This study provides valuable recommendations for brand managers and media planners for controlling brand related content in social networks, and for future researchers when exploring the effects of social interactions on brand equity elements.
Brand managers and researchers have limited understanding of overexposure and its impact on consumer’s perception of the brand. Particularly the segment of streetwear in fashion has not been assessed by research much, despite its commercial success and impact on the fashion market. This insightful book explores how excessive visibility and saturation in the market can adversely impact brand perception, customer loyalty, and overall brand equity. Drawing on comprehensive research and case studies, the author dissects the nuanced interplay between visibility, exclusivity, and authenticity in the realm of luxury streetwear.
Readers can expect to gain a deep understanding of the challenges faced by these brands in maintaining a delicate balance between accessibility and exclusivity, shedding light on the potential pitfalls of overexposure that can erode the unique allure of luxury streetwear labels.
Table of Contents
1. INTRODUCTION
1.1 Rationale
1.2 Aim and Objectives
2. LITERATURE REVIEW
2.1 Social Media
2.1.1 User Generated Content
2.1.1.1 C2C Communications in Online Brand Communities
2.1.2 Firm Created Content
2.1.3 Exposure and Mere-Exposure Effect
2.1.3.1 Overexposure in Online and Offline Environments
2.2 Streetwear
2.2.1 Definition, Origin and Development
2.2.2 Streetwear Brands on Social Media
2.2.3 Development of Luxury Streetwear
2.2.4 The Dream Formula and the Rarity Principle
2.3 Millennial Generation
2.3.1 Definition and Characteristics
2.3.2 Millennials and Use of Social Media
2.4 Brand
2.4.1 Brand Equity Models
2.4.2 CBBE Dimensions
2.4.2.1 Social Media Communication's Impact on CBBE
2.5 Conceptual Framework and Development of Hypotheses
3. METHODOLOGY
3.1. Research Philosophy
3.1.1 Positivism
3.1.2 Realism
3.1.3 Interpretivism
3.1.4 Pragmatism
3.2 Research Approach
3.2.1 Secondary Research
3.2.2 Primary Research
3.3 Research Strategy
3.4 Research Design
3.5 Research Method
3.5.1 Data Collection
3.5.2 Item Development
3.5.3 Sampling
3.5.3.1 Sampling Method
3.6 Data Analysis Method
3.7 Reliability and Validity
3.8 Ethical Considerations
4 DATA ANALYSIS
4.1 Analysis of Findings
4.1.1 Descriptive Statistics
4.1.2 Reliability Analysis
4.1.3 Correlation Analysis
4.1.4 Regression-Moderation Analysis
4.1.4.1 Moderated Overexposure on Brand Associations
4.1.4.2 Moderated Overexposure on Brand Perceived Quality
4.1.4.3 Moderated Overexposure on Brand Loyalty
4.1.5 Summary of Tested Hypotheses
4.2 Summary of Analysis
4.2.1 Main Findings
4.3 Limitations
5. CONCLUSION
5.1 Main Issues
5.2 Managerial Implications
5.3 Recommendations for Future Research
Research Objectives and Themes
This dissertation examines the damaging effects of social media overexposure on the consumer-based brand equity of luxury streetwear brands, specifically analyzing how firm-created and user-generated content influence these relationships among millennial consumers.
- The impact of brand overexposure on consumer brand perception.
- Distinction between firm-created content (FCC) and user-generated content (UGC).
- Quantifying the moderating roles of social media content on brand equity.
- Millennial consumer behavior regarding luxury and streetwear brands in online environments.
Excerpt from the Book
2.1.3.1 Overexposure in Online and Offline Environments
Media overexposure has not been researched enough to give a clear definition. Therefore, different findings of scientific papers are combined in order to give a comprehensive overview of this topic.
The first use of the word overexposure in a marketing-related context goes back to 1990. A study, carried out by Fombrun and Shanley showed that higher levels of media exposure are associated with lower reputations for companies, even when the exposure itself is mostly positive (Fombrun & Shanley, 1990). Lim et al. published a paper in 2012, which touches on the topic of overexposure on social networking sites, focusing solely on overexposure of personal information. Overexposure in the sense of their research occurs when there is too much exposure in SNS (e.g. real-time status posts, constant location tagging and other routines) (Lim et al. 2012).
In a more neutral context, Feng et al. (2015) investigate on the topic of content and information overload. The findings indicate that in a situation of information overload, users divide between what they will share and what they will ignore.
Other research articles discuss overexposure to kinds of media as a reason for annoyance. Hutter et al. (2013) analysed how social media marketing activities impact the perception of brands. The authors found that social media marketing is considered to be less intrusive, and therefore less annoying than traditional marketing techniques. However, brands have to be careful when entertaining consumers with marketing messages. Otherwise, enjoyment turns into annoyance. The paper argues that social media pages can easily annoy fans by posting too often.
Summary of Chapters
1. INTRODUCTION: This chapter establishes the research background, noting the rise of streetwear, the impact of millennials, and the need to investigate if overexposure on social media negatively affects brand equity.
2. LITERATURE REVIEW: The section covers social media dynamics, the evolution of streetwear into a luxury segment, millennial characteristics, and established brand equity models, identifying gaps regarding content overload.
3. METHODOLOGY: Details the positivist research philosophy, the deductive approach, and the use of an online survey involving 256 millennial streetwear enthusiasts to collect quantitative data.
4 DATA ANALYSIS: Reports on descriptive statistics, correlation analysis, and regression-moderation tests that evaluate the direct and moderating impacts of firm-created and user-generated content on brand equity dimensions.
5. CONCLUSION: Final findings highlight that while no moderating effect of content type was proven, a strong direct negative correlation exists between overexposure and brand perceived quality and loyalty.
Keywords
Streetwear, Luxury Brands, Social Media, Brand Equity, Overexposure, Millennial Generation, User-Generated Content, Firm-Created Content, Brand Perceived Quality, Brand Loyalty, Brand Associations, Social Media Marketing, Information Overload, Consumer Behavior, Brand Exclusivity
Frequently Asked Questions
What is the core focus of this dissertation?
The research examines whether high levels of social media exposure (overexposure) negatively impact the perceived brand equity of luxury streetwear brands among millennials.
Which key topics are addressed in the study?
The study covers the definitions and impacts of streetwear and luxury marketing, the influence of millennial social media habits, and the measurement of brand equity dimensions.
What is the primary target group for this research?
The research targets millennial streetwear enthusiasts aged 18 to 30, primarily based in the UK, USA, and Germany.
What research methodology was employed?
A quantitative methodology was used, utilizing a standardized online survey and IBM's SPSS for correlation, regression, and moderation analysis.
What does the main body of the work cover?
It provides a comprehensive literature review, develops a conceptual framework based on既存 (existing) brand theory, and analyzes survey data to test the research hypotheses.
What characterizes this study's key terminology?
The critical framework centers on overexposure, firmness-created content (FCC), user-generated content (UGC), and established brand equity dimensions like perceived quality and loyalty.
What were the specific findings regarding brand associations?
The study found that statistical significance could not be proven for the moderating effect of social media content on brand associations, likely because of the strong pre-existing brand links.
How does overexposure specifically affect loyalty?
The analysis revealed a negative correlation, suggesting that as a brand becomes overexposed, consumers' perceived quality and overall brand loyalty tend to decrease.
- Citation du texte
- Marten Anton Wolters (Auteur), 2018, The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands, Munich, GRIN Verlag, https://www.grin.com/document/1441069
