Antecedents of word-of-mouth as a component of brand loyalty towards luxury fashion brands and its moderating factors

Table of Contents

CHAPTER 1: INTRODUCTION

1.1. RESEARCH AIM AND OBJECTIVES

1.2. STRUCTURE OF RESEARCH

CHAPTER 2: LITERATURE REVIEW

2.1. INTRODUCTION

2.2. FASHION

2.2.1. LUXURY

2.3. BRAND LOYALTY AND WORD-OF-MOUTH

2.4. ANTECEDENTS OF WORD-OF-MOUTH

2.4.1. SATISFACTION

2.4.2. TRUST

2.4.3. COMMITMENT

2.5. EXPECTED PREDICTOR VARIABLES AND MODERATING FACTORS

2.5.1 SOCIAL IDENTITY

2.5.2. MATERIALISM

2.5.3. POSSESSIVENESS

CHAPTER 3: CONCEPTUAL FRAMEWORK

3.1. CONCEPTUAL MODEL

3.1.1. AIMS AND OBJECTIVES

CHAPTER 4: RESEARCH METHODOLOGY

4.1. INTRODUCTION

4.2. DEDUCTIVE RESEARCH APPROACH

4.3. QUANTITATIVE RESEARCH METHOD

4.4. QUESTIONNAIRE METHOD

4.5. QUESTIONNAIRE CONTENT

4.6. MEASUREMENT CONSTRUCT

4.7. DATA COLLECTION AND SAMPLING

4.8. ETHICAL CONSIDERATION

CHAPTER 5: DATA ANALYSIS AND RESULTS

5.1. INTRODUCTION

5.2. DESCRIPTIVE ANALYSIS

5.2.1. DEMOGRAPHICS

5.2.2. LUXURY BRAND CATEGORIES AND SOCIAL IDENTITY GROUPS

5.3. KEY ANALYSIS

5.3.1. RELIABILITY ANALYSIS

5.3.2. ONE SAMPLE T-TESTS

5.3.3. HYPOTHESES TESTING USING MULTIPLE REGRESSION ANALYSIS

CHAPTER 6: DISCUSSION

6.1. INTRODUCTION

6.2. LUXURY BRAND CATEGORY AND SOCIAL IDENTITY GROUP

6.3. SIGNIFICANT AND INSIGNIFICANT PREDICTOR VARIABLES

6.3.1. SATISFACTION, TRUST AND COMMITMENT

6.4. SIGNIFICANT EXPECTED PREDICTOR VARIABLES

6.4.1. POSSESSIVENESS, MATERIALISM, AND SOCIAL IDENTITY

6.5. INSIGNIFICANT MODERATION

CHAPTER 7: CONCLUSION, MANAGERIAL RE-COMMENDATIONS, LIMITATIONS AND FUTURE RESEARCH

7.1. INTRODUCTION

7.2. CONCLUSION

7.3. MANAGERIAL RECOMMENDATION

7.4. LIMITATIONS AND FUTURE RESEARCH

Research Objectives and Core Themes

The primary aim of this dissertation is to investigate how satisfaction, trust, and commitment, as well as socio-psychological factors, influence consumer engagement in positive word-of-mouth regarding luxury fashion brands.

• Brand loyalty dimensions (satisfaction, trust, commitment) and their link to word-of-mouth.
• The influence of socio-psychological traits (materialism, possessiveness, social identity) on consumer behavior.
• The moderating role of these traits within the brand relationship framework.
• Identification of primary drivers for consumer-brand advocacy in the luxury sector.

Extract from the Book

Summary of Chapters

CHAPTER 1: INTRODUCTION: Outlines the importance of brand loyalty and word-of-mouth for luxury fashion companies and defines the research scope.

CHAPTER 2: LITERATURE REVIEW: Reviews existing theories on luxury fashion, brand loyalty, and the potential impact of socio-psychological factors.

CHAPTER 3: CONCEPTUAL FRAMEWORK: Presents the study model and the hypothesized relationships between variables.

CHAPTER 4: RESEARCH METHODOLOGY: Explains the quantitative approach, sampling, and survey design used to collect primary data.

CHAPTER 5: DATA ANALYSIS AND RESULTS: Details the empirical findings through descriptive statistics and multiple regression analysis.

CHAPTER 6: DISCUSSION: Interprets the findings by comparing them with existing literature and explains supported/unsupported hypotheses.

CHAPTER 7: CONCLUSION, MANAGERIAL RE-COMMENDATIONS, LIMITATIONS AND FUTURE RESEARCH: Summarizes the key findings, offers practical implications for marketers, and discusses research limitations.

Keywords

Word-of-mouth, Brand Loyalty, Luxury Fashion, Satisfaction, Trust, Commitment, Materialism, Possessiveness, Social Identity, Consumer Behavior, Relationship Marketing, Quantitative Research, Brand Advocacy, Consumer Psychology.

Frequently Asked Questions

What is the core focus of this research?

The research examines the antecedents of positive word-of-mouth for luxury fashion brands, specifically exploring the impact of traditional brand loyalty variables and additional socio-psychological factors.

What are the central themes of the work?

The work centers on the relationship between consumers and luxury brands, highlighting the roles of satisfaction, trust, commitment, materialism, possessiveness, and social identity.

What is the primary objective of this dissertation?

The objective is to determine how traditional loyalty antecedents and socio-psychological factors drive consumers to speak favorably about luxury fashion brands.

What scientific methodology does the author apply?

The author uses a quantitative research approach, conducting an online questionnaire to gather primary data which is analyzed via t-tests and multiple regression analysis.

What does the main body of the paper cover?

The main body provides a literature review, a conceptual framework, a detailed research methodology, empirical data analysis and results, and a comprehensive discussion of the findings.

Which keywords best characterize the study?

Key terms include Word-of-mouth, Brand Loyalty, Luxury Fashion, Materialism, Social Identity, and Consumer Behavior.

Why are materialism and possessiveness considered as factors?

These traits are included because they are theoretically linked to luxury consumption and the need for self-expression, which may motivate consumers to talk about their acquisitions.

How does social identity influence the results?

Social identity was found to have a positive impact on word-of-mouth, as consumers use brands to signify their membership within desired social groups.

What were the major conclusions regarding satisfaction?

Surprisingly, the study found no significant direct effect of satisfaction on positive word-of-mouth, suggesting it may require the context of trust to influence behavior.