| Abstract [eng] |
The topic of consumer materialism is relevant not only among marketers, but also researchers in the field of psychology, who have revealed the relationships between this phenomenon and various social and psychological, often negative, features of society (Burroughs, Rindfleisch, 2012; Ruvio et al., 2014; Santini et al., 2017; Villardefrancos, Otero-Lopez, 2016). Although there are clear negative materialism consequences for consumers in scientific literature, a positive attitude towards it also exists (Podoshen, Andrzejewski, 2012). One of such examples is brand loyalty, which is valuable not only to organizations, but also to consumers themselves. The emergence of consumer materialism can be prompted by various stimuli (Ahuvia, Wong, 1995; de Oliveira Santini et al., 2017; Duh, 2015; Moschis, Davis, 2011; Segev et al., 2015, etc.). The consequences of this phenomenon can be both positive (brand involvement, market mavenism) and negative (impulsive and compulsive buying). Status consumption is one of the consumer materialism consequences (de Oliveira Santini et al., 2017) and the relationship between these constructs has been extensively studied in a number of scientific works (de Oliveira Santini et al., 2017; Bevan-Dye et al., 2012; Goldsmith, Clark, 2012; Roberts, 2000). Consumer materialism, brand engagement, and market mavenism have a significant impact on brand loyalty (Dwivedi, 2015; Fernandes, Moreira, 2019; Goldsmith et al., 2012; Goldsmith, Flynn, 2016; Leckie et al., 2016; Podoshen, Andrzejewski, 2012; Rashid et al., 2019). In previous research the need to explore the relationships between consumer materialism, status consumption, brand engagement, market mavenism and brand loyalty has been noticed. The object of the research is the relationships between consumer materialism, status consumption, brand engagement, market mavenism and brand loyalty. The aim of the project is to theoretically substantiate and empirically test the relationships between consumer materialism, status consumption, brand engagement, market mavenism and brand loyalty. The relationships between the constructs of this study have been examined by carrying out scientific literature analyzes and empirical quantitative studies. It has been found that consumer materialism and its three dimensions (success, centrality, happiness) have a positive impact on status consumption. It has also been observed that status consumption has a major impact as the intermediary between consumer materialism and brand engagement and between consumer materialism and market mavenism. Market mavenism has a significant positive impact on brand loyalty. This result denies the insights of the previous researchers, which might have been affected by having a different research context. It was also observed that brand engagement has a significantly positive impact on brand loyalty. |
