To what extent do conspicuous consumption and status consumption reinforce the effect of self-image congruence on emotional brand attachment? Evidence from the Kingdom of Saudi Arabia

Fethi Klabi ()
Additional contact information
Fethi Klabi: King Khalid University

Journal of Marketing Analytics, 2020, vol. 8, issue 2, No 6, 99-117

Abstract: Abstract For a better understanding of customer–brand relationships, this study relies on the integration of self-image congruence with symbolic consumption concepts such as conspicuous consumption and status consumption. Based on 823 responses from a sample of Saudi people, this study challenged the conceptual overlap surrounding conspicuous consumption and status consumption by confirming that these variables are distinct and that conspicuous consumption influences status consumption. The results also indicated that self-image congruence exerts a positive effect on emotional brand attachment. Using the multi-group technique on Lisrel regarding 21 brands operating in the KSA, the empirical study confirmed that the effects of actual and ideal self-image congruence on emotional brand attachment are stronger for high-status brands. Moreover, no moderating role was substantiated for conspicuous consumption. From a managerial standpoint, the findings provide enlightenment on the relevance of symbolic and social brands’ features in an emerging Islamic country, and detailed recommendations to enhance emotional brand attachment depending on motives such as self-esteem or social approval in the case of high-status brands.

Keywords: Self-image congruence; Conspicuous consumption; Status consumption; Multi-group analysis; Emotional brand attachment; Kingdom of saudi arabia (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1057/s41270-020-00073-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:8:y:2020:i:2:d:10.1057_s41270-020-00073-9

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-020-00073-9

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().