Filling some gaps in market mavenism research
| Autor: | Ronald E. Goldsmith, Leisa Reinecke Flynn |
|---|---|
| Rok vydání: | 2016 |
| Předmět: |
Agreeableness
Extraversion and introversion Social Psychology media_common.quotation_subject 05 social sciences Conscientiousness Advertising Brand loyalty Body of knowledge Frugality 0502 economics and business Openness to experience Personality 050211 marketing Marketing Psychology 050203 business & management Applied Psychology media_common |
| Zdroj: | Journal of Consumer Behaviour. 16:121-129 |
| ISSN: | 1472-0817 |
| Popis: | Since Feick and Price introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Surprisingly, only a few studies examine the relationship between market mavenism and its personality antecedents represented by the Big Five theory. In addition, 2 consequences of mavenism, brand loyalty and frugality, have not been studied. The present study contributes to understanding mavenism by filling some gaps in this body of knowledge by using data from a sample of 351 adult US consumers. The findings reveal moderate positive associations of mavenism with openness to experience, extraversion, and agreeableness and weak positive associations with conscientiousness and emotional stability. They also show that market mavenism is positively related to frugality and negatively related to brand loyalty. The findings also confirm that mavens shop more and buy more than other consumers do. These findings continue to expand our understanding of market mavenism and provide insights that marketing managers might use as they factor mavenism into their strategies. Copyright © 2016 John Wiley & Sons, Ltd. |
| Databáze: | OpenAIRE |
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