Impact of consumers' impulsiveness and variety-seeking traits on self-brand connection and communal-brand connection with high- vs. low-involvement products
This study explores the impact of consumers' impulsiveness and variety-seeking traits on self-brand and communal-brand connection with high- vs. low-involvement products. This study's experiment employed a between-subjects design with two randomized blocks of high- and low-involvement prod...
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Published in | Journal of marketing theory and practice Vol. 32; no. 2; pp. 191 - 209 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
Routledge
02.04.2024
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Online Access | Get full text |
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Summary: | This study explores the impact of consumers' impulsiveness and variety-seeking traits on self-brand and communal-brand connection with high- vs. low-involvement products. This study's experiment employed a between-subjects design with two randomized blocks of high- and low-involvement product categories. Within each block, the relationship between the independent variables (i.e. impulsiveness and variety-seeking) and the dependent variables (i.e. self-brand connection, communal-brand connection, and purchase intention) were analyzed using SmartPLS. Results show that impulsiveness has a positive impact on self-brand connection and communal-brand connection with high-involvement and low-involvement products. Variety-seeking only positively impacts self-brand connection and communal-brand connection with low-involvement products. |
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ISSN: | 1069-6679 1944-7175 |
DOI: | 10.1080/10696679.2022.2143380 |