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The Influences of Charity and Negative Perception of Production on Purchase Intent toward Luxury brand: Focusing on the Mediating Effect of Guilt Reduction
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 6,  2016, pp.85-91
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.6.85
 Title & Authors
The Influences of Charity and Negative Perception of Production on Purchase Intent toward Luxury brand: Focusing on the Mediating Effect of Guilt Reduction
Min, Dongwon;
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 Abstract
Recently, luxury research has been interested the basis of the effect of charity on luxury brand. Some of their results showed that guilt reduction plays an important role in this mechanism. Current research focuses on the moderating effect of negative perception of production on the effect of charity and the moderated mediation of guilt reduction. An experiment using a well-known luxury brand is conducted. Results show that charity influences purchase intent toward luxury branded product positively and negative perception of production`s main effect is negative. Charity x Production perception is significant. More importantly, moderated mediation of guilt reduction was significant, showing the mediated effect is greater when participants perceive the production negatively. Findings of this research provide theoretical and practical implications for the marketing of luxury brands, suggesting the new perspectives of ethic perception effect of production.
 Keywords
Luxury;Charity;Production perception;Guilt reduction;Purchase intent;
 Language
Korean
 Cited by
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