Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands

Journal of Social Psychology.

Jooyoung Kim, Hyejin Bang (Grady PhD Alum), and William Keith Campbell (Forthcoming). Brand Awe: A Key Concept for Understanding Consumer Response to Luxury and Premium Brands. Journal of Social Psychology.

Abstract: In this study, we propose a new concept, brand awe, and explores its nature, underlying dimensions, and roles in relation to consumer responses. Brand awe is a specific mixture of emotions that consumers feel when they encounter a luxury or premium brand that they perceive to be vast and, thus, requires a schematic accommodation. Exploratory Factor Analysis (N = 205) and Confirmatory Factor Analysis (N = 256) of the survey data based on fourteen brands yielded three dimensions of brand awe: Euphoria, Enthrallment, and Vastness. Results support the reliability and validity of the brand awe construct and the important mediating roles of brand awe between its triggers (i.e., prestige, luxuriousness, excellence, and innovation) and consumer responses.

Jooyoung Kim 

Related Research

The influence of socialization agents on consumer responses to over-the-counter medicine advertising (OTCA)

Abstract: This study examined the mechanisms through which attitudes toward OTCA in general and OTCA prompted behaviors are formed based on a consumer socialization framework. An online survey was conducted using […]

Karen Whitehill KingEmeritus and Retired Faculty
read more
). Interdependent self-construal and number of Twitter followers: Consumer responses to alcohol industry Corporate Social Responsibility (CSR) campaign on Twitter

Abstract: Twitter has become an important means of communicating alcohol industry CSR campaigns. However, little is known about individual differences in consumer responses to CSR campaigns in the context of […]

Hye Jin Yoon
read more