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Face as a mediator of the relationship between material value and brand consciousness
Author(s) -
Liao Jiangqun,
Wang Lei
Publication year - 2009
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20309
Subject(s) - moderation , psychology , materialism , consciousness , face (sociological concept) , social psychology , meaning (existential) , value (mathematics) , mediator , advertising , epistemology , sociology , business , social science , psychotherapist , philosophy , neuroscience , machine learning , computer science , medicine
Although the relationship between materialism and name‐brand consumption has been documented in literature, its relational mechanism is not well addressed. It can hardly explain why people buy brand products without really knowing about the brands. In this case, people may consume brand products not for material possessions but for social needs, such as a desire to have favorable social self‐worth and to be respected in relation to others and social activities, which is defined as face (Ting‐Toomey & Kurogi, 1998). The present study explored how the relationship between materialism and brand consciousness is influenced by face. The role of face was tested both as a moderator and as a mediator. The results showed that face consciousness, material values, and brand consciousness were significantly correlated but did not exhibit significant interaction. Multiple regression analyses support face not as a moderator, but as a partial mediator. The results provide new insights into the mechanisms of how materialism and face influence brand consciousness differently. The theoretical meaning and implications for marketing management are discussed. © 2009 Wiley Periodicals, Inc.