Does personality congruence explain luxury brand attachment? The results of an international research study

Raffaele Donvito, Gaetano Aiello, Laura Grazzini, Bruno Godey, Daniele Pederzoli, Klaus-Peter Wiedmann, Chris Halliburton, Priscilla Chan, Junji Tsuchiya, Irina Skorobogatykh (), Hyunjoo Oh, Rahul Singh, Mike Ewing, Yuri Lee, Li Fei, Cindy Rong Chen and Noel Yee-Man Siu

Journal of Business Research, 2020, vol. 120, issue C, 462-472

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.

Keywords: Brand-store-consumer personality; Personality congruence; Brand attachment; Luxury (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:462-472

DOI: 10.1016/j.jbusres.2020.06.047

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