Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

Influence of Envy Types, Brand Awareness, and Regulatory Focus Chronic on Favorability of Luxury Fashion Brand -Focused on Social Network Service Users-

선망(Envy)의 유형과 브랜드 인지도, 조절초점성향이 패션 명품 브랜드의 호의도에 미치는 영향 -SNS 사용자를 대상으로-

  • Received : 2017.02.10
  • Accepted : 2017.11.21
  • Published : 2018.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The influence of the emotion of envy as a variable in the brand attitude has increased. This study validates the influence of envy types, brand awareness, and regulatory focus chronic of consumers on favorability of luxury fashion brand. This study was designed with the mixed factorial design of 2 (envy types: benign vs malicious) ${\times}$ 2 (brand awareness types: high vs low) ${\times}$ 2 (regulatory focus chronic types: promotion focus vs prevention focus). The data for this research was collected from a questionnaire distributed to 302 subjects aged between 20 and 39 in the Seoul and Gyeonggi areas; consequently, a total of 275 data were analyzed. Data were analyzed with SPSS 23 program and three-way ANOVA, Simple interaction effects and simple main effects analysis were conducted. The results of this research were as follows. First, envy type and brand awareness showed significant interaction for the favorability of a luxury fashion brand. Second, envy type, brand awareness, and consumers' regulatory focus chronic showed significant interaction on the favorability of luxury fashion brand. Based on the findings, the characteristics of consumers' regulatory focus in brand attitude must be taken into consideration by luxury fashion brand marketers. The use of SNS strategies to induce emotions of benign envy through the comparisons to close acquaintances is recommended in order to raise brand preferability.

