Luxury brand attachment: Predictors, moderators and consequences

International Journal of Consumer Studies - Tập 46 Số 6 - Trang 2466-2487 - 2022
Anwar Sadat Shimul1, Ian Phau1
1School of Management & Marketing Curtin University Perth Western Australia Australia

Tóm tắt

AbstractAlthough there is ample evidence that consumer attachment varies across luxury and non‐luxury brands, there is a lack of research in understanding the predictors, moderators and consequences of luxury brand attachment (LBA). This paper aims to develop and test a research model for LBA (study 1), examine the moderating influence of self‐consciousness on the relationship between actual/ideal self‐congruence and LBA (study 2) and validate the research model across privately and publicly consumed products (study 3). Data (n = 961) were analysed using Structural Equation Modelling with the IBM SPSS AMOS 25.0. The results show that consumers’ perceived actual and ideal self‐congruence have a significant positive impact on LBA. In addition, LBA results in consumer advocacy. Private (public) self‐consciousness enhances the relationship between actual (ideal) self‐congruence and LBA. However, social anxiety did not influence the relationship between self‐congruence and LBA. Moreover, the relationship between actual self‐congruence and LBA was stronger for privately consumed products. This research would provide luxury managers with an understanding of how consumers develop a bond with luxury brands based on the perceived brand self‐congruence. The LBA model would also help managers segment luxury consumers and identify the segments with low, medium and high attachment. In addition, using the findings of this research, luxury managers can incorporate the relevant aspect of self‐congruence into brand positioning and advertising messages.

Từ khóa


Tài liệu tham khảo

10.2307/41165845

10.1080/00223980.2021.1884035

10.1080/0965254X.2021.1969422

Ainsworth M. D., 1982, The place of attachment in human behaviour, 3

10.1037/0033‐2909.103.3.411

10.1111/ijcs.12559

Aron A., 1986, Love and the expansion of self: Understanding attraction and satisfaction

Aron A., 1996, Knowledge structures in close relationships: A social psychological approach, 325

Aron A., 2001, Close romantic relationships: Maintenance and enhancement, 47

10.1080/15332667.2017.1391058

10.1146/annurev‐psych‐010419‐051008

Bain M., Why are celebrity perfume commercials so incredibly awful?

10.1108/IMR‐12‐2016‐0225

10.1016/j.jretconser.2020.102208

10.1016/j.jbusres.2020.10.034

10.1111/spc3.12570

10.1111/ijcs.12623

10.1509/jmkr.38.2.143.18840

10.1108/JRIM-12-2018-0165

10.1057/s41262‐020‐00189‐4

10.1057/s41262‐016‐0016‐2

Bowlby J., 1969, Attachment, 1

10.1017/S0140525X00064955

10.1111/bjso.12349

10.1037/0021‐9010.78.5.857

Buss A. H., 1980, Self‐consciousness and social anxiety

Campbell M., 2018, CarsGuide

10.1089/cpb.2006.9963

10.1007/s11002‐006‐4219‐2

10.1207/s15327752jpa4002_8

10.1016/0092-6566(81)90003-9

10.1016/j.chb.2016.10.007

10.1016/0092‐6566(82)90001‐0

10.1108/08876041111149711

10.1007/s00199‐012‐0729‐8

10.1080/10548408.2020.1740137

10.1016/S0047‐2727(97)00016‐9

10.1002/cb.2010

10.1002/cb.1582

10.1080/0965254X.2020.1758198

10.1111/j.1467‐6494.1991.tb00765.x

10.1177/002224376900600109

10.1016/j.jbusres.2020.06.047

10.1108/EJM‐09‐2016‐0511

Ellemers N., 2011, Social identity theory, Handbook of Theories of Social Psychology, 2, 379

10.1207/S15327663JCP1303_14

Evans J. D., 1996, Straightforward statistics for the behavioral sciences

10.1504/LRJ.2021.116292

10.1016/j.copsyc.2017.03.002

10.1037/h0076760

10.1177/002224378101800313

10.1016/0092‐6566(81)90015‐5

10.1016/j.jretconser.2010.10.003

10.1108/JFMM‐08‐2013‐0096

Glaser M., Think with Google

10.1016/j.jbusres.2016.04.181

10.1080/21639159.2013.818283

10.1080/00224545.1988.9713756

10.1002/(SICI)1520‐6793(199608)13:5<481:AID‐MAR3>3.0.CO;2‐5

10.1016/j.paid.2017.04.057

Hair J. H., 2010, Multivariate data analysis: A global perspective

10.1108/13522751311317585

10.1111/ijcs.12661

10.1016/j.jretconser.2020.102249

10.1016/j.paid.2019.04.010

Hayes A. F.(2012).PROCESS: A versatile computational tool for observed variable mediation moderation and conditional process modeling.http://www.ahayes.com/public/process2012.pdf

