Psychological underpinnings of luxury brand goods repurchase intentions: Brand--self congruity, emotional attachment, and perceived level of investment made

This study unveils how affluent US consumers process, connect to, and invest various resources regarding luxury brands. The study examines relationships of brand--self congruity, emotional brand attachment, perceived level of investment, and repurchase intentions of a luxury brand. A nationwide, representative online survey was used and 476 adult consumers provided usable responses in the US. Findings from path analyses indicate that consumers’ luxury brand--self congruity positively and significantly predicted both emotional attachment to luxury brands and the perceived level of investment made toward the luxury brand. The perceived level of investment made toward the luxury brand positively impacted the consumers’ repurchase intention toward the brand and mediated interrelationships among the research constructs. Findings of the current study offer a conceptual framework for luxury retailers and marketers to enhance their brand strategies as well as the consumers’ experiences with the luxury brand. Managerial and theoretical implications are provided.