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The importance of self in brand love in consumer-luxury brand relationships
Lusíada University North, Portugal.
University of Porto, Portugal.
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0002-1540-2657
2018 (English)In: Journal of Customer Behavior, ISSN 1475-3928, E-ISSN 1477-6421, Vol. 17, no 3, p. 189-210Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Westburn Publishers, 2018. Vol. 17, no 3, p. 189-210
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-79230DOI: 10.1362/147539218X15434304746036OAI: oai:DiVA.org:lnu-79230DiVA, id: diva2:1271144
Available from: 2018-12-16 Created: 2018-12-16 Last updated: 2019-01-08Bibliographically approved

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Rodrigues, Clarinda

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf