线调查，全球国内和国外品牌从事前往头竞争。根据数据的数据，研究表明，当品牌在理想的自我发光性的时候，唯物主义和世界主义与情感品牌依恋带来了与情感品牌依恋的积极相关。，即他们反映了消费者自我的抱负，理想的理想化观点。此外，该研究表明，唯物主义者（但不是Cosopolitans）表现出对被认为是全球的品牌的情感依恋，即使当这些品牌在渴望价值低时也是如此。该研究揭示了两个情感品牌依恋的新的前进，并对管理人员进行分割和品牌战略决策的影响。

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