Evaluation of Culturally Symbolic Brand: The Role of "Fear of Missing Out" Phenomenon

Although many studies have contributed to the culturally symbolic brands evaluation, it has been difficult to fully explain the excessive consumption or herd behavior occurring in a particular group. To overcome the limitation, this study focuses on the fear of missing out (FoMO) phenomenon to matur...

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Bibliographic Details
Published inJournal of international consumer marketing Vol. 31; no. 3; pp. 270 - 286
Main Authors Kang, Inwon, Son, Jeyoung, Koo, Jakyung
Format Journal Article
LanguageEnglish
Published New York Routledge 27.05.2019
Taylor & Francis Ltd
Subjects
brand evaluation
Consumer behavior
cosmopolitanism
Culturally symbolic brands
fear of missing out
xenocentrism
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Summary:Although many studies have contributed to the culturally symbolic brands evaluation, it has been difficult to fully explain the excessive consumption or herd behavior occurring in a particular group. To overcome the limitation, this study focuses on the fear of missing out (FoMO) phenomenon to mature the discussion on culturally symbolic brands evaluation. In fact, previous studies using the FoMO phenomenon were mainly limited to online consumer behavior. However, this study is meaningful in that FoMO phenomenon can be extended to offline consumer behavior.
ISSN:0896-1530
1528-7068
DOI:10.1080/08961530.2018.1520670