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

Donvito, Raffaele; Aiello, Gaetano; Laura, G; Godey, Bruno; Pederzoli, Daniele; Wiedmann, Klaus Peter; Halliburton, Chris; Chan, Priscilla; Tsuchiya, Junji; Скоробогатых, Ирина; Oh, Hyun-Joo; Singh, Rahul; Ewing, Mike; Lee, Yuri; Fei, Li; Chen, Cindy Rong; Lai, Gina W F

doi:10.1016/j.jbusres.2020.06.047

Cited by 41 publications

(33 citation statements)

References 112 publications

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“…Furthermore, there is evidence that consumer-brand personality congruity triggers brand love (Rodrigues and Rodrigues, 2019) and their self-concept congruity leads to arousal of positive consumer emotions (Samala and Singh, 2019). There is some evidence that personality congruity strengthens brand attachment (Donvito et al, 2020). Similarly, we believe a positive perception of inner and social self among luxury fashion consumers can trigger brand love.…”

Section: Self-expressions and Brand Lovementioning

confidence: 58%

“…This is true because consumers of luxury pay a premium price for the exclusivity. The personality congruity strengthens consumers' attachment with the brand (Donvito et al , 2020). However, when brands are unable to meet such an expectation, some negative feelings are aroused, resulting in spreading negative word of mouth (NWOM) (Hegner et al , 2017).…”

Section: Introductionmentioning

confidence: 99%

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Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

Kashif

Devrani

Rehman

et al. 2021

JFMM

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PurposeThere is extensive research where consumer emotions of brand love and brand hate are investigated. However, the studies where a transition in consumer-brand emotions is explored are scant. This paper aims to investigate the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined.Design/methodology/approachThe study is based on a cross-sectional survey conducted among 273 luxury fashion consumers from Pakistan. The structural equation modeling (SEM) technique is employed to test the proposed hypotheses.FindingsAll the proposed hypotheses are supported. Brand jealousy mediates the relationship between brand love and brand hate. Furthermore, value expressiveness buffers the relationship between brand hate and NWOM.Practical implicationsThe luxury fashion marketers should focus on strengthening the symbolic identity of a luxury fashion brand via advocating its visual elements. Moreover, there is a need to advertise luxury fashion brands as exclusive to individual customers. Finally, some rewards can be offered to consumers to generate positive word of mouth (WOM) about luxury fashion brands.Originality/valueThe study of an emotional transition among luxury brand customers via a mediating role of brand jealousy is a unique theoretical contribution. Moreover, the moderating role of the value-expressiveness function examining the hate-to-NWOM path is also unique to this study.

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Section: Self-expressions and Brand Lovementioning

confidence: 58%

Section: Introductionmentioning

confidence: 99%

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

Kashif

Devrani

Rehman

et al. 2021

JFMM

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“…Olk (2020) specifies that self-congruence increases the insight of validity, which depends on the consumer actual self-congruence. However, Donvito et al (2020) define self-congruence in the context of luxury brand attachment. Plewa and Palmer (2014) concludes that there was a little experimental evidence that confirmed the credibility of the self-congruity theory.…”

Section: Self-congruencementioning

confidence: 99%

A self-congruence and impulse buying effect on user’s shopping behaviour over social networking sites: an empirical study

Chauhan

Banerjee

Chakraborty

et al. 2021

IJPCC

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Purpose This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The study was designed to determine the level of consumer's sense of belonging towards apparel shopping by applying the concept of self-congruence. Design/methodology/approach The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 569 consumers. The study was conducted by using questionnaire to collect the responses from the central zone of India. The results support most of the projected hypotheses. Findings The study focused on the shopping behaviour of consumer such as self-congruence, impulse buying, hedonic values and consumer satisfaction. The results of the study highlight the association of constructs and analysed the mediation relation of hedonic and impulse buying constructs. The results revealed a positive association among the constructs and also found a partial mediation effect in their relation with constructs. Research limitations/implications The findings are outcomes of an empirical study conducted in the fashion apparel industry of India based on the sample set of urban consumers. The study is restricted to the direct and indirect relationship of constructs. Further, research can examine by using moderating constructs like demographic factors (gender, age, income, etc.) and other shopping behaviours (like brand loyalty, brand love, brand attachment) for more clarity in results. Moreover, the study limited is with fashion apparel, whereas there are many categories in the fashion industry like accessories, perfumes, cosmetic products, footwear and also other products industry. Practical implications The study provided valuable inputs to the literature of marketing where self-congruence affects consumer shopping behaviour such as impulse buying, hedonic values and consumer satisfaction. The study proposes a practical approach that can help the marketing professionals and product developers to have a deep understanding about consumer shopping behaviour for facilitating consumer-oriented goods in the Indian fashion industry. Originality/value This is one of the first studies in the fashion industry to test the association of self-congruence with hedonic value and consumer satisfaction. This relation is not tested in context of fashion apparel. Additionally, this study also examined the mediating effect of hedonic value and impulse buying in relation with self-congruence and consumer satisfaction in the Indian context.

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“…Consumers' personalities have been found to predict the types of brands that they prefer (Mulyanegara et al, 2009). Consumer personality and brand personality congruency has been found to influence brand reputation (Arora et al, 2021) as well as on luxury brand attachment (Donvito et al, 2020). A study by Langstedt and Atkin (2013) evaluated SVOD platform consumption consumers' perceived personalities against television consumption.…”

Section: Trait Theorymentioning

confidence: 99%

How consumers' personalities, lifestyles and demographics predict SVOD genre and SVOD platform consumption

Palomba

2021

JCMARS

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PurposeStreaming video on demand (SVOD) services are comprised of digital media content creation and content distribution that provide a vast array of genre content playable on an assortment of different technology platforms. Additionally, these digital services are equipped to collect data and information on consumers. However, these services do not capture extensive consumer demographics, lifestyles or personalities information.Design/methodology/approachTo resolve this discrepancy, collecting external information such as complete demographics, personalities and lifestyles of consumers can be useful in advancing SVOD consumer behavior knowledge. This study examined how consumer demographics, lifestyles and personalities may predict SVOD genre consumption and SVOD platform consumption. A survey was executed and disseminated to collect consumer information across these dimensions. Multiple linear regressions and a structural equation model were formed to explicate variance.FindingsConsumer demographics, lifestyles and personalities’ information do predict SVOD genre consumption and SVOD platform consumption.Originality/valueMedia selection and trait theory have not been applied to understanding unexplained variance behind consumer media consumption, and are often used to predict media consumption variance among consumers. These findings illustrate that, while digital consumer touchpoints are necessary to collect and analyze, marketers should not lose sight of easily-obtainable consumer data, much of which dictates consumption choices.

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

Cited by 41 publications

References 112 publications

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

Love is not blind: investigating a love-hate transition among luxury fashion brand consumers

A self-congruence and impulse buying effect on user’s shopping behaviour over social networking sites: an empirical study

How consumers' personalities, lifestyles and demographics predict SVOD genre and SVOD platform consumption

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