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http://dx.doi.org/10.18807/jsrs.2017.7.4.001

Perceived Conspicuous Consumption and Brand Evaluation: Mediation Effect of Power Distance Belief  

Yan, Jinzhe (SKK Business School, Sungkyunkwan University)
Kim, Yeonggil (Department of Global Trade and Management, Shinhan University)
Kim, Soowook (College of Business Administration, Seoul National University)
Publication Information
Journal of Service Research and Studies / v.7, no.4, 2017 , pp. 1-14 More about this Journal
Abstract
Little empirical consumer research has focused on perceived conspicuous consumption in the respect of negative emotion. This research aims to prove the perceived conspicuous consumption's negative effect on consumers' attitude toward brand. In this research, two experiments were designed to test hypothesis. The results of analysis confirm that perceived conspicuous consumption affects the attitude towards brand, Consumer's temporal power distance belief mediates the relation between perceived conspicuous consumption and brand evaluation, in line with our assumption. The level of perceived group norm towards conspicuous consumption (high vs. low) moderates the relation between perceived conspicuous consumption and brand evaluation. In further research, the group norm scale should be improved and additional experiment adopting variety priming or manipulation method should be conducted for robustness of causality.
Keywords
Perceived Conspicuous Consumption; Power Distance Belief; Perceived Group Norms; Brand Evaluation; Mediation Effect;
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