ABSTRACT

In this study, we propose a new concept, brand awe, and explore 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.

摘要

在这项研究中，我们提出了一个新概念，即品牌敬畏，并探讨其性质、潜在维度以及与消费者反应相关的角色。品牌敬畏是消费者在遇到他们认为庞大的奢侈品或高端品牌时所感受到的特定情绪混合物，因此需要一个示意性的适应。基于十四个品牌的调查数据的探索性因素分析（N = 205）和验证性因素分析（N = 256）得出了品牌敬畏的三个维度：欣快感、魅力和广度. 结果支持品牌敬畏结构的可靠性和有效性，以及品牌敬畏在其触发因素（即声望、奢华、卓越和创新）和消费者反应之间的重要中介作用。