Does personality congruence explain luxury brand attachment? The results of an international research study

Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review

Autoren

  • Raffaele Donvito
  • Gaetano Aiello
  • Laura Grazzini
  • Bruno Godey
  • Daniele Pederzoli
  • Klaus Peter Wiedmann
  • Chris Halliburton
  • Priscilla Chan
  • Junji Tsuchiya
  • Irina Ivanovna Skorobogatykh
  • Hyunjoo Oh
  • Rahul Singh
  • Mike Ewing
  • Yuri Lee
  • Li Fei
  • Cindy Rong Chen
  • Noel Yee Man Siu

Organisationseinheiten

Externe Organisationen

  • Università degli Studi di Firenze (UniFi)
  • Universita del Piemonte Orientale
  • NEOMA Business School
  • ESCP Business School
  • Manchester Metropolitan University
  • Waseda University
  • Plekhanov Russian University of Economics
  • University of Florida
  • Birla Institute of Management Technology (BIMTECH)
  • Deakin University
  • Seoul National University
  • Tsinghua University
  • Hong Kong Baptist University
Forschungs-netzwerk anzeigen

Details

OriginalspracheEnglisch
Seiten (von - bis)462-472
Seitenumfang11
FachzeitschriftJournal of business research
Jahrgang120
Frühes Online-Datum6 Juli 2020
PublikationsstatusVeröffentlicht - Nov. 2020

Abstract

There is a general lack of clarity regarding measurement of the self-brand congruity construct, which also calls for cross-national validation. Although previous evidence suggests a positive relationship between self-brand congruity and consumer brand associations (brand attachment), this relationship requires a deeper investigation. This study tests and validates a personality congruence scale in the luxury sector on an international level. Based on a survey of nearly 1500 international luxury customers, it also measures the effect of congruence on brand attachment. The findings confirm that the personality congruence structure is based on five dimensions: prestige, emotion, trust, anxiety, and order. The results highlight the personality congruence effect and its influence on brand attachment. Finally, similarities and differences across countries are detected in the personality congruence and brand attachment relationship. Theoretical and managerial implications are also discussed. This study contributes to the literature on brand personality congruence and its impact on brand attachment in the luxury context.

ASJC Scopus Sachgebiete

  • Betriebswirtschaft, Management und Rechnungswesen (insg.)
  • Marketing

Zitieren

Does personality congruence explain luxury brand attachment? The results of an international research study. / Donvito, Raffaele; Aiello, Gaetano; Grazzini, Laura et al.
in: Journal of business research, Jahrgang 120, 11.2020, S. 462-472.

Publikation: Beitrag in Fachzeitschrift › Artikel › Forschung › Peer-Review

Donvito, R, Aiello, G, Grazzini, L, Godey, B, Pederzoli, D, Wiedmann, KP, Halliburton, C, Chan, P, Tsuchiya, J, Skorobogatykh, II, Oh, H, Singh, R, Ewing, M, Lee, Y, Fei, L, Chen, CR & Siu, NYM 2020, 'Does personality congruence explain luxury brand attachment? The results of an international research study', Journal of business research, Jg. 120, S. 462-472. https://doi.org/10.1016/j.jbusres.2020.06.047
Donvito, R., Aiello, G., Grazzini, L., Godey, B., Pederzoli, D., Wiedmann, K. P., Halliburton, C., Chan, P., Tsuchiya, J., Skorobogatykh, I. I., Oh, H., Singh, R., Ewing, M., Lee, Y., Fei, L., Chen, C. R., & Siu, N. Y. M. (2020). Does personality congruence explain luxury brand attachment? The results of an international research study. Journal of business research, 120, 462-472. https://doi.org/10.1016/j.jbusres.2020.06.047
Donvito R, Aiello G, Grazzini L, Godey B, Pederzoli D, Wiedmann KP et al. Does personality congruence explain luxury brand attachment? The results of an international research study. Journal of business research. 2020 Nov;120:462-472. Epub 2020 Jul 6. doi: 10.1016/j.jbusres.2020.06.047
Donvito, Raffaele ; Aiello, Gaetano ; Grazzini, Laura et al. / Does personality congruence explain luxury brand attachment? The results of an international research study. in: Journal of business research. 2020 ; Jahrgang 120. S. 462-472.
Download
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AU - Donvito, Raffaele

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AU - Grazzini, Laura

AU - Godey, Bruno

AU - Pederzoli, Daniele

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AU - Halliburton, Chris

AU - Chan, Priscilla

AU - Tsuchiya, Junji

AU - Skorobogatykh, Irina Ivanovna

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AU - Singh, Rahul

AU - Ewing, Mike

AU - Lee, Yuri

AU - Fei, Li

AU - Chen, Cindy Rong

AU - Siu, Noel Yee Man

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