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Perceived status enhancement, brand involvement and brand loyalty

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  • Piong, Chee

Abstract

A sample of 170 Starbucks brewed coffee customers from four Starbucks coffeehouses in South Florida were administered a survey to determine their perceptions of Starbucks brewed coffee as status-enhancing as well as their attitudinal and behavioural brand loyalty and their brand involvement. Reliability and factor analyses confirmed the internal reliability and unitary structure of the multi-item constructs. Linear regressions revealed that customers’ perceptions of the branded product as status-enhancing were positively associated with their brand involvement (R = 0.174, p = 0.023) and their attitudinal brand loyalty (R = 0.214, p = 0.005), but not with their behavioural brand loyalty (R = 0.091, p = 0.240). These results add to the theory of status consumption and may aid companies in deciding whether to use status enhancement as a marketing strategy for their brands and products.

Suggested Citation

  • Piong, Chee, 2015. "Perceived status enhancement, brand involvement and brand loyalty," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(4), pages 387-398, January.
    • Handle: RePEc:aza:jbs000:y:2015:v:3:i:4:p:387-398
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    More about this item

    Keywords

    conspicuous consumption; status consumption; behavioural brand loyalty; brand involvement; brand loyalty scales; Starbucks; motivations for consumption; business research;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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