IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v120y2020icp462-472.html
   My bibliography  Save this article

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

Author

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

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.

Suggested Citation

  • Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    • Handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:462-472
    DOI: 10.1016/j.jbusres.2020.06.047
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320304240
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.06.047?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Eric Vernette, 2008. "Les atouts et les pièges de la personnalité de marque," Post-Print halshs-02914410, HAL.
    2. Son K Lam & Michael Ahearne & Niels Schillewaert, 2012. "A multinational examination of the symbolic–instrumental framework of consumer–brand identification," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 43(3), pages 306-331, April.
    3. House, Robert & Javidan, Mansour & Hanges, Paul & Dorfman, Peter, 2002. "Understanding cultures and implicit leadership theories across the globe: an introduction to project GLOBE," Journal of World Business, Elsevier, vol. 37(1), pages 3-10, April.
    4. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 474-487, September.
    5. Russell Belk & Maria Kniazeva, 2018. "Morphing anthropomorphism: An update," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(3), pages 239-247, July.
    6. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    7. Bruno Godey & Daniele Pederzoli & Gaetano Aiello & Raffaele Donvito & Priscilla Chan & Junji Tsuchiya & Irina Ivanovna Skorobogatykh & Bart Weitz & Hyunjoo Oh & Rahul Singh, 2013. "Modeling links between the decision-making process and luxury brand attachment: An international comparison," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 23(4), pages 361-378, September.
    8. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    9. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    10. Senay Sabah, 2017. "The impact of self-construal and self-concept clarity on socially motivated consumption: The moderating role of materialism," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(1), pages 31-45, January.
    11. Nadine Hennigs & Klaus-Peter Wiedmann & Christiane Klarmann & Suzane Strehlau & Bruno Godey & Daniele Pederzoli & Agnes Neulinger & Kartik Dave & Gaetano Aiello & Raffaele Donvito & Koyama Taro & Jank, 2012. "What is the value of luxury? A cross-cultural consumer perspective," Post-Print hal-00779336, HAL.
    12. Klaus Heine, 2010. "The Personality of Luxury Fashion Brands," Post-Print hal-02313154, HAL.
    13. Laure Ambroise, 2006. "La personnalité des marques : une contribution réelle à leur gestion ?," Post-Print halshs-00524876, HAL.
    14. Bagozzi, Richard P & Yi, Youjae, 1991. "Multitrait-Multimethod Matrices in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 426-439, March.
    15. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2019. "Self-congruence, brand attachment and compulsive buying," Journal of Business Research, Elsevier, vol. 99(C), pages 456-463.
    16. Jean-Noël Kapferer & Vincent Bastien, 2009. "The specificity of luxury management: Turning marketing upside down," Post-Print hal-00493180, HAL.
    17. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    18. Thorstein Veblen, 1899. "Mr. Cummings's Strictures on "The Theory of the Leisure Class"," Journal of Political Economy, University of Chicago Press, vol. 8, pages 106-106.
    19. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    20. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
    21. Peterson, Robert A, 1994. "A Meta-analysis of Cronbach's Coefficient Alpha," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 381-391, September.
    22. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    23. Gould, Stephen J, 1991. "The Self-Manipulation of My Pervasive, Perceived Vital Energy through Product Use: An Introspective-Praxis Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 194-207, September.
    24. Veblen, Thorstein, 1899. "The Theory of the Leisure Class," History of Economic Thought Books, McMaster University Archive for the History of Economic Thought, number veblen1899.
    25. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    26. Milas, Goran & Mlacic, Boris, 2007. "Brand personality and human personality: Findings from ratings of familiar Croatian brands," Journal of Business Research, Elsevier, vol. 60(6), pages 620-626, June.
    27. M. Joseph Sirgy, 2018. "Self-congruity theory in consumer behavior: A little history," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(2), pages 197-207, April.
