Conceptualising Luxury Brand Attachment
Access Status
Open access
Authors
Shimul, Md Anwar Sadat
Date
2018Supervisor
Prof. Ian Phau
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Business and Law
School
Marketing
Collection
Abstract
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 to investigate the inter-construct relationships. The self-congruity aspect within the luxury brand attachment construct is postulated to be moderated by the influence of consumers’ public self-consciousness and the product’s private/public status. The findings of this research will provide meaningful insights for academics and practitioners.