Human Behavior and Emerging Technologies

Research Article

Decoding the Luxury Brand Attachment: The Power of Social Media in Driving Consumer Action in Kuwait

Table 3

Factor loading and SMC.


Constructs	Items	Statements	Factor loading	SMC

LBA	LBA1	My favorite luxury brands (LBs) show prestige and status	0.687	0.472
	LBA2	My favorite LBs emphasize unique design and style	0.549	0.301
	LBA4	My favorite LBs talk more about my personality and power	0.820	0.672
	LBA5	My favorite LBs provoke emotions and experience	0.727	0.529

MOT	MOT1	It is exciting and fun to follow LBs on SM	0.663	0.440
	MOT3	It is fashionable to follow LBs on SM	0.674	0.454
	MOT5	My desired prestigious self-image is reinforced when following LBs on SM	0.800	0.639
	MOT6	The prestige of LBs contributes to my image/status on SM	0.761	0.578
	MOT7	It is convenient and easy to interact with LBs on SM	0.581	0.338

SMU	SMU1	Which of the following SM platforms do you use to connect with LBs (Snapchat)	0.756	0.572
	SMU2	Which of the following SM platforms do you use to connect with LBs (Instagram)	0.627	0.393
	SMU3	Which of the following SM platforms do you use to connect with LBs (YouTube)	0.697	0.485
	SMU4	Which of the following SM platforms do you use to follow LBs (Twitter)	0.823	0.677
	SMU6	Which of the following SM platforms do you use to connect with LBs (TikTok)	0.574	0.329

WOM	WoM1	I tend to share with others in SM opinions and feelings about my favorite LBs	0.707	0.500
	WoM2	I would like to pass out information on my favorite LBs to my friends on SM	0.694	0.482
	WoM3	I usually leave a comment when I like the information regarding my favorite LBs in SM	0.840	0.706
	WoM4	I would recommend my favorite LBs to other people on SM	0.724	0.524

PI	PI1	I believe that SM makes me understand which LBs I favor most	0.573	0.328
	PI2	I believe that SM raises my awareness about new attributes of LBs	0.563	0.317
	PI3	SM reminds me to buy my favorite LBs more often	0.787	0.620
	PI4	I would consider purchasing LBs directly from SM in the future	0.791	0.626

Note: LBA = luxury brand attachment; PI = purchase intentions; SMU = social media use; MOT = motivation; WOM = word-of-mouth; SMC = squared multiple correlation.