Purpose

This research is conducted in the context of beauty salons in India, to investigate how enhanced perceived acceptance in interpersonal relationships through consuming beauty salon services can generate narcissistic brand love among consumers via the mediation of brand happiness. It also investigates the moderating impact of consumer's anxious interpersonal attachment style and cynicism on the relationship between perceived salon brand-interpersonal acceptance goal congruence and salon brand happiness.

Design/methodology/approach

To test the hypothesized relationships, a survey was conducted among 225 regular consumers of beauty salon brands. The data were analyzed using Hayes' (2017) process macro in SPSS.

Findings

The results suggest that perceived goal congruence between beauty salon brand-interpersonal acceptance positively influences brand happiness, which in turn predicts consumer's narcissistic brand love. Consumer's anxious interpersonal attachment style positively moderates the effect of brand-interpersonal acceptance goal congruence on brand happiness, while cynicism negatively moderates the path.

Originality/value

Value of the study lies in extending interpersonal acceptance and rejection (IPAR) theory to the domain of consumer–salon brand relationship, to posit that if salon brands satisfy consumers' interpersonal acceptance goals, there is a potential for such happy consumers to love the salon brand, albeit narcissistically.

中文翻译：

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解读打造自恋沙龙品牌的因素

目的

这项研究是在印度美容院的背景下进行的，旨在调查通过消费美容院服务来增强人际关系中的感知接受度如何通过品牌幸福感的中介在消费者中产生自恋的品牌热爱。它还研究了消费者焦虑的人际依恋风格和愤世嫉俗对感知沙龙品牌-人际接受目标一致性和沙龙品牌幸福感之间关系的调节影响。

设计/方法论/途径

为了检验假设的关系，我们对 225 名美容院品牌的常客进行了一项调查。使用 SPSS 中的 Hayes (2017) 过程宏对数据进行分析。

发现

结果表明，美容院品牌与人际接受度之间的感知目标一致性对品牌幸福感产生积极影响，进而预测消费者自恋的品牌热爱。消费者的焦虑人际依恋风格正向调节品牌-人际接受目标一致性对品牌幸福感的影响，而愤世嫉俗则负向调节该路径。

原创性/价值

这项研究的价值在于将人际接受与拒绝（IPAR）理论扩展到消费者与沙龙品牌关系领域，假设如果沙龙品牌满足消费者的人际接受目标，那么快乐的消费者就有可能喜欢该沙龙品牌，尽管是自恋的。