Conceptualizing luxury brand attachment
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This paper aims to conceptualize luxury brand attachment and develop a scale for measuring the intensity of the attachment. A research model has been proposed with an agenda of nine hypotheses to investigate the antecedents and outcomes of the luxury brand attachment. Consumer’s self-congruity theory forms the theoretical underpinning of the research. An experimental research method will be employed to test the model and measurement scale. It will fulfil an existing gap in the luxury brand attachment construct. The findings of this paper will also provide insights for marketing managers for developing brand reinforcement and revitalization strategies for luxury brands.
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Roy, Rajat; Rabbanee, Fazlul (2015)Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and ...
Cheah, Isaac; Phau, Ian; Chong, C.; Shimul, A. (2015)Purpose: The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence ...
Shimul, Md Anwar Sadat (2018)This research conceptualises luxury brand attachment and develops a measurement scale for the construct. Underpinned with self-expansion and social identity theory, a research model is proposed with a set of hypotheses ...