The Relation among Consumption Values of Luxury Brands, Brand Identification, Brand Attachment, Consumer Happiness and Self-Construal

The next generations of luxury buyers will be increasingly involved in social and environmental issues, gradually asking for more CSR accountability. Luxury maisons, despite recognizing sustainability as a business imperative, seldom communicate their initiatives due to the apparent incompatibility of the two worlds. Past research has demonstrated how the concurrent elicitation of conflicting concepts of self-enhancement and self-transcendence typical of sustainable luxury communication negatively impact brand evaluation. This study investigates how self-construal manipulation plays a role in mitigating the cognitive disfluency phenomenon arising from CSR communication by luxury brands. On a sample of Americans and Italians, three different priming conditions are tested: an independent prime, an interdependent (collective) prime, and a neutral prime. The results of the experiment reveal that eliciting the interdependent self-construal by emphasizing collective concepts prior to the CSR message exposure positively affects brand evaluation via an increase in information fluency.

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What shapes adolescents’ attitudes toward luxury brands? The role of self-worth, self-construal, gender and national culture

Journal of Retailing and Consumer Services ◽

10.1016/j.jretconser.2020.102208 ◽

2020 ◽

Vol 57 ◽

pp. 102208 ◽

Cited By ~ 1

Author(s):

Aysen Bakir ◽

Elodie Gentina ◽

Luciana de Araújo Gil

Keyword(s):

National Culture ◽

Luxury Brands ◽

Self Construal ◽

Self Worth

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Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

European Journal of Marketing ◽

10.1108/ejm-03-2018-0221 ◽

2020 ◽

Vol 54 (6) ◽

pp. 1407-1431 ◽

Cited By ~ 2

Author(s):

Fazlul K. Rabbanee ◽

Rajat Roy ◽

Mark T. Spence

Keyword(s):

Social Networking ◽

Online Social Networks ◽

Marketing Channel ◽

The Self ◽

Luxury Brands ◽

Social Self ◽

Consumer Engagement ◽

Brand Attachment ◽

Attachment Relationship ◽

Content Type

Purpose This paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from there to consumer engagement on social networking sites (SNS), specifically liking, sharing and commenting. It further advances self-extension tendency (SET) as a moderator affecting the self-congruity -> brand attachment link. Design/methodology/approach Two studies were conducted to test four hypotheses. Study 1 (n = 282) engaged a self-administered survey with students at a large Australian university. Study 2 (n = 342) was conducted amongst the members of an Australian online panel and thus, enhances generalizability. Findings Activated self-congruity orientations are brand-specific. Both studies reveal that two of the three self-congruity orientations affect brand attachment, which, in turn, influences consumers’ proclivity to like, share and comment on Facebook. Moreover, the self-congruity -> brand attachment relationship is moderated by SET. When SET is high, it strengthens the relationship between a self-congruity orientation and brand attachment. Research limitations/implications Accepted methodological approaches were used to improve the veracity of the findings. Nevertheless, further research should consider a wider area of focal brands (e.g. store brands, mundane brands, luxury brands) and other SNS. Practical implications SNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchasing behaviours. Discussed here are means to trigger pro-brand advocacy behaviours. Originality/value These findings extend existing theory in three ways as follows: they show social self-congruity affects brand attachment in online contexts, brand attachment is a mediating variable affecting pro-brand social networking behaviours and SET moderates the self-congruity -> brand attachment relationship. SNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchase behaviours; hence, these insights have theoretical and practical relevance.

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“This theatre is a part of me” contrasting brand attitude and brand attachment as drivers of audience behaviour

Arts Marketing An International Journal ◽

10.1108/am-01-2014-0007 ◽

2014 ◽

Vol 4 (1/2) ◽

pp. 87-100 ◽

Cited By ~ 7

Author(s):

Carsten Baumgarth

Keyword(s):

Design Methodology ◽

Consumer Behaviour ◽

Brand Attitude ◽

Brand Identification ◽

Brand Attachment ◽

Content Type ◽

Cultural Sector ◽

Visitor Survey ◽

Practical Implications ◽

Modelling Approach

Purpose – The purpose of this paper is to investigate the influence of brand attitude and brand attachment on different categories of visitors’ behaviour. Design/methodology/approach – The paper adapts a model from the classical brand research on the cultural sector. This model is tested by a visitor survey for an independent theatre and the soft modelling approach PLS. Findings – Brand attitude and brand attachment explain similar simple types of consumer behaviour in the cultural and arts context. However, most difficult visitors’ behaviour like volunteering or demonstration is only explained by brand attachment. Practical implications – Cultural manager should consider brand attachment as an additional construct in classical visitor surveys. Furthermore, cultural manager should develop and implement measures for increasing the brand attachment via a higher level of brand identification and brand prominence. Originality/value – This paper is the first research, which integrates the construct brand attachment in the cultural sector. Furthermore, the distinction between different categories of visitors’ behaviour is new and fruitful for further brand research in the cultural sector. Finally, the discussed measures for improving the brand attachment opens directions for further research.

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