TY - JOUR
T1 - Luxury values as drivers for affective commitment
T2 - The case of luxury car tribes
AU - Loureiro, Sandra Maria Correia
AU - Kaufmann, Hans Ruediger
N1 - Publisher Copyright:
© 2016 The Author(s). This open access article is distributed under a Creative Commons Attribution (CC-BY) 4.0 license.
Copyright:
Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2016/12/31
Y1 - 2016/12/31
N2 - Brand communities have been regarded as avenues where the relationship between consumers and a brand can flourish. The main aim of this research was to investigate if luxury values, that is, the individual, social and functional values and believes influence the affective commitment in the luxury car context. This study explores the effect of luxury values on luxury car affective commitment mediated by brand tribalism and brand reputation. The proposed model was tested through a survey on car brand communities (BMW, Mercedes and Audi). Findings reveal that brand tribalism is more important than brand reputation when developing brand relationship. Functional values are more effective to create brand reputation than to improve brand tribalism. Social values influence more on brand tribalism than on brand reputation. Individual values exercise a significant effect on brand tribalism.
AB - Brand communities have been regarded as avenues where the relationship between consumers and a brand can flourish. The main aim of this research was to investigate if luxury values, that is, the individual, social and functional values and believes influence the affective commitment in the luxury car context. This study explores the effect of luxury values on luxury car affective commitment mediated by brand tribalism and brand reputation. The proposed model was tested through a survey on car brand communities (BMW, Mercedes and Audi). Findings reveal that brand tribalism is more important than brand reputation when developing brand relationship. Functional values are more effective to create brand reputation than to improve brand tribalism. Social values influence more on brand tribalism than on brand reputation. Individual values exercise a significant effect on brand tribalism.
KW - affective commitment
KW - brand reputation
KW - brand tribalism
KW - luxury car brands
KW - luxury values
UR - http://www.scopus.com/inward/record.url?scp=85044817863&partnerID=8YFLogxK
U2 - 10.1080/23311975.2016.1171192
DO - 10.1080/23311975.2016.1171192
M3 - Article
AN - SCOPUS:85044817863
SN - 2331-1975
VL - 3
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 1171192
ER -