Journal article
Does personality congruence explain luxury brand attachment? The results of an international research study
Journal of business research, Vol.120, pp.462-472
11/2020
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Source: InCites
Abstract
There is a general lack of clarity regarding measurement of the self-brand congruity construct, which also calls for cross-national validation. Although previous evidence suggests a positive relationship between self-brand congruity and consumer brand associations (brand attachment), this relationship requires a deeper investigation. This study tests and validates a personality congruence scale in the luxury sector on an international level. Based on a survey of nearly 1500 international luxury customers, it also measures the effect of congruence on brand attachment. The findings confirm that the personality congruence structure is based on five dimensions: prestige, emotion, trust, anxiety, and order. The results highlight the personality congruence effect and its influence on brand attachment. Finally, similarities and differences across countries are detected in the personality congruence and brand attachment relationship. Theoretical and managerial implications are also discussed. This study contributes to the literature on brand personality congruence and its impact on brand attachment in the luxury context.
Details
- Title
- Does personality congruence explain luxury brand attachment? The results of an international research study
- Creators
- Raffaele Donvito - University of FlorenceGaetano Aiello - University of FlorenceLaura Grazzini - University of Eastern Piedmont (Vercelli, Italy)Bruno Godey - NEOMA Business SchoolDaniele Pederzoli - NEOMA Business SchoolKlaus-Peter Wiedmann - Leibniz University HannoverChris Halliburton - ESCP Business SchoolPriscilla Chan - Manchester Metropolitan UniversityJunji Tsuchiya - Waseda UniversityIrina Ivanovna Skorobogatykh - Plekhanov Russian University of EconomicsHyunjoo Oh - University of Florida, USARahul Singh - Institute of Management TechnologyMike Ewing - Deakin UniversityYuri Lee - Seoul National UniversityLi Fei - Tsinghua UniversityCindy Rong Chen - Tsinghua UniversityNoel Yee-Man Siu - Hong Kong Baptist University
- Publication Details
- Journal of business research, Vol.120, pp.462-472
- Publisher
- Elsevier Inc
- Identifiers
- 991013124211702368
- Copyright
- © 2020 Elsevier Inc. All rights reserved.
- Academic Unit
- Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article