The purpose of this paper is to investigate the influence of selfcongruency
and self-brand integration on three dimensions of luxury perceptions:
prestigious perception of a brand, luxury brand perception, and overall luxury
brand perception. It also aims to investigate the moderating effect of these three
dimensions of luxury perceptions on brand love. Data collection was done using a
structured questionnaire completed by end-users of luxury brands. A total of 304
valid questionnaires were collected and the data was analysed using a structural
equation modelling methodology. The data confirms all the hypotheses raised in
the proposed conceptual model. This study is the first to empirically demonstrate
that luxury brand perceptions positively mediate the effect of self-congruency
and self-brand integration on brand love. The results of this study will help
practitioners to understand how to approach consumers in the luxury fashion
segment and how to strengthen consumer-brand relationships.
Westburn Publishers, 2018. Vol. 17, no 3, p. 189-210