Desire,need, and obligation: Examining commitment to luxury brands in emerging markets |
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| Institution: | 1. Southampton Business School, University of Southampton, Southampton SO17 1BJ, United Kingdom;2. Institute for International Marketing Management, WU: Vienna University of Economics and Business, Welthandelsplatz 1, 1020 Vienna, Austria;1. Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5B 2K3, Canada;2. International Business School, Shanghai University of International Business and Economics, No. 1900 Wenxiang Road, Songjiang District, Shanghai, 201620, China;1. Department of Business Administration, National Taiwan University of Science & Technology, 43, Keelung Rd., Sec.4, Taipei City 106335, Taiwan;2. Department of Management and Global Business, Rutgers Business School, Rutgers University, 1 Washington Park, Newark, NJ 07102, United States;3. College of Management, Yuan Ze University, 135, Yuan-Tung Rd, Tao-Yuan City, 320, Taiwan;1. Hochschule für Technik und Wirtschaft Berlin, Department of Business and Law, Treskowallee 8, 10318 Berlin, Germany;2. Royal Holloway, University of London, School of Business and Management, Egham, Surrey, TW20 0EX, UK;3. Bangor University, Bangor Business School, Bangor, Gwynedd LL57 2DG, UK;1. School of Business and Economics, Loughborough University, LE11 3TT, United Kingdom;2. University of Strathclyde, G1 1XQ, United Kingdom;3. Kwame Nkrumah University of Science & Technology, University Post O?ce, Kumasi, Ghana; Gordon Institute of Business Science, University of Pretoria, 26 Melville Rd, Illovo, Johannesburg, 2196, South Africa;1. School of Management, Xi’an Jiaotong University, 28 West Xianning Road, Xi’an 710049, China;2. Jindal School of Management, University of Texas at Dallas, 800 West Campbell Road, SM 43, Richardson, TX 75080, USA;1. Faculty of Business and Economics, University of Hong Kong, Pokfulam Road, Hong Kong;2. Shenzhen Audencia Business School, WeBank Institute of Fintech, Guangdong Laboratory of Artificial Intelligence and Digital Economy (SZ), Shenzhen University, 3688 Nanhai Road, Shenzhen 518060, China;3. School of Management, Jinan University, Guangzhou, China;4. Faculty of Business and Economics, The University of Hong Kong, Pokfulam, Hong Kong |
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| Abstract: | The availability of a wide variety of luxury brands has resulted in declining commitment toward a single brand. Enhancing brand commitment has, therefore, become a significant challenge for international businesses and marketing managers. We develop a multi–dimensional brand commitment framework underpinned by marketing, organizational, and social psychology literature streams. The simultaneous examination of brand–commitment dimensions based on consumer desire, need, and obligation in our framework offers a novel perspective that advances research on brand commitment. Our findings demonstrate stability of the framework in important emerging markets for luxury brands, namely China, India, Russia, Turkey, and Thailand. The framework, incorporating affective, continuance, and normative brand commitment dimensions, offers a conceptually robust fit. We demonstrate that each brand commitment dimension is influenced by distinct antecedents, and we show the direct and interactional impact of consumers’ emotional attachment, economic motivations, and normative pressures on purchase intentions. Supported by well-established theories in organizational and social psychology, our study offers new insights on how consumers commit to brands. We provide international brand managers with a blueprint for strengthening brand commitment across countries. |
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| Keywords: | Brand commitment Luxury brands Cross-national comparison Emerging markets Brand communication International marketing |
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