کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017348 940298 2015 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Social benefits of brand logos in presentation of self in cross and same gender influence contexts
ترجمه فارسی عنوان
مزایای استفاده از آرم های برند در ارائه خود در زمینه های متقابل و همان جنسیت تاثیر می گذارد
کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

This research predicts that luxury versus non-luxury self-display enhances status and produces advantages in human social interactions. Across three experiments, findings support the following conclusions. First, luxury versus non-luxury brand logos associate positively with displayer wealth and status. Second, people wearing clothes with luxury brand logos receive preferential treatment over those not wearing luxury brand logos. Third, a person wearing a luxury brand logo while soliciting charitable donations receives larger contributions than a person not wearing a luxury brand logo. Fourth, cross-gender contexts are more effective than same-gender contexts for requester and target in influencing consumer donation behavior. Conclusion: luxury self-display may increase deference and compliance in presentations-of-self because conspicuous displays of luxury qualify as a costly signaling trait that elicits status-dependent favorable treatment in human social interactions.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 68, Issue 6, June 2015, Pages 1341–1349
نویسندگان
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