e-space
Manchester Metropolitan University's Research Repository

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

    Donvito, R, Aiello, G, Grazzini, L, Godey, B, Pederzoli, D, Wiedmann, KP, Halliburton, C, Chan, P ORCID logoORCID: https://orcid.org/0000-0002-0813-413X, Tsuchiya, J, Skorobogatykh, II, Oh, H, Singh, R, Ewing, M, Lee, Y, Fei, L, Chen, CR and Siu, NYM (2020) Does personality congruence explain luxury brand attachment? The results of an international research study. Journal of Business Research, 120. pp. 462-472. ISSN 0148-2963

    [img]
    Preview
    Accepted Version
    Available under License Creative Commons Attribution Non-commercial No Derivatives.

    Download (749kB) | Preview

    Abstract

    © 2020 Elsevier Inc. 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.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    568Downloads
    6 month trend
    167Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Repository staff only

    Edit record Edit record