Luxury values as drivers for affective commitment: The case of luxury car tribes

Brand communities have been regarded as avenues where the relationship between consumers and a brand can flourish. The main aim of this research was to investigate if luxury values, that is, the individual, social and functional values and believes influence the affective commitment in the luxury ca...

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Autores principales:	Sandra Maria Correia Loureiro, Hans Ruediger Kaufmann
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2016
Materias:	luxury values brand tribalism brand reputation affective commitment luxury car brands Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/344be2d4c75446909d3c086bca821a20
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id	oai:doaj.org-article:344be2d4c75446909d3c086bca821a20
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spelling	oai:doaj.org-article:344be2d4c75446909d3c086bca821a202021-12-02T14:35:45ZLuxury values as drivers for affective commitment: The case of luxury car tribes2331-197510.1080/23311975.2016.1171192https://doaj.org/article/344be2d4c75446909d3c086bca821a202016-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2016.1171192https://doaj.org/toc/2331-1975Brand communities have been regarded as avenues where the relationship between consumers and a brand can flourish. The main aim of this research was to investigate if luxury values, that is, the individual, social and functional values and believes influence the affective commitment in the luxury car context. This study explores the effect of luxury values on luxury car affective commitment mediated by brand tribalism and brand reputation. The proposed model was tested through a survey on car brand communities (BMW, Mercedes and Audi). Findings reveal that brand tribalism is more important than brand reputation when developing brand relationship. Functional values are more effective to create brand reputation than to improve brand tribalism. Social values influence more on brand tribalism than on brand reputation. Individual values exercise a significant effect on brand tribalism.Sandra Maria Correia LoureiroHans Ruediger KaufmannTaylor & Francis Grouparticleluxury valuesbrand tribalismbrand reputationaffective commitmentluxury car brandsBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 3, Iss 1 (2016)
institution	DOAJ
collection	DOAJ
language	EN
topic	luxury values brand tribalism brand reputation affective commitment luxury car brands Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	luxury values brand tribalism brand reputation affective commitment luxury car brands Business HF5001-6182 Management. Industrial management HD28-70 Sandra Maria Correia Loureiro Hans Ruediger Kaufmann Luxury values as drivers for affective commitment: The case of luxury car tribes
description	Brand communities have been regarded as avenues where the relationship between consumers and a brand can flourish. The main aim of this research was to investigate if luxury values, that is, the individual, social and functional values and believes influence the affective commitment in the luxury car context. This study explores the effect of luxury values on luxury car affective commitment mediated by brand tribalism and brand reputation. The proposed model was tested through a survey on car brand communities (BMW, Mercedes and Audi). Findings reveal that brand tribalism is more important than brand reputation when developing brand relationship. Functional values are more effective to create brand reputation than to improve brand tribalism. Social values influence more on brand tribalism than on brand reputation. Individual values exercise a significant effect on brand tribalism.
format	article
author	Sandra Maria Correia Loureiro Hans Ruediger Kaufmann
author_facet	Sandra Maria Correia Loureiro Hans Ruediger Kaufmann
author_sort	Sandra Maria Correia Loureiro
title	Luxury values as drivers for affective commitment: The case of luxury car tribes
title_short	Luxury values as drivers for affective commitment: The case of luxury car tribes
title_full	Luxury values as drivers for affective commitment: The case of luxury car tribes
title_fullStr	Luxury values as drivers for affective commitment: The case of luxury car tribes
title_full_unstemmed	Luxury values as drivers for affective commitment: The case of luxury car tribes
title_sort	luxury values as drivers for affective commitment: the case of luxury car tribes
publisher	Taylor & Francis Group
publishDate	2016
url	https://doaj.org/article/344be2d4c75446909d3c086bca821a20
work_keys_str_mv	AT sandramariacorreialoureiro luxuryvaluesasdriversforaffectivecommitmentthecaseofluxurycartribes AT hansruedigerkaufmann luxuryvaluesasdriversforaffectivecommitmentthecaseofluxurycartribes
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Luxury values as drivers for affective commitment: The case of luxury car tribes

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