Mediating Roles of Brand Identification and Brand Attachment in the Model of the Influence of Congruence between Brand Personality and Self-Image on Brand Loyalty

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

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The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market

Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l Administration ◽

10.1002/cjas.1321 ◽

2015 ◽

Vol 34 (1) ◽

pp. 47-62 ◽

Cited By ~ 7

Author(s):

Sunghun Chung ◽

Jooyoung Park

Keyword(s):

Mobile Phone ◽

Brand Loyalty ◽

Brand Personality ◽

Brand Identification

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Effect of Self-image Congruity and Functional Congruity on Brand Trust, Brand Attachment, and Brand Loyalty: A Case of Airline Brands

Journal of Tourism Sciences ◽

10.17086/jts.2020.44.2.137.159 ◽

2020 ◽

Vol 44 (2) ◽

pp. 137-159

Author(s):

Seo-Young Hur ◽

Byung-Gil Chun

Keyword(s):

Brand Loyalty ◽

Brand Trust ◽

Brand Attachment ◽

Self Image ◽

Functional Congruity

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Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

Sustainability ◽

10.3390/su132011413 ◽

2021 ◽

Vol 13 (20) ◽

pp. 11413

Author(s):

Heather Markham Kim ◽

Kisang Ryu

Keyword(s):

Brand Loyalty ◽

Positive Influence ◽

Brand Attitude ◽

Social Self ◽

Ideal Self ◽

Brand Attachment ◽

Self Image ◽

Image Congruence ◽

Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

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Self-expressive Roles of Family Restaurant Brands: Brand Personality-Self Image Congruence, Brand Identification, and Loyalty

Culinary Science & Hospitality Research ◽

10.20878/cshr.2012.18.1.010010010 ◽

2012 ◽

Vol 18 (1) ◽

pp. 120-140

Author(s):

정효선 ◽

Lee, In-Suk ◽

Hye Hyun Yoon

Keyword(s):

Brand Personality ◽

Brand Identification ◽

Self Image ◽

Image Congruence

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Relations between the Image of an Endorser of a Professional Golf Player, Advertising Attitude, Brand Identification, Brand Attachment and Brand Loyalty

Journal of Sport and Leisure Studies ◽

10.51979/kssls.2010.11.42.381 ◽

2010 ◽

Vol 42 ◽

pp. 381-396

Author(s):

Jeong Hown Youm

Keyword(s):

Brand Loyalty ◽

Brand Identification ◽

Brand Attachment

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Unpacking brand loyalty in retailing: a three-dimensional approach to customer–brand relationships

International Journal of Retail & Distribution Management ◽

10.1108/ijrdm-03-2020-0115 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mbaye Fall Diallo ◽

Jean-Louis Moulins ◽

Elyette Roux

Keyword(s):

Brand Loyalty ◽

Brand Image ◽

Three Dimensional ◽

Customer Relationships ◽

Brand Trust ◽

Brand Identification ◽

Brand Relationships ◽

Brand Attachment ◽

Content Type ◽

Specific Relationship

PurposeDespite the numerous works on multifaceted relationships between customers and brands, such relationships remain complex and poorly understood in retailing. This research analyses the direct effects of brand images (hedonic, symbolic and functional) on three specific relationship variables (brand trust, brand attachment and brand social identification). It also investigates their indirect effects on three types of loyalty (cognitive, affective and normative) in retailing.Design/methodology/approachThis paper is based on quantitative research involving 417 respondents. It uses structural equation models to test relevant research hypotheses.FindingsThe results show that hedonic brand image affects brand attachment, while functional brand image influences brand trust. Symbolic brand image has similar effects on the three relationship variables (attachment, trust, identification). Moreover, the relationships between brand image dimensions and brand loyalty types are positively mediated by attachment, trust and brand identification. Therefore, the authors highlight a more complex process in customer–brand relationships than previously thought.Research limitations/implicationsThis article focusses on the cosmetic retail sector. It would be interesting to empirically test/extend the model in other industries/sectors. Future studies could also include brand attitude in their research model.Practical implicationsTo strengthen affective loyalty, retail managers should focus on both hedonic image and brand attachment (e.g. emphasise the brand personality traits that refer to both affect and hedonism). To develop normative loyalty, they should improve symbolic brand image and facilitate customer brand identification.Originality/valueThis research provides a new three-dimensional model of customer relationships with brands to account for the dynamic nature of customer loyalty in retailing. It shows how three dimensions of brand image (hedonic, functional and symbolic) affect three types of loyalty (affective, cognitive and normative) through the mediation of three specific relationship variables (brand attachment, brand trust and brand identification).

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