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Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?

Author

Listed:
  • Magrizos Solon
  • Lamprinakos Grigorios
  • Fang Yanling

    (University of Birmingham, Birmingham, UK)

  • Drossos Dimitrios

    (Marketing & Communication, Athens University of Economics and Business, 76, Patission Str, 10434Athens, Attica, Greece)

Abstract

In this study, we investigate the factors affecting consumers’ purchase intention toward influencers’ personal owned brands. By using the theoretical lens of the Theory of Planned Behaviour (TPB) we explore consumers’ purchase intentions towards influencers own brands and discuss the importance of previously held attitudes, subjective norms and perceived behavioural control. We further develop TPB by adding two further constructs, that of price and self-identity. The reported moderator role of self-identity in the relationship between price and purchase intention under the context of influencers’ personal owned brands suggests that the ‘fan’ status of followers makes them more tolerant to price increases. We discuss theoretical implications and offer suggestions for marketers and consumers alike.

Suggested Citation

  • Magrizos Solon & Lamprinakos Grigorios & Fang Yanling & Drossos Dimitrios, 2021. "Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?," Review of Marketing Science, De Gruyter, vol. 19(1), pages 53-74, September.
    • Handle: RePEc:bpj:revmkt:v:19:y:2021:i:1:p:53-74:n:8
    DOI: 10.1515/roms-2021-0003
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