IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v66y2022ics0969698922000376.html
   My bibliography  Save this article

Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels

Author

Listed:
  • Azemi, Yllka
  • Ozuem, Wilson
  • Wiid, Ria
  • Hobson, Ana

Abstract

Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remains at an exploratory stage. Drawing on the elaboration likelihood model and a social constructivist perspective, the current study conducted 37 in-depth interviews with Generation Z mobile luxury customers. We specifically examined how customers' emotionally and cognitively based perceptions emerge as they navigate multiple mobile marketing channels and message communications. Our model conceptualizes four elements of customers' perceptions of their mobile marketing journey that can drive mobile customer engagement and acquisition behavior. The integrative model opens up interesting avenues for further research on mobile marketing and luxury fashion consumers’ perceptions of the effects of multiple communications and marketing channels.

Suggested Citation

  • Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    • Handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000376
    DOI: 10.1016/j.jretconser.2022.102944
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922000376
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2022.102944?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jang, Seongsoo & Kitchen, Philip Jame & Kim, Jinwon, 2018. "The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses," Journal of Business Research, Elsevier, vol. 92(C), pages 250-259.
    2. Bandara, Ruwan & Fernando, Mario & Akter, Shahriar, 2020. "Explicating the privacy paradox: A qualitative inquiry of online shopping consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    3. Patten, Elena & Ozuem, Wilson & Howell, Kerry & Lancaster, Geoff, 2020. "Minding the competition: The drivers for multichannel service quality in fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Desmichel, Perrine & Kocher, Bruno, 2020. "Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons," Journal of Retailing, Elsevier, vol. 96(2), pages 203-219.
    5. Wu, Ing-Long & Chen, Kuei-Wan & Chiu, Mai-Lun, 2016. "Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users," International Journal of Information Management, Elsevier, vol. 36(3), pages 284-296.
    6. Qiu, Chun & Zhao, Ping, 2019. "Mobile coupon acquisition and redemption for restaurants: The effects of store clusters as a double-edged sword," Journal of Business Research, Elsevier, vol. 103(C), pages 163-172.
    7. Ketelaar, Paul E. & Bernritter, Stefan F. & van Woudenberg, Thabo J. & Rozendaal, Esther & Konig, Ruben P. & Hühn, Arief Ernst & Van Gisbergen, Marnix S. & Janssen, Loes, 2018. "“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice," Journal of Business Research, Elsevier, vol. 91(C), pages 277-285.
    8. Huang, Lijuan & Mou, Jian & See-To, Eric W.K. & Kim, Jongki, 2019. "Consumer perceived value preferences for mobile marketing in China: A mixed method approach," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 70-86.
    9. Azemi, Yllka & Ozuem, Wilson & Howell, Kerry E. & Lancaster, Geoff, 2019. "An exploration into the practice of online service failure and recovery strategies in the Balkans," Journal of Business Research, Elsevier, vol. 94(C), pages 420-431.
    10. Glavas, Charmaine & Letheren, Kate & Russell-Bennett, Rebekah & McAndrew, Ryan & Bedggood, Rowan E., 2020. "Exploring the resources associated with consumer vulnerability: Designing nuanced retail hardship programs," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Akter, Shahriar & Motamarri, Saradhi & Hani, Umme & Shams, Riad & Fernando, Mario & Mohiuddin Babu, Mujahid & Ning Shen, Kathy, 2020. "Building dynamic service analytics capabilities for the digital marketplace," Journal of Business Research, Elsevier, vol. 118(C), pages 177-188.
    12. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    13. Bakir, Aysen & Gentina, Elodie & de Araújo Gil, Luciana, 2020. "What shapes adolescents’ attitudes toward luxury brands? The role of self-worth, self-construal, gender and national culture," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    14. Guido, Gianluigi & Pichierri, Marco & Nataraajan, Rajan & Pino, Giovanni, 2016. "Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories," Journal of Business Research, Elsevier, vol. 69(12), pages 6048-6057.
    15. Rauschnabel, Philipp A. & Felix, Reto & Hinsch, Chris, 2019. "Augmented reality marketing: How mobile AR-apps can improve brands through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 43-53.
    16. Odekerken-Schröder, Gaby & Hennig-Thurau, Thorsten & Knaevelsrud, Anne Berit, 2010. "Exploring the post-termination stage of consumer–brand relationships: An empirical investigation of the premium car market," Journal of Retailing, Elsevier, vol. 86(4), pages 372-385.
    17. Siliang Tong & Xueming Luo & Bo Xu, 2020. "Personalized mobile marketing strategies," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 64-78, January.
    18. McLean, Graeme & Al-Nabhani, Khalid & Wilson, Alan, 2018. "Developing a Mobile Applications Customer Experience Model (MACE)- Implications for Retailers," Journal of Business Research, Elsevier, vol. 85(C), pages 325-336.
    19. Choi, Eunha & Ko, Eunju & Kim, Angella J., 2016. "Explaining and predicting purchase intentions following luxury-fashion brand value co-creation encounters," Journal of Business Research, Elsevier, vol. 69(12), pages 5827-5832.
    20. Seongsoo Jang & Philip Kitchen & Jinwon Kim, 2018. "The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses," Post-Print hal-02014162, HAL.
    21. Jean-Noël Kapferer & Anne Michaut-Denizeau, 2020. "Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 35-47, January.
    22. Ho, Mia Hsiao-Wen & Chung, Henry F.L., 2020. "Customer engagement, customer equity and repurchase intention in mobile apps," Journal of Business Research, Elsevier, vol. 121(C), pages 13-21.
