It's a comparison game! The roles of social comparison, perceived exclusivity and perceived financial benefits in non-fungible token marketing
Q Xie, S Muralidharan - Journal of Research in Interactive Marketing, 2023 - emerald.com
Purpose Non-fungible tokens (NFTs) are gaining popularity as investments and personal
indulgences, prompting brands to integrate them into marketing campaigns. Thus …
indulgences, prompting brands to integrate them into marketing campaigns. Thus …
Cultural consequences of brands' masstige: An emerging market perspective
The increase in disposable income and the luxury aspirations of the middle-class have led
to the introduction of a new genre of luxury, known as masstige luxury. The extant research …
to the introduction of a new genre of luxury, known as masstige luxury. The extant research …
Social comparison theory: A review and future directions
Social comparison theory provides valuable insights into how individuals assess themselves
by comparing various facets of their lives to others. This theory offers a framework that helps …
by comparing various facets of their lives to others. This theory offers a framework that helps …
From devil to angel: How being envied for luxury brand social media word of mouth discourages counterfeit purchases
Luxury brand social media word of mouth (SWOM) often induces audience envy, which can
be revealed to brand users and trigger their perceptions of being envied. Recent studies …
be revealed to brand users and trigger their perceptions of being envied. Recent studies …
Beauty and the brands: The interplay of celebrity attractiveness, brand envy, and social comparison in shaping masstige brand passion in hospitality
Using source credibility theory and social comparison theory as theoretical lenses, this study
investigates the relationship between attractive celebrity endorsements (eg, from showbiz …
investigates the relationship between attractive celebrity endorsements (eg, from showbiz …
[HTML][HTML] The luxury goods market: Understanding the psychology of Chinese consumers
S Chernov, D Gura - European Research on Management and Business …, 2024 - Elsevier
The objective of this research is to construct a multifactorial model facilitating the
assessment of the interrelation between aspects of Chinese consumers' attitudes towards …
assessment of the interrelation between aspects of Chinese consumers' attitudes towards …
Managing the challenge of luxury democratization: A multicountry analysis
Once the preserve of the elite, many luxury brands are now targeting the rapidly rising global
middle classes. This “democratization of luxury,” understood as the perceived reduction in …
middle classes. This “democratization of luxury,” understood as the perceived reduction in …
Person vs. purchase comparison: how material and experiential purchases evoke consumption-related envy in others
Consumers feel envious of others more frequently than ever as they are constantly exposed
to the purchases of others through social media. The extant literature is divided on whether …
to the purchases of others through social media. The extant literature is divided on whether …
Using artificial intelligence to promote branded color cosmetics: evidence from Indonesia
Artificial Intelligence (AI) color cosmetics applications emerged as an innovative solution to
promote branded color cosmetics and enhance consumer decision making, primarily as a …
promote branded color cosmetics and enhance consumer decision making, primarily as a …
[HTML][HTML] Role of downward versus upward social comparison in service recovery: Testing a mediated moderation model with two empirical studies
This paper extends prior research into the role of social comparison in service recovery by
investigating the role of both downward and upward social comparison. Social comparison …
investigating the role of both downward and upward social comparison. Social comparison …