PERAN MEDIASI CUSTOMER STATUS ATAS PENGARUH SELF BRAND ASSOCIATION TERHADAP CONSPICUOUS CONSUMPTION PENGGUNA HUSH PUPPIES

Bryan Reynaldo Anggriawan(1*),


(1) 
(*) Corresponding Author

Abstract


Merek dianggap menjadi penting dalam menciptakan identitas untuk konsumen yang diperlihatkan dengan asosiasi merek tertentu dan mengarah kepada peningkatan kesuksesan ekonomi sebagai nilai. Maka dari itu, kemewahan suatu merek saat ini mempengaruhi status konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Self Brand Association dan Customer Status sebagai variabel mediasi terhadap Conspicuous Consumption seseorang. Penelitian ini merupakan riset kuantitatif yang disebarkan kepada 125 konsumen Hush Puppies di Surabaya dengan teknik purposive sampling. Data diolah menggunakan metode Statistikal Package for the Social Sciences (SPSS) dan analisis deskriptif. Hasil dari penelitian ini menunjukkan ada pengaruh Self Brand Association dan Customer Status sebagai variabel mediasi terhadap Conspicuous Consumption. Pengaruh Self Brand Association terhadap Conspicuous Consumption melalui mediasi Customer Status juga ditemukan dan menunjukkan pengaruh positif.



Keywords


Customer Status, Self Brand Association, Conspicuous Consumption.

References


Alexandris, K., Douka, S., Papadopoulos, P.,

& Kaltsatou, A. (2008). Testing the role

of service quality on the development of

brand associations and brand loyalty.

Managing Service Quality: An

International Journal, 18(3), 239–254.

https://doi.org/10.1108/0960452081087

Belk, R. W. (1988). Possessions and the

extended self. Journal of Consumer

Research, 139–168.

Côté, S. (2011). How social class shapes

thoughts and actions in organizations.

Research in Organizational Behavior,

(2), 43–71.

Duan, J. and D. N. (2015). The reshaping of

Chinese consumer values in the social

media era: exploring the impact of Weibo

. Qualitative Market Research: An

International Journal, 18(4), 409–426.

Escalas, J. E. and B. J. R. (2000). Using

narratives to discern self-identity related

consumer goals and motivations”, in

Huffman, C., Ratneshwar, S. and Mick,

D.G. (Eds) . The Why of Consumption:

Contemporary Perspectives on

Consumer Motives, Goals and Desires,

Routledge & Kegan Paul, New York, NY,

–258.

Ferraro, R. , K. A. and M. T. (2013). Look at

me! Look at me! Conspicuous brand

usage, self- brand connection, and

dilution. Journal of Marketing Research,

(4), 477–488.

Fournier, S. (1998). Consumers and their

brands: developing relationship theory

in consumer research. Journal of

Consumer Research, 24(4), 343–373.

Goldsmith, R. E. , F. L. R. and E. J. K.

(1996). Status consumption and fashion

behaviour: an exploratory study.

Association of Marketing Theory and

Practice Proceedings, 16, 309.

Han, H. , & N. H. T. (2019). Luxury brand

consumption and conspicuous

consumption: The moderating role of

self-brand connection. Luxury Brand

Consumption and Conspicuous

Consumption: The Moderating Role of

Self-Brand Connection., 50, 203–211.

Kastanakis, M. N. and B. G. (2012). Between

the mass and the class: antecedents of

the “bandwagon” luxury consumption

behavior. Journal of Business Research,

(10), 1399–1407.

Kilsheimer, J. (1993). Status

Consumption: The Development and

Implications of a Scale Measuring

the Motivation to Consume for

Status.

Mazzocco, P. J. , R. D. D. , G. A. D. , & A.

E. T. (2012). Direct and vicarious

conspicuous consumption: Identification

with low-status groups increases the

desire for high-status goods. Journal of

Consumer Psychology, 22(4), 520–528.

Miller, G. (2012). Tüketimin Evrimi:

Cinsiyet statü ve tüketim. Transl.

Vardar, G. Alfa Bilim Yayıncılık, 1, 415.

O’Cass, A., & Frost, H. (2002). Status

brands: Examining the effects of nonproduct-related brand associations on

status and conspicuous consumption.

Journal of Product & Brand

Management, 11(2), 67–88.

https://doi.org/10.1108/1061042021042

O’Cass, A., & McEwen, H. (2004). Exploring

consumer status and conspicuous

consumption. Journal of Consumer

Behaviour, 4(1), 25–39.

https://doi.org/10.1002/cb.155

Pelham, B. W. , M. M. C. and J. J. T. (2002).

Why Susie sells seashells by the

seashore: implicit egotism and major life

decisions. Journal of Personality and

Social Psychology, 82(4), 469–487.

Perez; Truglia, R. (2013). A test of The

Conspicuous-Consumption Model Using

Subjective Well Being Data. The

Journal of Socio Economics, 45(1), 146–

Rucker, D. D. and G. A. D. (2008). Desire to

acquire: powerlessness and

compensatory consumption. Journal of

Consumer Research, 35(2), 257–267.

Shermach, K. (n.d.). 1997. ‘What Consumers

Wish Brand Managers Knew.’

Trigg, A. (2001). ‘Veblen, Bourdieu, and

conspicuous consumption.’ Journal of

Economic Issues, XXXV, 99–115.

Tuan, L. T. , & L. N. T. (2021). Luxury

fashion brands and conspicuous

consumption: Evidence from Vietnamese

consumers. Journal of Retailing and

Consumer Services, 61.


Refbacks

  • There are currently no refbacks.