    28. Willems, Kim & Janssens, Wim & Swinnen, Gilbert & Brengman, Malaika & Streukens, Sandra & Vancauteren, Mark, 2012. "From Armani to Zara: Impression formation based on fashion store patronage," Journal of Business Research, Elsevier, vol. 65(10), pages 1487-1494.
    29. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    30. Jihyun Kim & Hyun-Mee Joung, 2016. "Psychological underpinnings of luxury brand goods repurchase intentions: Brand--self congruity, emotional attachment, and perceived level of investment made," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 284-299, June.
    31. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
    32. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Post-Print hal-02312117, HAL.
    33. Merrilees, Bill & Miller, Dale, 2010. "Brand morphing across Wal-Mart customer segments," Journal of Business Research, Elsevier, vol. 63(11), pages 1129-1134, November.
    34. Ko, Eunju & Phau, Ian & Aiello, Gaetano, 2016. "Luxury brand strategies and customer experiences: Contributions to theory and practice," Journal of Business Research, Elsevier, vol. 69(12), pages 5749-5752.
    35. Raouf Ahmad Rather & Shehnaz Tehseen & Murtaza Hassan Itoo & Shakir Hussain Parrey, 2019. "Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(2), pages 196-217, April.
    36. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.
    37. Das, Gopal, 2014. "Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 130-138.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    3. Serrano-Arcos, Mª Mar & Sánchez-Fernández, Raquel & Pérez-Mesa, Juan Carlos & Riefler, Petra, 2022. "A Review of Consumer Affinity Research: Recent Advances and Future Directions," MPRA Paper 119881, University Library of Munich, Germany.
    4. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    5. Li, Fajin & Cheng-Xi Aw, Eugene & Wei-Han Tan, Garry & Cham, Tat-Huei & Ooi, Keng-Boon, 2022. "The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    2. Sangeeta Devanathan, 2020. "Indian Consumers’ Assessment of ‘Luxuriousness’: A Comparison of Indian and Western Luxury Brands," IIM Kozhikode Society & Management Review, , vol. 9(1), pages 84-95, January.
    3. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    4. Loussaïef, Leïla & Ulrich, Isabelle & Damay, Coralie, 2019. "How does access to luxury fashion challenge self-identity? Exploring women's practices of joint and non-ownership," Journal of Business Research, Elsevier, vol. 102(C), pages 263-272.
    5. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2020. "A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention," SAGE Open, , vol. 10(4), pages 21582440209, December.
    6. Rubal Rathi & Ruchi Garg & Aakanksha Kataria & Ritu Chhikara, 2022. "Evolution of luxury marketing landscape: a bibliometric analysis and future directions," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 241-257, May.
    7. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    8. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    9. Makkar, Marian & Yap, Sheau-Fen, 2018. "Emotional experiences behind the pursuit of inconspicuous luxury," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 222-234.
    10. Loureiro, Sandra Maria Correia & Jiménez-Barreto, Jano & Romero, Jaime, 2020. "Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Larsen, Gretchen & Lawson, Rob & Todd, Sarah, 2009. "The consumption of music as self-representation in social interaction," Australasian marketing journal, Elsevier, vol. 17(1), pages 16-26.
    12. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    13. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    14. Sharma, Amalesh & Soni, Mauli & Borah, Sourav Bikash & Haque, Tanjum, 2022. "From silos to synergies: A systematic review of luxury in marketing research," Journal of Business Research, Elsevier, vol. 139(C), pages 893-907.
    15. Wang, Zi & Yuan, Ruizhi & Luo, Jun & Liu, Martin J., 2022. "Redefining “masstige” luxury consumption in the post-COVID era," Journal of Business Research, Elsevier, vol. 143(C), pages 239-254.
    16. Seo, Yuri & Buchanan-Oliver, Margo, 2019. "Constructing a typology of luxury brand consumption practices," Journal of Business Research, Elsevier, vol. 99(C), pages 414-421.
    17. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    18. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    19. Ko, Eunju & Costello, John P. & Taylor, Charles R., 2019. "What is a luxury brand? A new definition and review of the literature," Journal of Business Research, Elsevier, vol. 99(C), pages 405-413.
    20. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:120:y:2020:i:c:p:462-472. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.