Purpose

This study aims to understand consumers' attitudes towards luxury products based on the stereotype content model, brand anthropomorphism and the psychological ownership theory.

Design/methodology/approach

The authors collected data from Indian consumers using the online questionnaire survey method. Data analysis was conducted using SPSS AMOS version 24 and PROCESS SPSS macro, using both mediation and moderated mediation models.

Findings

The findings suggest that increasing brand anthropomorphism and stereotypes enhance consumers' attitudes through a significant mediating role of brand credibility. The results also show that consumers' psychological ownership positively moderates the mediating path via brand credibility from low to high levels.

Originality/value

In doing so, this study contributes to the literature on luxury retail by examining how brand stereotypes and brand anthropomorphism impact consumers' attitudes towards luxury brands through the mediating role of brand credibility and the moderating role of psychological ownership. In the process, the study provides an understanding of Indian consumers' attitudes in the context of the Indian luxury retail sector.

中文翻译：

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揭示拟人化和刻板印象对消费者对奢侈品牌态度的影响

目的

本研究旨在基于刻板印象内容模型、品牌拟人化和心理所有权理论来了解消费者对奢侈品的态度。

设计/方法论/途径

作者采用在线问卷调查的方法收集了印度消费者的数据。使用 SPSS AMOS 版本 24 和 PROCESS SPSS 宏进行数据分析，使用中介模型和调节中介模型。

发现

研究结果表明，品牌拟人化和刻板印象的增加通过品牌可信度的显着中介作用增强了消费者的态度。结果还表明，消费者的心理所有权通过品牌可信度从低水平到高水平正向调节中介路径。

原创性/价值

为此，本研究通过研究品牌刻板印象和品牌拟人化如何通过品牌可信度的中介作用和心理所有权的调节作用影响消费者对奢侈品牌的态度，为奢侈品零售文献做出了贡献。在此过程中，该研究提供了对印度奢侈品零售行业背景下的印度消费者态度的了解。