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Congruence between consumer, brand and store personality in luxury sector: the results of an international research

Author

Listed:
  • Raffaele Donvito
  • Gaetano Aiello

    (EM - EMLyon Business School)

  • Bruno Godey

    (Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School, Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School)

  • Daniele Pederzoli

    (Pôle Markets, Brands & Experiences - Rouen Business School - Rouen Business School, Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School)

  • Klaus-Peter Wiedmann
  • Nadine Hennigs
  • Christiane Klarmann
  • Priscilla Chan
  • Chris Halliburton

Abstract

Objectives. 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. Methodology. From a theoretical point of view, human personality, brand personality and store personality research streams are considered. The paper takes into account relevant theoretical contributions developed on congruence between consumer, brand and store personality. Then the attachment construct is 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 Western Europe (France, Germany, Italy, UK). The empirical research considers specifically 6 luxury brands. Results and conclusions: 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 discovering at the same time specific country peculiarities.

Suggested Citation

  • Raffaele Donvito & Gaetano Aiello & Bruno Godey & Daniele Pederzoli & Klaus-Peter Wiedmann & Nadine Hennigs & Christiane Klarmann & Priscilla Chan & Chris Halliburton, 2013. "Congruence between consumer, brand and store personality in luxury sector: the results of an international research," Post-Print hal-01078836, HAL.
    • Handle: RePEc:hal:journl:hal-01078836
    as

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