    23. Sung, Eunyoung (Christine), 2021. "The effects of augmented reality mobile app advertising: Viral marketing via shared social experience," Journal of Business Research, Elsevier, vol. 122(C), pages 75-87.
    24. Rohm, Andrew J. & Gao, Tao (Tony) & Sultan, Fareena & Pagani, Margherita, 2012. "Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing," Business Horizons, Elsevier, vol. 55(5), pages 485-493.
    25. Aydin Gokgoz, Zeynep & Ataman, M. Berk & van Bruggen, Gerrit H., 2021. "There’s an app for that! understanding the drivers of mobile application downloads," Journal of Business Research, Elsevier, vol. 123(C), pages 423-437.
    26. Kim, Sooyun & Park, Geebum & Lee, Yeonjoo & Choi, Sunmee, 2016. "Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop," Journal of Business Research, Elsevier, vol. 69(12), pages 5809-5818.
    27. Gao, Tao (Tony) & Rohm, Andrew J. & Sultan, Fareena & Pagani, Margherita, 2013. "Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance," Journal of Business Research, Elsevier, vol. 66(12), pages 2536-2544.
    28. Michaela Merk & Géraldine Michel, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Post-Print hal-02045833, HAL.
    29. Muhammad Naeem & Wilson Ozuem, 2021. "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 510-525, September.
    30. Tao Tony Gao & Andrew J. Rohm & Fareena Sultan & Margherita Pagani, 2013. "Consumers un-tethered : A three-market empirical study of consumers' mobile marketing acceptance," Post-Print hal-02313086, HAL.
    31. Merk, Michaela & Michel, Géraldine, 2019. "The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception," Journal of Business Research, Elsevier, vol. 102(C), pages 339-352.
    32. Andrew J. Rohm & Tao Tony Gao & Fareena Sultan & Margherita Pagani, 2012. "Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing," Post-Print hal-02313089, HAL.
    33. Samuel Lucas, 2014. "Beyond the existence proof: ontological conditions, epistemological implications, and in-depth interview research," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(1), pages 387-408, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Raza, Ali & Ishaq, Muhammad Ishtiaq & Khan, Ayesha & Ahmad, Rehan & Haj Salem, Narjes, 2023. "How fashion cewebrity influences customer engagement behavior in emerging economy? Social network influence as moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    2. Malik, Faiza & Ishaq, Muhammad Ishtiaq, 2023. "Impact of minimalist practices on consumer happiness and financial well-being," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Shafqat, Tehmeena & Ishaq, Muhammad Ishtiaq & Ahmed, Anzar, 2023. "Fashion consumption using minimalism: Exploring the relationship of consumer well-being and social connectedness," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    2. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    3. Ying, Shiyi & Huang, Youlin & Qian, Lixian & Song, Jinzhu, 2023. "Privacy paradox for location tracking in mobile social networking apps: The perspectives of behavioral reasoning and regulatory focus," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    4. Shang-Yu Chen & Chung-Cheng Lu, 2016. "A Model of Green Acceptance and Intentions to Use Bike-Sharing: YouBike Users in Taiwan," Networks and Spatial Economics, Springer, vol. 16(4), pages 1103-1124, December.
    5. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    6. Bitrián, Paula & Buil, Isabel & Catalán, Sara, 2021. "Enhancing user engagement: The role of gamification in mobile apps," Journal of Business Research, Elsevier, vol. 132(C), pages 170-185.
    7. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    8. Qin, Hong & Osatuyi, Babajide & Xu, Lu, 2021. "How mobile augmented reality applications affect continuous use and purchase intentions: A cognition-affect-conation perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    9. Pangarkar, Aniruddha & Arora, Vibha & Shukla, Yupal, 2022. "Exploring phygital omnichannel luxury retailing for immersive customer experience: The role of rapport and social engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Salvador Angosto & Jerónimo García-Fernández & Irena Valantine & Moisés Grimaldi-Puyana, 2020. "The Intention to Use Fitness and Physical Activity Apps: A Systematic Review," Sustainability, MDPI, vol. 12(16), pages 1-25, August.
    11. Jean-Éric Pelet & Basma Taieb, 2022. "Context-aware optimization of mobile commerce website interfaces from the consumers’ perspective: Effects on behavioral intentions [Optimisation contextuelle des interfaces de sites Web de commerce," Post-Print hal-04138288, HAL.
    12. Lingling Gao & Kerem Aksel Waechter, 0. "Examining the role of initial trust in user adoption of mobile payment services: an empirical investigation," Information Systems Frontiers, Springer, vol. 0, pages 1-24.
    13. Attahiru Gana, Matthew, 2018. "Personalization Of Tourism Services Through Locationbased Social Network In Nigeria," Ilorin Journal of Business and Social Sciences, Faculty of Social Sciences, University of Ilorin, vol. 20(1), pages 104-117, March.
    14. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    15. Oyedele, Adesegun & Simpson, Penny M., 2018. "Streaming apps: What consumers value," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 296-304.
    16. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
    17. Bartikowski, Boris & Laroche, Michel & Jamal, Ahmad & Yang, Zhiyong, 2018. "The type-of-internet-access digital divide and the well-being of ethnic minority and majority consumers: A multi-country investigation," Journal of Business Research, Elsevier, vol. 82(C), pages 373-380.
    18. Reinhardt, Ronny & Gurtner, Sebastian, 2018. "The overlooked role of embeddedness in disruptive innovation theory," Technological Forecasting and Social Change, Elsevier, vol. 132(C), pages 268-283.
    19. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    20. Mpinganjira, Mercy & Maduku, Daniel K., 2019. "Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands," Journal of Business Research, Elsevier, vol. 95(C), pages 464-478.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:66:y:2022:i:c:s0969698922000376. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.