10.1177/0963721414540168

10.1192/bjp.163.4.430

10.1002/mar.4220120105

Hope J., 2017, Echostories

10.1111/j.1751-9004.2007.00066.x

10.1016/j.jbusres.2011.03.015

10.1080/10705519909540118

10.1108/JFMM-03-2013-0020

10.1002/cb.1712

10.1016/j.jretconser.2021.102895

10.1016/j.jbusres.2019.07.007

10.1108/EJM‐10‐2016‐0566

10.1111/ijcs.12633

10.1016/j.jbusres.2016.05.003

10.1057/bm.2008.47

10.1016/j.jbusres.2019.02.033

10.1111/ijcs.12665

10.1111/ajsp.12003

10.1016/j.jbusres.2016.04.172

10.1016/S1057‐7408(08)80015‐0

Kline R. B., 2011, Principles and practice of structural equation modelling

10.1016/j.jbusres.2017.08.023

10.1007/978-3-030-36126-6_86

10.1002/jcpy.1086

Kulke C., 2021, Tribe Dynamics

10.1016/j.jbusres.2007.04.014

10.1016/j.jbusres.2019.09.030

10.1080/15252019.2017.1315321

10.1509/jmkg.74.6.128

10.1016/j.chb.2012.01.006

10.1111/ijcs.12023

Lin T. L., 2018, Effects of luxury brand perceptions on brand attachment and purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan, South African Journal of Business Management, 49, 1

10.1037/0021-9010.86.1.114

10.1108/03090561211230098

10.1016/j.jretai.2012.08.001

10.1509/jmkg.75.4.35

10.1016/0167‐4870(88)90029‐3

10.1108/S1548-6435(2010)6

10.1146/annurev.ps.38.020187.001503

McLain A., 2017, Buzzfeed

Mikulincer M., 2007, Attachment in adulthood: Structure, dynamics, and change

10.1002/mar.20990

10.1016/j.jbusres.2011.10.013

10.1177/002224379202900303

10.1080/0145935X.2019.1583100

10.1108/QMR‐05‐2013‐0028

Naughton N., 2018, The Detroit News

10.1016/j.paid.2017.06.039

10.1057/s41262‐021‐00241‐x

10.1561/1700000006

Park C. W., 2009, Handbook of brand relationships, 327

10.1016/j.jretconser.2018.11.015

10.1016/j.jretconser.2020.102272

10.1509/jmkg.74.6.1

10.1016/j.emj.2018.07.003

Pirola C., 2016, Medium

10.1037/0021-9010.88.5.879

Prada, 2020, Prada womenswear spring/summer 2020 advertising campaign—Plain redefined as daring attitude

Quinn M., 2013, Red Alert Politics

Rambough E., 2020, Jing Daily

10.1086/341574

Reis H. T., 1988, Handbook of personal relationships, 367

10.1177/002224297704100413

10.1086/209414

Rodulfo K., 2017, ELLE

Rosenberg M., 1979, Conceiving the self

10.1016/j.jbusres.2016.10.012

10.1108/JPBM-05-2013-0315

Sarkar J., 2017, India Times

Satenstein L., 2018, Balenciaga’s newest campaign is a Paparazzi dream, Vogue

Savannah Winters, 2016, Moët & Chandon The Now Extended Version #OpenTheNow

10.1037/0022-3514.39.3.514

Schlenker B. R., 1996, Handbook of motivation and cognition, 118

10.1037/0033-2909.92.3.641

10.1016/j.jcps.2011.09.005

Sciarrino J., 2021, AdAge

10.1111/ijcs.12730

Shaver P. R., 1993, Adult romantic attachment: Theory and evidence, Advances in Personal Relationships, 4, 29

10.1108/JFMM‐09‐2020‐0208

10.1016/j.ausmj.2018.05.016

10.1057/s41262‐019‐00158‐6

10.1108/JCM‐09‐2020‐4125

Sirgy M. J., 1979, Self‐concept in consumer behaviour

10.1086/208924

10.1177/0092070397253004

10.1111/ijcs.12651

10.1177/0146167282083018

10.4236/tel.2015.52033

Sreejesh S., 2016, Validating a scale to measure consumer’s luxury brand aspiration, Journal of Product and Brand Management, 25, 465

10.1108/JFMM‐10‐2015‐0077

10.1177/053901847401300204

10.1108/MIP‐05‐2019‐0277

10.1177/01461672952112005

10.1207/s15327663jcp1501_10

10.1207/s15327752jpa4805_15

10.1111/ijcs.12539

10.1016/j.jbusres.2009.10.012

10.1016/j.jsxm.2021.07.005

Vigneron F., 1999, A review and a conceptual framework of prestige‐seeking consumer behavior, Academy of Marketing Science Review, 1, 1

10.1108/JFMM‐02‐2015‐0016

10.1057/bm.2012.45

Weiss R. S., 1982, The place of attachment in human behavior, 171

10.1002/mar.20292

10.1016/j.jbusres.2016.04.174

10.1016/j.jbusres.2011.06.034

10.1002/mar.21439

Thông tin
Thông tin xuất bản

International Journal of Consumer Studies

Tập 46 Số 6

2466-2487

Thông tin tác giả