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February 2023
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Determinants of Consumer Advocacy for Personal Luxury Products through Brand Loyalty: Egyptian Consumers’ Case Study
Rana M. Shaaban, Ashraf Labib, Mohamed A. Nassar
ABSTRACT: Background: Over the past 20 years, luxury brands have attracted a lot of research attention in the marketing literature. Studies have focused on building and keeping long-term relationships between brands and their customers, as well as coming up with ideas for premium brand features. Also, customer advocacy for personal luxury brand products in Egypt hasn't been looked at in a lot of studies. In addition, relatively few researchers have looked into the relationships between luxury consumer brands and cosmopolitanism. Egyptians are rumored to strive to display products with perceived prestige through social recognition in flamboyant displays in order to express their economic standing in the most overt manner possible. Therefore, brand love and personal luxury brand products have been selected to be used in this study because they help consumers manage their self-image, give their owners status and prestige, and foster a personal connection. Objective: The current study aims to test the relationship between perceived luxury values dimensions (perceived financial value, perceived functional value, perceived social value, and perceived individual value), brand love, E-WOM, cosmopolitanism, and brand loyalty, and to understand the relationship between brand loyalty and consumer advocacy for personal luxury brand products. Methodology: A mono-method quantitative research design is adopted, where data is collected from Egyptians who purchase personal luxury brand products, with a total sample size of 496 consumers. Results: The findings revealed a positive relationship between perceived financial values and brand loyalty, as well as positive relationships between perceived functional values and brand loyalty, perceived individual values and brand loyalty, perceived social values and brand loyalty, and a positive relationship between brand love and brand loyalty. Additionally, there is a positive relationship between E-WOM and brand loyalty. Also, a positive relationship is found between cosmopolitanism and brand loyalty. Finally, there is a positive relationship between brand loyalty and consumer advocacy. Conclusion: To keep consumers from looking for competing brands and engaging in cross-shopping, most brand managers work to create favorable relationships with their clientele. Marketing departments should focus their efforts on developing and communicating these values to clients. In addition, maintaining a specific standard of product quality and the shopping experience is crucial since luxury buyers could view high levels of utilitarian and hedonistic qualities as fundamental requirements for luxury brands.
[ FULL TEXT PDF 1-9 ] DOI: 10.22587/ajbas.2023.17.2.1
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