 “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brandsMinjung Park, Hyunjoo Im and Hye-Young Kim Journal of Business Research, 2020, vol. 117, issue C, 529-542 Abstract: In light of the growing concern about brand dilution of luxury brands on social media, the purpose of this research was to examine the impact of brand-consumer engagement on value perceptions of luxury fashion brands within the context of social media marketing. The result of Study 1 demonstrated that luxury brands were inherently psychologically distant than mainstream brands. The results of Study 2 and Study 3 showed that a luxury brand with a high level (vs. low level) of brand-consumer engagement resulted lower value perceptions (i.e., social, uniqueness, and quality value perceptions) of the brand, and such relationships were mediated by decreased psychological distance. This research provides important implications for luxury brand managers and scholars that luxury fashion brands should maintain psychological distance on social media to protect the core value perceptions of the brands. Keywords: Luxury brands; Social media marketing; Psychological distance; Consumer engagement; Value perceptions; Brand dilution (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:117:y:2020:i:c:p:529-542 DOI: 10.1016/j.jbusres.2018.07.026 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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