文章基本信息

标题：Luxury values as drivers for affective commitment: The case of luxury car tribes
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作者：Sandra Maria Correia Loureiro ; Hans Ruediger Kaufmann ; Len Tiu Wright 等
期刊名称：Cogent Business & Management
电子版ISSN：2331-1975
出版年度：2016
卷号：3
期号：1
页码：1171192
DOI：10.1080/23311975.2016.1171192
语种：English
出版社：Taylor and Francis Ltd
摘要：Abstract 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.
关键词：luxury values ; brand tribalism ; brand reputation ; affective commitment ; luxury car brands