Bookcover of Perceived Status Enhancement, Brand Loyalty and Brand Involvement
Booktitle:

Perceived Status Enhancement, Brand Loyalty and Brand Involvement

LAP LAMBERT Academic Publishing (2014-11-25 )

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ISBN-13:

978-3-659-64217-3

ISBN-10:
3659642177
EAN:
9783659642173
Book language:
English
Blurb/Shorttext:
A sample of 170 Starbucks brewed coffee customers from four Starbucks coffeehouses in South Florida were administered a survey to determine their perceptions of Starbucks brewed coffee as status enhancing as well as their attitudinal and behavioral brand loyalty and their brand involvement. Reliability and factor analyses confirmed the internal reliability and unitary structure of the multi-item constructs. Linear regressions revealed that customers’ perceptions of the branded product as status enhancing were positively associated with their brand involvement (R = .174, p = .023) and their attitudinal brand loyalty (R = .214, p = .005), but not with their behavioral brand loyalty (R = .091, p = .240). These results add to the theory of status consumption and may aid companies in deciding whether to use status enhancement as a marketing strategy for their brands and products.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Chee Piong
Number of pages:
136
Published at:
2014-11-25
Stock:
Available
Category:
Advertisement, marketing
Price:
61.90 €
Keywords:
Brand Loyalty, Brand Involvement, Status Enhancement

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