Keywords

References

  1. Ackerman, D., MacInnis, D., & Folkes, V. (2000). Social comparisons of possessions: When it feels good and when it feels bad. Advances in Consumer Research, 27(1), 173-178.
  2. Baik, J. E. (2012). The effects of consumer buying attitude based on sports brand advertising model, brand recognition, and consumer subjectivity. Unpublished master's thesis, Sungkyunkwan University, Seoul.
  3. Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194. doi:10.1086/208911
  4. Belk, R. W. (2008). Marketing and envy. In R. H. Smith (Ed.), Envy: Theory and research (pp. 211-226). New York, NY: Oxford University Press.
  5. Cha, O. (2009). Buroum: An analysis of benign envy in Korea. Korean Journal of Social and Personality Psychology, 23(2), 171-189.
  6. Cha, O. (2010). Buroum: An emotion strategically communicating association and approach motives. Korean Journal of Social and Personality Psychology, 24(2), 51-72.
  7. Chang, J. S., Lee, J. H., & Ahn, K. H. (2011). The effect of the congruence between brand personality and self-image on purchase intention: The moderating role of self-monitering and product type. The Korean Journal of Advertising, 22(5), 7-23.
  8. Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1), 135-144.
  9. Choi, J., & Kim, Y. (2012). Analyses of persuasion and product evaluation by the social distance of the recommendation in SNS. Korean Journal of Consumer and Advertising Psychology, 13(4), 513-539. https://doi.org/10.21074/kjlcap.2012.13.4.513
  10. Crowe, E., & Higgins, E. T. (1997). Regulatory focus and strategic inclinations: Promotion and prevention in decisionmaking. Organizational Behavior and Human Decision Processes, 69(2), 117-132. doi:10.1006/obhd.1996.2675
  11. Goo, H. J., Sohn, Y. W., & Rim, H. B. (2013). The effects of two different types of envy on product liking and willingness to purchase: The moderating role of self-esteem. Korean Journal of Consumer and Advertising Psychology, 14(3), 427-444. doi:10.21074/kjlcap.2013.14.3.427
  12. Hellen, K., & Saaksjarvi, M. (2013). Investigating the relationship between benign and malicious envy. In G. Cornelissen, E. Reutskaja, & A. Valenzuela (Eds.), European Advances in Consumer Research Volume 10 (pp. 158-159). Duluth, MN: Association for Consumer Research.
  13. Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280-1300. doi:10.1037//0003-066X.52.12.1280
  14. Huang, R., & Sarigollu, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of Business Research, 65(1), 92-99. doi:10.1016/j.jbusres.2011.02.003
  15. Kim, J. A. (2012). A study on fashion products purchase decision making of fashion products using mobile Social Network Service. Unpublished master's thesis, Kookmin University, Seoul.
  16. Kim, J. Y. (2015). Two faces of envy: Benign envy and malicious envy of employee. Unpublished master's thesis, The Catholic University of Korea, Bucheon.
  17. Kim, K., & Ryu, G. (2008). Regulatory focus and tensile price claims. Journal of Korean Marketing Association, 23(4), 197-217.
  18. Kim, M. H. (2013). The effects of types of envy on product evaluation and willingness to purchase: Focus on brand reputation and materialism. Unpublished master's thesis, Dong-A University, Busan.
  19. Kim, Y. H. (2011). The effects of valence of information of e-WOM on product evaluation and purchase intention-Moderating effects of regulatory focus and brand awareness-. Unpublished doctoral dissertation, Soongsil University, Seoul.
  20. Ko, S. H. (2010). The influence of the suitability of the chronic regulatory focus and the advertising message type on the evaluation of the extension product of a band in the beauty industry. Unpublished doctoral dissertation, Sungkyunkwan University, Seoul.
  21. Kwon, T. Y. (2006). The correlation of brand recognition and trust of cybermalls. Unpublished master's thesis, Ewha Womans University, Seoul.
  22. Lee, G. E. (2014). A study on the fashion brand marketing using social media: Focused on the application of Pinterest and Instagram. Unpublished master's thesis, Chung-Ang University, Seoul.
  23. Lee, G. N., & Shin, S. H. (2012). Purchase behaviors on imported fashion luxury brand's bag according to the types of consumption values of female consumers in 20's and 30's. Journal of the Korean Society for Clothing Industry, 14(4), 554-566. doi:10.5805/KSCI.2012.14.4.554
  24. Lee, J. (2012). The amazing power of envy: An investigation of the relative effects of benign envy and malicious envy on brand evaluation across different product types and deservedness. Unpublished master's thesis, Dongguk University, Seoul.
  25. Lee, Y. J. (2011). The effect of advertising methods, brand reputation, and consumer's regulatory focus on attitudes of customers towards the products. Unpublished master's thesis, Sungkyunkwan University, Seoul.
  26. Lockwood, P., Jordan, C. H., & Kunda, Z. (2002). Motivation by positive or negative role models: Regulatory focus determines who will best inspire us. Journal of Personality and Social Psychology, 83(4), 854-864. doi:10.1037/0022-3514.83.4.854
  27. Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Riaz, U., ul Hassan, N., Mustafa, M., & Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. International Journal of Business and Social Science, 4(5), 167-171. https://doi.org/10.18848/1836-6236/CGP/v04i03/51399
  28. Milovic, A. J. (2014). "If You Have It, I Want It...Now!" the effect of envy and construal level on increased purchase intentions. Unpublished doctoral dissertation, University of Wisconsin-Milwaukee, Milwaukee, WI.
  29. Oh, M. H. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Unpublished master's thesis, Kookmin University, Seoul.
  30. Park, E. M. (2009). Study on the influence of on-line word-of-mouth communication directionality following brand recognition on customers' purchases: Focusing on online cosmetic shopping malls. Unpublished master's thesis, Sungkyunkwan University, Seoul.
  31. Parrot, W. G., & Smith, R. H. (1993). Distinguishing the experiences of envy and jealousy. Journal of Personality and Social Psychology, 64(6), 906-920. doi:10.1037/0022-3514.64.6.906
  32. Salovey, P., & Rodin, J. (1986). The differentiation of social-comparison jealousy and romantic jealousy. Journal of Personality and Social Psychology, 50(6), 1100-1112. doi:10.1037/0022-3514.50.6.1100
  33. Shin, C. S. (2015). The influence of SNS addiction proneness on conspicuous consumption - The moderating role of persona and self-monitoring -. Unpublished master's thesis, Hongik University, Seoul.
  34. Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., Johar, J. S., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241. doi:10.1177/0092070397253004
  35. Smith, R. H., & Kim, S. H. (2007). Comprehending envy. Psychological Bulletin, 133(1), 46-64. doi:10.1037/0033-2909.133.1.46
  36. Song, A. R. (2014). Effects of jealousy on consumption propensity of luxury goods. Unpublished master's thesis, Pusan National University, Busan.
  37. Steinfield, C., Ellison, N. B., & Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: A longitudinal analysis. Journal of Applied Developmental Psychology, 29(6), 434-445. doi:10.1016/j.appdev.2008.07.002
  38. Suh, Y. H. (2011). The moderating effect of perceived values on the luxury brand preference depending on consumers' regulatory focus. Management Information Systems Review, 30(4), 73-92. https://doi.org/10.29214/damis.2011.30.4.004
  39. Tesser, A., & Smith, J. (1980). Some effects of task relevance and friendship on helping: You don't always help the one you like. Journal of Experimental Social Psychology, 16(6), 582-590. doi:10.1016/0022-1031(80)90060-8
  40. Van de Ven, N., Zeelenberg, M., & Pieters, R. (2011). The envy premiun in product evaluation. Journal of Consumer Research, 37(6), 984-998. doi:10.1086/657239
  41. Yang, S. H. (2012). The impact of company's SNS marketing message types for consumer's brand concept according to their psychological type: Around the fan pages of facebook. Unpublished master's thesis, Hongik University, Seoul.
  42. Yoo, K. (2012). When will "Envy" be the driving force of economic growth? The effect of envy on purchase intention in relation with moderating roles of self-monitoring, brand familiarity, and regulatory framing. Unpublished master's thesis, Seoul National University, Seoul.
  43. Yoon, I. K. (2005). The relationship of self-esteem to the communication effect of envy-provoking ads. Unpublished doctoral dissertation, Chung-Ang University, Seoul.
  44. Yoon, I. K., Lyi, D. R., & Kim, H. C. (2006). The relationship of self-esteem to the communication effect of envyprovoking ads. Journal of Korea Society of Design Trend, 13, 199-212.
  45. Youn, S. Y. (2014). Research about SNS marketing influence on brand awareness, brand attitude, purchase intention -Focused on cosmeceutical-. Unpublished master's thesis, Hongik University, Seoul.
  46. Zhao, Y. (2015). The effects of direction and type of e-WOM on purchase intention-Moderating effects of brand awareness and regulatory focus-. Unpublished doctoral dissertation, Gyeongsang National University, Jinju.