Consumer Well-Being (CWB): The Effects of Self-Image Congruence, Brand-Community Belongingness, Brand Loyalty, and Consumption Recency
Tóm tắt
Consumer well-being (CWB) refers to the extent to which a particular consumer good or service creates an overall perception of the quality-of-life impact of that product. We developed a model that posits that CWB related to a specific product is heavily influenced by self-image congruence and brand-community belongingness. Self-image congruence is also hypothesized to influence CWB moderated by brand loyalty. Similarly, brand-community belongingness is hypothesized to influence CWB moderated by consumption recency. Our survey data of 275 undergraduate students reporting on their coffee consumption showed the following: (1) CWB was significantly predicted by brand loyalty and brand-community belongingness; (2) the effect of brand loyalty on CWB was moderated by self-image congruence, and (3) the effect of brand-community belongingness was moderated by consumption recency.
Tài liệu tham khảo
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–23.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94, (Spring).
Campbell, D. T., & Fiske, D. W. (1959). Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin, 56, 81–105.
Churchill, G. A. Jr. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.
Day, R. L. (1978). Beyond social Indicators: Quality of life at the individual level. In F. D. Reynolds & H. C. Barksdale (Eds.), Marketing and the quality of life (pp. 11–18). Chicago, IL: American Marketing Association.
Day, R. L. (1987). Relationships between life satisfaction and consumer satisfaction. In A. C. Samli (Ed.), Marketing and the quality-of-life interface (pp. 289–311). Westport, CT: Quorum Books.
Epstein, S. (1980). The self-concept: A review and the proposal of an integrated theory of personality. In E. Staub (Ed.), Personality: Basic issues and current research. Englewood Cliffs: Prentice-Hall.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56, 6–21, (January).
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American Customer Satisfaction Index: Nature, purpose, and findings. Journal of Marketing, 60, 7–18, (October).
Fornell, C. D., & Larcker, F. (1981). Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research, 18, 39–50, (Feb).
Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373.
Hornik, J. (1984). Subjective vs. objective time measures: A note on the perception of time in consumer behavior. Journal of Consumer Research, 11(1), 615–619.
Lecky, P. (1945). Self-consistency: A theory of personality. New York: Island Press.
Lee, D.-J., & Sirgy, M. J. (2004). Quality-of-life (QOL) marketing: Proposed antecedents and consequences. Journal of Macromarketing, 24, 44–58, (June).
Leelakulthanit, O., Day, R., & Walters, R. (1991). Investigating the relationship between marketing and overall satisfaction with life in a developing country. Journal of Macromarketing, (Spring), 3–23.
Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science, 34(4), 481–493.
Levy, S. J. (1959). Symbols for sale. Harvard Business Review, 37 (July-August), 117–124.
McAlexander, J., Schouten, J., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38–54.
Muniz, A., & O’Guinn, T. (2001). Brand community. Journal of Consumer Research, 27, 412–432, (June).
Nunnally, J. C. (1994). Psychometric theory (3rd ed.). New York: McGraw-Hill.
Oliver, R. (1997). Satisfaction: A behavioral perspective on the customer. New York: McGraw Hill.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–34.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50, 135–145, (October).
Podsakoff, P. M., MacKenzie, S. M., Lee, J., & Podsakoff, N. P. (2003). Common method variance in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879–903.
Popper, K. R. (1935). Logik der Forschung. Berlin: Springer-Verlag.
Samli, A. C., Sirgy, M. J., & Meadow, H. L. (1987). Measuring marketing contribution to quality of life. In A. C. Samli (Ed.), Marketing and quality-of-life interface (pp. 3–14). Westport, CT: Quorum Books.
Schouten, J., & McAlexander, J. (1995). Subcultures of consumption: An ethnography of the new bikers. Journal of Consumer Research, 22, 43–61, (June).
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287–300, (December).
Sirgy, M. J. (2001). Handbook of quality-of-life research: An ethical marketing perspective. Dordecht, The Netherlands: Kluwer Academic Publishers.
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., Johar, J. S., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(1), 229–241.
Sirgy, M. J., Lee, D.-J., & Bae, J. (2006). Developing a subjective measure of Internet well-being: Nomological (predictive) validation. Social Indicators Research, 78(2), 205–249.
Sirgy, M. J., Lee, D.-J., & Rahtz, D. (2007). Research in consumer well-being (CWB): An overview of the field and introduction to the special issue. Journal of Macromarketing, 27(4), 341–349.
Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16–35.
The Home Office (2003). Building a picture of community cohesion. London, UK.: The Home Office Community Cohesion Unit.
