Details
Original language | English |
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Title of host publication | Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing |
Subtitle of host publication | Proceedings of the 2013 World Marketing Congress |
Publisher | Springer Nature |
Pages | 295-304 |
Number of pages | 10 |
Publication status | Published - 2 Dec 2015 |
Publication series
Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
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ISSN (Print) | 2363-6165 |
ISSN (electronic) | 2363-6173 |
Abstract
The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people “luxury experienced” from 10 countries. The empirical research considers specifically 6 luxury brands. In term of results this paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment.
Keywords
- Brand Personality, Consumer Research, Human Personality, Luxury Consumption, Luxury Good
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Strategy and Management
- Business, Management and Accounting(all)
- Marketing
Cite this
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Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing: Proceedings of the 2013 World Marketing Congress. Springer Nature, 2015. p. 295-304 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector.
AU - Donvito, Raffaele
AU - Aiello, Gaetano
AU - Godey, Bruno
AU - Pederzoli, Daniele
AU - Wiedmann, Klaus Peter
AU - Hennings, Nadine
AU - Klarmann, Christiane
AU - Chan, Priscilla
AU - Halliburton, Chris
AU - Tsuchiya, Junji
AU - Koyama, Taro
AU - Skorobogatykh, Irina Ivanovna
AU - Weitz, Bart
AU - Oh, Hyunjoo
AU - Ewing, Mike
AU - Newton, Joshua
AU - Lee, Yuri
AU - Fei, Li
AU - Chen, Cindy Rong
PY - 2015/12/2
Y1 - 2015/12/2
N2 - The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people “luxury experienced” from 10 countries. The empirical research considers specifically 6 luxury brands. In term of results this paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment.
AB - The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people “luxury experienced” from 10 countries. The empirical research considers specifically 6 luxury brands. In term of results this paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment.
KW - Brand Personality
KW - Consumer Research
KW - Human Personality
KW - Luxury Consumption
KW - Luxury Good
UR - http://www.scopus.com/inward/record.url?scp=85029568816&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-24184-5_79
DO - 10.1007/978-3-319-24184-5_79
M3 - Conference contribution
AN - SCOPUS:85029568816
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 295
EP - 304
BT - Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
PB - Springer Nature
ER -