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Article
Publication date: 29 July 2021

Song-yi Youn and Eunjoo Cho

The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young…

4255

Abstract

Purpose

The purpose of this study is to examine the interaction effect of perceived psychological distance toward the luxury brand and construal level of the CSR ad content on young consumers' perceptions toward the CSR ad (i.e. ad-brand congruency and perceived trust on CSR ad). This study also investigates the mediation effects of ad-brand congruency and trust on electronic word-of-mouth (eWOM) intention on social media.

Design/methodology/approach

A two (low vs great psychological distance) by two (low vs high construal level) between-subjects experimental study is conducted with samples of social media users (n = 570) in the United States. Participants were randomly assigned to view one of the four CSR ads and instructed to respond to questions in the survey. The proposed hypotheses are tested using moderated serial mediation.

Findings

The interaction between psychological distance and construal level significantly influences ad-brand congruency. When participants view detailed information content (i.e. low construal level) with an accessible luxury brand (i.e. low psychological distance) in the CSR ad, they are more likely to perceive the ad is congruent with the brand compared to the CSR ad with abstract information content. There is no difference in ad-brand congruency for the aspiration luxury brand according to different content (i.e. low vs great construal level). Importantly, however, for both brands, the results reveal dual roles of the ad-brand congruency which increases eWOM intention directly and indirectly through trust. Findings confirm serial mediation effects of ad-brand congruency and CSR trust on the eWOM intention on social media.

Originality/value

By uncovering the interaction effect of psychological distance and construal level on ad-brand congruency, this study implicates how luxury fashion brands need to differently create CSR ad content. Our findings confirm dual ways of information processing that lead to positive engagement (i.e. eWOM) on social media, particularly among young consumers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 2 May 2024

Md. Rafiqul Islam Rana and Song-yi Youn

This study explores the role of knowledge management capabilities (KMCs) in enhancing competitive advantage and organisational performance in fashion retailing. Employing the…

Abstract

Purpose

This study explores the role of knowledge management capabilities (KMCs) in enhancing competitive advantage and organisational performance in fashion retailing. Employing the resource-based view (RBV) and knowledge-based view (KBV) perspectives, it investigates the interplay between managing knowledge effectively and fashion products’ complexity. The goal is to provide new insights into optimising KMC for greater agility and success in the fashion retail industry.

Design/methodology/approach

The study analysed survey data from 322 US fashion retail professionals using partial least squares structural equation modelling (PLS-SEM).

Findings

The results revealed that knowledge infrastructure capability enhanced both competitive advantage and organisational performance significantly. In contrast, knowledge process capability did not significantly affect competitive advantage, it improved organisational performance. Importantly, product complexity moderated the relationship between competitive advantage and organisational performance negatively.

Practical implications

This study underscores the necessity for retailers in the fashion industry to enhance their KMC to bolster competitive advantage and organisational performance, while it also acknowledges product complexity’s effect on these strategies. These insights offer actionable guidance for industry leaders to optimise knowledge management to navigate the rapidly evolving retail landscape.

Originality/value

This research offers novel insights into the interplay of product complexity and KMC in fashion retail and highlights the unique effects on competitive advantage and organisational performance valuable for both academia and industry.

Details

International Journal of Retail & Distribution Management, vol. 52 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 9 July 2020

Jung Eun Lee and Song-Yi Youn

The purpose of this study is to examine the effect of craftsmanship content and social distance embedded in the craftsmanship content on luxury brand experiences, perceived luxury…

2709

Abstract

Purpose

The purpose of this study is to examine the effect of craftsmanship content and social distance embedded in the craftsmanship content on luxury brand experiences, perceived luxury and brand purchase intentions using a social media video.

Design/methodology/approach

The authors conducted a single factor (close social distance vs great social distance vs control group) using a between-subjects experimental design. The social distance was manipulated by the presence (i.e. a close social distance) or absence (i.e. a great social distance) of a consumer scene in a craftsmanship video shown on social media. The control group watched a video with non-craftsmanship content. Then, brand experience, perceived luxury and purchase intentions were measured.

Findings

The results showed that the control group perceived less luxury and had lower brand experiences and purchase intentions than the group that watched the video without a consumer scene. In addition, participants who watched the craftsmanship video that included a consumer scene (i.e. a close social distance) had stronger brand experiences than those who watched the video without the scene (i.e. a great social distance). The brand experience increased perceived luxury and purchase intentions.

Originality/value

By manipulating social distance and providing better brand experiences in social media, experiential marketing allows luxury brands to reconcile two apparently incompatible goals: maintaining an exclusive image while increasing purchase intentions.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 27 June 2022

Song-yi Youn

As one of the largest industries in the global economy, the fashion industry has emphasized the symbolic and aspirational features of its products while maximizing the efficiency…

1087

Abstract

Purpose

As one of the largest industries in the global economy, the fashion industry has emphasized the symbolic and aspirational features of its products while maximizing the efficiency of its manufacturing processes. However, the labor-intensive and competitive nature of the industry has meant that brand moral transgressions often occur. This study aims to understand the role of moral emotions and concerns (i.e. perceived spillover) caused by different moral transgressions and explain consumer anti-brand behaviors (i.e. negative word of mouth [WOM] and patronage cessation).

Design/methodology/approach

Structural equation modeling was conducted to examine group differences (ethical vs social transgressions) in Study 1 (n = 584). Also, the moderation effect of moral disengagement was examined in Study 2 (n = 324).

Findings

The results indicate that, for ethical transgressions, both moral emotions and perceived spillovers explain negative behaviors while moral emotions alone explain negative WOM on social media for social transgressions. Additionally, for social transgressions, the results of Study 2 indicate a negative interaction effect of moral emotions and moral disengagement on anti-brand behavior of patronage cessation.

Originality/value

Based on the literature’s theoretical approach to moral crises, this paper examines the emotional and cognitive reactions of consumers to the fashion industry’s moral transgressions.

Details

Journal of Product & Brand Management, vol. 31 no. 8
Type: Research Article
ISSN: 1061-0421

Keywords

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