BRANDED LUXURY JEWELLERY NEW EXPRESSION: AN INTERACTION OF FEMVERTISING, BRAND IMAGE AND BRAND LOVE

Richa Misra (), Ekta Aggarwal (), Renuka Mahajan () and Anurupa B Singh ()
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Richa Misra: Jaipuria Institute of Management, Noida, India
Ekta Aggarwal: Amity College of Commerce and Finance, Amity University, Noida, Uttar Pradesh, India
Renuka Mahajan: Jaipuria Institute of Management, Noida, India
Anurupa B Singh: Amity Business School, Amity University, Noida, Uttar Pradesh, India

Management Research and Practice, 2024, vol. 16, issue 2, 66-79

Abstract: Modern women, driven by evolving values are shifting their luxury consumption mindset towards brands that align with their identity, demanding a shift towards deeper connections and empowered narratives. The study investigates the impact of femvertising on brand loyalty and the role of brand image and brand love as parallel mediators between the relationship of femvertising and brand loyalty towards luxury jewellery brands. Data was gathered from 435 female luxury jewellery brand female consumers in the Delhi/NCR region of India. The study utilized both offline and online modes for data collection. PLS-SEM was employed in the study to investigate the proposed relationships. The findings indicate a positive association between femvertising and brand loyalty. It also established a parallel mediation effect of brand image and brand love between femvertising and brand loyalty. Additionally, it provides deeper insights into the impact of female oriented advertisement on brand loyalty. The study highlights the importance of brand image and love in influencing brand loyalty, suggesting that luxury brands jewellery should align their advertisement messages with the factors that connect with consumers’ social values and identity.

Keywords: Femvertising; S-O-R model Brand image; Brand love; Parallel mediation; Brand loyalty; luxury jewellery brands. (search for similar items in EconPapers)
Date: 2024
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