Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market
Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates that functional, emotional, social, and episte...
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| Format: | Article |
| Language: | English |
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EconJournals
2019-11-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/8713 |
| _version_ | 1797911626504994816 |
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| author | Hiroyasu Furukawa Koki Matsumura Susumu Harada |
| author_facet | Hiroyasu Furukawa Koki Matsumura Susumu Harada |
| author_sort | Hiroyasu Furukawa |
| collection | DOAJ |
| description |
Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates that functional, emotional, social, and epistemic values enhance brand relationships. However, the most effective element of consumption values on consumer satisfaction or brand commitment is different. Specifically regarding running shoes, this article empirically compares functional, emotional, social, and epistemic values with consumer satisfaction and brand commitment. Using a mediated–moderation regression model, this article collected 844 Japanese samples from a marathon in Kobe, Japan, and tested how multiple consumption values affected consumer satisfaction and brand commitment, moderated by age. The results show that consumption values except epistemic value have positive effects on consumer satisfaction and brand commitment. In particular, this article uncovers the moderating effect of age in social values and consumer satisfaction. Specifically, social values affect consumer satisfaction when consumers are under 39 years old. This paper also found that functional value and social value have the strongest effect on consumer satisfaction and brand commitment, respectively, compared with other values. Contravening consumption value theory, our data suggests that epistemic value impedes brand commitment.
Keywords: Consumption Values Theory, Consumer Satisfaction, Brand Commitment, Running Shoes
JEL Classifications: M10, M21, M31
DOI: https://doi.org/10.32479/irmm.8713
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| first_indexed | 2024-04-10T11:43:35Z |
| format | Article |
| id | doaj.art-00294dd7b69047fa878414e44dad6339 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T11:43:35Z |
| publishDate | 2019-11-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-00294dd7b69047fa878414e44dad63392023-02-15T16:17:26ZengEconJournalsInternational Review of Management and Marketing2146-44052019-11-0196Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes MarketHiroyasu Furukawa0Koki Matsumura1Susumu Harada2College of Economics, Nihon University, 1-3-2 Kanda-Misakicho, Chiyoda, Tokyo, JapanSchool of Economics and Management, University of Hyogo, 8-2-1 Gakuennishi-machi, Nishi-Ku, Hyogo, Kobe, JapanSchool of Business Administration, Meiji University, 1-1 Kanda-Surugadai, Chiyoda, Tokyo, Japan Firms can acquire sustainable competitive advantages by managing brand relationships and consumption values. However, previous studies do not compare consumption value with consumer satisfaction and brand commitment. Consumption value theory postulates that functional, emotional, social, and epistemic values enhance brand relationships. However, the most effective element of consumption values on consumer satisfaction or brand commitment is different. Specifically regarding running shoes, this article empirically compares functional, emotional, social, and epistemic values with consumer satisfaction and brand commitment. Using a mediated–moderation regression model, this article collected 844 Japanese samples from a marathon in Kobe, Japan, and tested how multiple consumption values affected consumer satisfaction and brand commitment, moderated by age. The results show that consumption values except epistemic value have positive effects on consumer satisfaction and brand commitment. In particular, this article uncovers the moderating effect of age in social values and consumer satisfaction. Specifically, social values affect consumer satisfaction when consumers are under 39 years old. This paper also found that functional value and social value have the strongest effect on consumer satisfaction and brand commitment, respectively, compared with other values. Contravening consumption value theory, our data suggests that epistemic value impedes brand commitment. Keywords: Consumption Values Theory, Consumer Satisfaction, Brand Commitment, Running Shoes JEL Classifications: M10, M21, M31 DOI: https://doi.org/10.32479/irmm.8713 http://mail.econjournals.com/index.php/irmm/article/view/8713 |
| spellingShingle | Hiroyasu Furukawa Koki Matsumura Susumu Harada Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market International Review of Management and Marketing |
| title | Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market |
| title_full | Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market |
| title_fullStr | Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market |
| title_full_unstemmed | Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market |
| title_short | Effect of Consumption Values on Consumer Satisfaction and Brand Commitment: Investigating Functional, Emotional, Social, and Epistemic Values in the Running Shoes Market |
| title_sort | effect of consumption values on consumer satisfaction and brand commitment investigating functional emotional social and epistemic values in the running shoes market |
| url | http://mail.econjournals.com/index.php/irmm/article/view/8713 |
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