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dc.contributor.authorShimul, Anwar Sadat
dc.contributor.authorPhau, Ian
dc.date.accessioned2022-07-21T01:32:57Z
dc.date.available2022-07-21T01:32:57Z
dc.date.issued2022
dc.identifier.citationShimul, A.S. and Phau, I. 2022. Luxury brand attachment: Predictors, moderators and consequences. International Journal of Consumer Studies.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/88984
dc.identifier.doi10.1111/ijcs.12799
dc.description.abstract

Although there is ample evidence that consumer attachment varies across luxury and non-luxury brands, there is a lack of research in understanding the predictors, moderators and consequences of luxury brand attachment (LBA). This paper aims to develop and test a research model for LBA (study 1), examine the moderating influence of self-consciousness on the relationship between actual/ideal self-congruence and LBA (study 2) and validate the research model across privately and publicly consumed products (study 3). Data (n = 961) were analysed using Structural Equation Modelling with the IBM SPSS AMOS 25.0. The results show that consumers’ perceived actual and ideal self-congruence have a significant positive impact on LBA. In addition, LBA results in consumer advocacy. Private (public) self-consciousness enhances the relationship between actual (ideal) self-congruence and LBA. However, social anxiety did not influence the relationship between self-congruence and LBA. Moreover, the relationship between actual self-congruence and LBA was stronger for privately consumed products. This research would provide luxury managers with an understanding of how consumers develop a bond with luxury brands based on the perceived brand self-congruence. The LBA model would also help managers segment luxury consumers and identify the segments with low, medium and high attachment. In addition, using the findings of this research, luxury managers can incorporate the relevant aspect of self-congruence into brand positioning and advertising messages.

dc.languageEnglish
dc.publisherWILEY
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Sciences
dc.subjectBusiness
dc.subjectBusiness & Economics
dc.subjectbrand self-congruence
dc.subjectconsumer advocacy
dc.subjectluxury brand attachment
dc.subjectprivate
dc.subjectpublic consumption
dc.subjectself-consciousness
dc.subjectPUBLIC SELF-CONSCIOUSNESS
dc.subjectSOCIAL IDENTITY THEORY
dc.subjectCONSUMER ADVOCACY
dc.subjectIMAGE CONGRUENCE
dc.subjectPRIVATE
dc.subjectCONSUMPTION
dc.subjectANXIETY
dc.subjectCONGRUITY
dc.subjectEQUITY
dc.subjectCONSPICUOUSNESS
dc.titleLuxury brand attachment: Predictors, moderators and consequences
dc.typeJournal Article
dcterms.source.issn1470-6423
dcterms.source.titleInternational Journal of Consumer Studies
dc.date.updated2022-07-21T01:32:57Z
curtin.departmentSchool of Management and Marketing
curtin.accessStatusOpen access
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidPhau, Ian [0000-0002-0759-6092]
curtin.contributor.orcidShimul, Anwar Sadat [0000-0002-3491-1772]
dcterms.source.eissn1470-6431
curtin.contributor.scopusauthoridPhau, Ian [8508239600]
curtin.contributor.scopusauthoridShimul, Anwar Sadat [56835803700]


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