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Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption

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  • Jacob, Isaac
  • Khanna, Monica
  • Rai, Krupa A.

Abstract

Brands and their personalities constitute the basis upon which consumers identify and bond with various products or services. This study focuses on the factors influencing congruity between consumers' self-image and brand image for luxury brands in transitional economies like India. This study empirically evaluates a hypothesized theoretical framework in order to identify and understand the following key variables in each factor of consumer-brand congruence in the luxury brand category: brand perception, brand expectation, dimensions of brand image (mystery, sensuality, and intimacy), brand love, and brand respect. This study also discusses how the brand image dimensions relate to brand love and brand respect. A structural model is developed to analyze the relationship between these factors. The findings establish the relationship between consumers and brands through various attributes of luxury brand image and consumer self-image.

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  • Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    • Handle: RePEc:eee:jbrese:v:116:y:2020:i:c:p:597-607
    DOI: 10.1016/j.jbusres.2019.07.007
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    2. Jiajia Chen & Jingke Gao & Ziyuan Liu & Yang Luo & Mengge Chen & Lingxue Bu, 2022. "Luxury in Emerging Markets: An Investigation of the Role of Subjective Social Class and Conspicuous Consumption," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    3. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    4. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    5. Quach, Sara & Septianto, Felix & Thaichon, Park & Nasution, Reza Ashari, 2022. "The role of art infusion in enhancing pro-environmental luxury brand advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Diandian Ma & Benfu Lv & Ying Liu & Shuqin Liu & Xiuting Li, 2023. "Brand Premium and Carbon Information Disclosure Strategy: Evidence from China Listed Companies," Sustainability, MDPI, vol. 15(6), pages 1-21, March.
    7. Jahanvi, Jahanvi & Sharma, Meenakshi, 2021. "Brand respect: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 132(C), pages 115-123.

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