Antecedentes y consecuencias de la confianza como un constructo multidimensional. Análisis transnacional en el sector minorista del lujo
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Publicado
31-05-2023
Enrique Marinao-Artigas
Leslier Valenzuela-Fernández
Coro Chasco
Denise Laroze-Prehn
https://orcid.org/0000-0002-1588-5011
Leslier Valenzuela-Fernández
Coro Chasco
Denise Laroze-Prehn
Resumen
El objetivo de este estudio es comprender el papel de la confianza multidimensional de una marca de lujo como antecedente de la satisfacción del consumidor y consecuencia de la reputación y de la familiaridad, teniendo en cuenta —a su vez— que la reputación y la familiaridad pueden ser consecuencia de las experiencias cognitivas y afectivas del consumidor. Se llevó a cabo un análisis comparativo de países en el sector minorista de lujo. Las relaciones de asociación entre variables se prueban mediante un modelo de ecuaciones estructurales. Para ello, se ha realizado un análisis transnacional en el sector del retail de lujo. En este estudio fue utilizada una muestra no probabilística. Se entrevistó a 1058 personas, 608 consumidores en Santiago (Chile) y 450 en Madrid (España).
Se confirma el papel clave que juega la confianza multidimensional de una marca de lujo como antecedente de la satisfacción y consecuencia de la reputación y la familiaridad. Al observar la reputación y la familiaridad de una marca de lujo como resultado de las experiencias cognitivas y afectivas del consumidor, se descubren diferencias entre Chile y España. Los gerentes no solo pueden utilizar las características propias de la marca para diferenciarse de la competencia, sino que también pueden hacerlo a través de la confianza multidimensional de la marca de lujo.
Cómo citar
Marinao-Artigas, E., Valenzuela-Fernández, L., Chasco, C., & Laroze-Prehn, D. (2023). Antecedentes y consecuencias de la confianza como un constructo multidimensional. Análisis transnacional en el sector minorista del lujo. Cuadernos De Gestión, 23(2), 51–68. https://doi.org/10.5295/cdg.211490em
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Keywords
Marca de Lujo, Confianza, Satisfacción, Reputación, Familiaridad, Análisis Intercultural
References
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Chaudhuri, A., Holbrook, & M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. https://doi.org/10.1509/ jmkg.65.2.81.18255
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Chiu, H. C., Hsieh, Y. C., Li, Y. C., & Lee, M. (2005). Relationship market- ing and consumer switching behavior. Journal of Business Research,
58(12), 1681-1689. https://doi.org/10.1016/j.jbusres.2004.11.005
Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications,
9(2), 148-159. https://doi.org/10.1016/j.elerap.2009.04.003
Choi, Y., & Lin, Y. H. (2009). Consumer responses to Mattel product re- calls posted on online bulletin boards: Exploring two types of emo- tion. Journal of Public Relations Research, 21(2, 1), 98-207. https:// doi.org/10.1080/10627260802557506
Ahn, J., & Back, K. J. (2020). The structural effects of affective and cog- nitive elaboration in formation of customer–brand relationship. The Service Industries Journal, 40(3-4), 226-242. https://doi.org/10.1080
/02642069.2018.1460358
Anderson, F.C., & Gerbing, D.W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psycho- logical Bulletin, 103(3), 411- 423. https://psycnet.apa.org/buy/1989-
14190-001
Bachmann, F., Walsh, G., & Hammes, E. (2019). Consumer percep- tions of luxury brands: An owner-based perspective. European Management Journal, 37(3), 287-298. https://doi.org/10.1016/j. emj.2018.06.010
Bagozzi, R. P. (1981). Attitudes, intentions, and behavior: A test of some key hypotheses. Journal of personality and social psychology, 41(4),
607-627. https://doi.org/10.1037/0022-3514.41.4.607
Bagozzi, R. P., & Phillips, L. W. (1982). Representing and testing organi- zational theories: A holistic construal. Administrative science Quar- terly, 459-489. https://doi.org/10.2307/2392322
Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of Marketing Science, 6(1), 74-94. https://doi. org/10.1007/BF02723327
Batat, W. (2019). The New Experiential Luxury Marketing Model. In the New Luxury Experience, 33-53. Springer, Cham. https://link.spring- er.com/chapter/10.1007/978-3-030-01671-5_2
Bazi, S., Filieri, R., & Gorton, M. (2020). Customers’ motivation to en- gage with luxury brands on social media. Journal of Business Re- search, 112, 223-235. https://doi.org/10.1016/j.jbusres.2020.02.032
Benedicktus, R. L., Brady, M. K., Darke, P. R., & Voorhees, C. M. (2010).
Conveying trustworthiness to online consumers: Reactions to consensus, physical store presence, brand familiarity, and gener- alized suspicion. Journal of Retailing, 86(4), 322-335. https://doi. org/10.1016/j.jretai.2010.04.002
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A
cross cultural comparison. Journal of Business Research, 65, 1443–
1451. https://doi.org/10.1016/j.jbusres.2011.10.010
Bitektine, A. (2011). Toward a theory of social judgments of organizations: The case of legitimacy, reputation, and status. Academy of Manage- ment Review, 36(1), 151-179. https://doi.org/10.5465/amr.2009.0382
Brodie, R.J.; Ilic, A.; Juric, B. & Hollebeek, L. (2013). Consumer engage- ment in a virtual brand community: An exploratory analysis. Jour- nal of Business Research, 66 (1), 105-114. https://doi.org/10.1016/j. jbusres.2011.07.029
Byrne, B. M. (2004). Testing for multigroup invariance using AMOS graphics: A road less travelled. Structural Equation Modeling: A Multidisciplinary Journal, 11(2), 272-300. https://doi.org/10.1207/ s15328007sem1102_8
Casalo, L. V., Flavián, C., & Guinaliu, M. (2007). The role of securi- ty, privacy, usability, and reputation in the development of online banking. Online Information Review, 31(5), 583-603. https://doi. org/10.1108/14684520710832315
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product char- acteristics of limited-edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, 398-406. https://doi.org/10.1016/j. jbusres.2019.11.040
Chan, W. Y., To, C. K., & Chu, W. C. (2015). Materialistic consumers who seek unique products: How does their need for status and their affective response facilitate the repurchase intention of luxury goods? Journal of Retailing and Consumer Services, 27, 1-10. https:// doi.org/10.1016/j.jretconser.2015.07.001
Chaudhuri, A., Holbrook, & M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93. https://doi.org/10.1509/ jmkg.65.2.81.18255
Cheung, G. W., & Rensvold, R. B. (2002). Evaluating goodness-of-fit in- dexes for testing measurement invariance. Structural equation mod- eling, 9, 2, 233-255. https://doi.org/10.1207/S15328007SEM0902_5
Chiou, J. S., & Droge, C. (2006). Service quality, trust, specific asset invest- ment, and expertise: Direct and indirect effects in a satisfaction-loyal- ty framework. Journal of the academy of marketing science, 34(4), 613-
627. https://link.springer.com/article/10.1177/0092070306286934
Chiu, H. C., Hsieh, Y. C., Li, Y. C., & Lee, M. (2005). Relationship market- ing and consumer switching behavior. Journal of Business Research,
58(12), 1681-1689. https://doi.org/10.1016/j.jbusres.2004.11.005
Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications,
9(2), 148-159. https://doi.org/10.1016/j.elerap.2009.04.003
Choi, Y., & Lin, Y. H. (2009). Consumer responses to Mattel product re- calls posted on online bulletin boards: Exploring two types of emo- tion. Journal of Public Relations Research, 21(2, 1), 98-207. https:// doi.org/10.1080/10627260802557506
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