Luxury Brand Attachment: Predictors, Moderators and Consequences

Shimul, A. S., & Phau, I. (2022). Luxury Brand Attachment: Predictors, Moderators and Consequences. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12799

40 Pages Posted: 20 May 2022 Last revised: 10 Jun 2022

See all articles by Anwar Sadat Shimul

Anwar Sadat Shimul

Curtin University of Technology - Curtin Business School - Bentley Campus

Ian Phau

Curtin University

Date Written: March 12, 2022

Abstract

While there is ample evidence that consumer attachment varies across luxury and non-luxury brands, there is a lack of research in understanding the predictors, moderators and consequences of luxury brand attachment. This paper aims to develop and test a research model for luxury brand attachment (study 1), examine the moderating influence of self-consciousness on the relationship between actual/ideal self-congruence and luxury brand attachment (study 2), and validate the research model across privately and publicly consumed products (study 3). Data (n=961) were analysed using Structural Equation Modelling with the IBM SPSS AMOS 25.0. The results show that consumers’ perceived actual and ideal self-congruence have a significant positive impact on luxury brand attachment. In addition, luxury brand attachment results in consumer advocacy. Private (public) self-consciousness enhances the relationship between actual (ideal) self-congruence and luxury brand attachment. However, social anxiety did not influence the relationship between self-congruence and luxury brand attachment. Moreover, the relationship between actual self-congruence and luxury brand attachment was stronger for privately consumed products. This research would provide luxury managers with an understanding of how consumers develop a bond with luxury brands based on the perceived brand self-congruence. The LBA model would also help managers segment luxury consumers and identify the segments with low, medium and high attachment. Also, using the findings of this research, luxury managers can incorporate the relevant aspect of self-congruence into brand positioning and advertising messages.

Keywords: luxury brand attachment, brand self-congruence, consumer advocacy, self-consciousness, private/public consumption

JEL Classification: M31

Suggested Citation

Shimul, Anwar Sadat and Phau, Ian, Luxury Brand Attachment: Predictors, Moderators and Consequences (March 12, 2022). Shimul, A. S., & Phau, I. (2022). Luxury Brand Attachment: Predictors, Moderators and Consequences. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12799, Available at SSRN: https://ssrn.com/abstract=4055943 or http://dx.doi.org/10.2139/ssrn.4055943

Anwar Sadat Shimul (Contact Author)

Curtin University of Technology - Curtin Business School - Bentley Campus ( email )

GPO Box U1987
Perth WA 6845
Australia

Ian Phau

Curtin University ( email )

Kent Street
Bentley
Perth, WA WA 6102
Australia

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