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From pandemic to Prada: examining online luxury-brand self-narratives

From pandemic to Prada: examining online luxury-brand self-narratives Amidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers' narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risk-taking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic.Design/methodology/approachThis study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling.FindingsIn contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic.Research limitations/implicationsThis study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media.Originality/valueThis study makes an original endeavor to extend NVM beyond rational decision-making context by integrating the theoretical tenets of TMT within NVM while also delineating the decision-making mechanism of OLBSNs during the pandemic. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

From pandemic to Prada: examining online luxury-brand self-narratives

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References (45)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-05-2021-0153
Publisher site
See Article on Publisher Site

Abstract

Amidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers' narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risk-taking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic.Design/methodology/approachThis study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling.FindingsIn contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic.Research limitations/implicationsThis study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media.Originality/valueThis study makes an original endeavor to extend NVM beyond rational decision-making context by integrating the theoretical tenets of TMT within NVM while also delineating the decision-making mechanism of OLBSNs during the pandemic.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Apr 27, 2022

Keywords: Online self-narrative; Online luxury-brand self-narrative (OLBSN); COVID-19; Pandemic; Net valence model (NVM); Terror management theory (TMT)

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