TY - JOUR
T1 - Does personality congruence explain luxury brand attachment? The results of an international research study
AU - Donvito, Raffaele
AU - Aiello, Gaetano
AU - Grazzini, Laura
AU - Godey, Bruno
AU - Pederzoli, Daniele
AU - Wiedmann, Klaus Peter
AU - Halliburton, Chris
AU - Chan, Priscilla
AU - Tsuchiya, Junji
AU - Skorobogatykh, Irina Ivanovna
AU - Oh, Hyunjoo
AU - Singh, Rahul
AU - Ewing, Mike
AU - Lee, Yuri
AU - Fei, Li
AU - Chen, Cindy Rong
AU - Siu, Noel Y M
N1 - Publisher Copyright:
© 2020 Elsevier Inc.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/11
Y1 - 2020/11
N2 - 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.
AB - 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.
KW - Brand attachment
KW - Brand-store-consumer personality
KW - Luxury
KW - Personality congruence
UR - http://www.scopus.com/inward/record.url?scp=85087521470&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2020.06.047
DO - 10.1016/j.jbusres.2020.06.047
M3 - Journal article
AN - SCOPUS:85087521470
SN - 0148-2963
VL - 120
SP - 462
EP - 472
JO - Journal of Business Research
JF - Journal of Business Research
ER -