Congruence between consumer, brand and store personality in luxury sector: the results of an international research

Raffaele Donvito, Gaetano Aiello, Bruno Godey, Daniele Pederzoli, Klaus-Peter Wiedmann, Nadine Hennigs, Christiane Klarmann, Priscilla Chan and Chris Halliburton
Additional contact information
Raffaele Donvito: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence
Gaetano Aiello: UniFI - Università degli Studi di Firenze = University of Florence = Université de Florence
Bruno Godey: Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School, Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School
Daniele Pederzoli: Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School, Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School
Nadine Hennigs: Leibniz Universität Hannover=Leibniz University Hannover
Christiane Klarmann: Leibniz Universität Hannover=Leibniz University Hannover
Priscilla Chan: MMU - Manchester Metropolitan University

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Abstract: Objectives. The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. Methodology. From a theoretical point of view, human personality, brand personality and store personality research streams are considered. The paper takes into account relevant theoretical contributions developed on congruence between consumer, brand and store personality. Then the attachment construct is considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people "luxury experienced" from Western Europe (France, Germany, Italy, UK). The empirical research considers specifically 6 luxury brands. Results and conclusions: This paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment discovering at the same time specific country peculiarities.

Keywords: luxury; young people; Consumer personality; brand personality; store personality; congruence; personality scale (search for similar items in EconPapers)
Date: 2013-01-17
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Published in 12th International Marketing Trends Congress, Jan 2013, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01078836

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