Abstract

Luxury brands have been increasing investment in creating compelling content that communicates brand value and stories on social media. Yet research on understanding the mechanisms of luxury content marketing in brand building is still scarce. Hence, we proposed and tested a comprehensive conceptual model explicating the mechanisms through which the perceived value of luxury content marketing on social media (i.e., YouTube) shapes brand loyalty among luxury purchasers. Our findings demonstrate that the perceived experiential value and unique value of luxury branded content are positively related to perceived brand prestige, brand exclusivity, and customer intimacy, respectively, which in turn, are significantly associated with brand loyalty. The perceived functional value of the brand’s YouTube channel is positively related to perceived brand prestige and brand exclusivity, respectively, which in turn, are significantly associated with brand loyalty.

摘要

奢侈品牌一直在增加投入，以创造引人注目的内容，以在社交媒体上传达品牌价值和故事。然而，对于了解奢侈品内容营销在品牌建立中的机制的研究仍然很少。因此，我们提出并测试了一个综合的概念模型，该模型阐明了社交媒体（即YouTube）上奢侈品内容营销的感知价值通过哪些机制影响奢侈品购买者之间的品牌忠诚度的机制。我们的研究结果表明，奢侈品牌内容的感知体验价值和独特价值分别与感知品牌声望，品牌排他性和客户亲密程度呈正相关，而反过来又与品牌忠诚度显着相关。