Motivators of market mavenism in the retail environment |
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| Authors: | Ronald E Goldsmith Leisa R Flynn Ronald A Clark |
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| Institution: | 1. Marketing Department, College of Business, Florida State University, Tallahassee, FL 32306-1110, USA;2. The University of Southern Mississippi, 118 College Drive #5077, Hattiesburg, MS 39406-0001, USA;3. Department of Marketing, College of Business Administration, Missouri State University, Glass 247, 901 South National Avenue, Springfield, MO 65897, USA;1. Radiology Department, Diana Princess of Wales Hospital, Northern Lincolnshire & Goole Hospitals NHS Foundation Trust, Grimsby, UK;2. Medical School, University of Glasgow, UK;3. Public Health Medicine, NHS Greater Glasgow & Clyde, Glasgow, UK;4. Business Intelligence Manager, eHealth, NHS Greater Glasgow & Clyde, Glasgow, UK;1. A.V. Cardello Consulting and Editing Services, Framingham, MA, USA;2. The New Zealand Institute for Plant and Food Research Limited, 120 Mt Albert Road, Private Bag 92169, Auckland 1142, New Zealand;3. The New Zealand Institute for Plant and Food Research Limited, Palmerston North Research Centre, Tennent Drive, Private Bag 11600, Palmerston North 4442, New Zealand;1. Xijing University, 1 Xijing Road, Chang''an District, Xi''an, Shaanxi Province, China;2. Durham University Business School, Millhill Lane, Durham DH1 3LB, United Kingdom;3. Sheffield University Management School, The University of Sheffield, Conduit Road, Sheffield S10 1FL, United Kingdom;1. Department of Fashion Industry, Ewha Womans University, Seoul, South Korea;2. Department of Business Administration, Duksung Women''s University, Seoul, South Korea |
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| Abstract: | This study examines relationships between market mavenism and five other consumer characteristics. We conceptualize three of these characteristics as broad marketplace concepts at the same (or higher) level of abstraction as mavenism. The remaining two variables are involvement with specific product categories: mobile phones and clothing. The data come from a survey of 258 US student consumers. The results show that mavenism is positively associated with brand engagement in self-concept, status consumption, and materialism. Mavenism is also positively associated with involvement with mobile phones and with clothing. This pattern of relationships enriches the nomological network of market mavenism by describing possible motivators and consequences of this unique aspect of consumer behaviour. |
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