Conceptualising luxury brand attachment: scale development and validation

Shimul, Anwar Sadat; Phau, Ian; Lwin, Michael

doi:10.1057/s41262-019-00158-6

Cited by 44 publications

(54 citation statements)

References 68 publications

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“…In a marketing context, consumers are also inclined to build and maintain emotionally charged associations with brands (Belk 1988;Schouten and McAlexander 1995;Fournier 1998). Emotional brand attachment, introduced by Thomson et al (2005), reflects the bond between a consumer and a specific brand and involves feelings toward the brand (Shimul et al 2019;Fastoso and González-Jiménez 2018). Emotional brand attachments are positively associated with feelings of unique dimensions, namely connection, affection and passion (Thomson et al 2005).…”

Section: Emotional Brand Attachmentmentioning

confidence: 99%

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Bian

2020

J Brand Manag

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To enhance brand performance and to protect original brands from the unprecedented upsurge of counterfeits, marketers are continuously looking for effective anti-counterfeiting methods. Developing and maintaining emotional brand attachment and brand involvement with consumers have become a strategic marketing endeavor of luxury brands. A significant question bearing both theoretical and practical implications, however, is whether emotional brand attachment or brand involvement is more apposite to warrant a luxury brand's performance and to safeguard the original brand from counterfeits, which remains unanswered. To address this knowledge gap, a survey was conducted. On the basis of an empirical study, this paper reveals that emotional brand attachment is a more prominent influencer than brand involvement to escalate original brand patronage although the effect of brand involvement is also significant. However, while improved brand involvement pushes consumers to patronize counterfeits, higher emotional brand attachment does not result in increased counterfeit patronage. These effects do not vary as a function of previous experience of either originals or counterfeits. Findings of this research contribute to brand literature by presenting empirical evidence of distinct influence of emotional brand attachment over brand involvement, which represents significant practical implications in relation to strategic brand management and anti-counterfeiting strategies.

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Section: Emotional Brand Attachmentmentioning

confidence: 99%

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Bian

2020

J Brand Manag

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“…Given that luxury brands are marketed for their prestige and exclusivity, connecting with luxury brands, in particular, can signal a consumer's social status (Eastman et al, 2020; Jacob et al, 2019), covey a consumer's personal or cultural values (Ko, Costello, & Taylor, 2019), or even fulfill a consumer's need for uniqueness relative to peers (Butcher, Phau, & Shimul, 2017; Eastman et al, 2020). Being able to establish connections with consumers has been regarded as an essential feature in the success of marketing of luxury brands (Shimul, Phau, & Lwin, 2019).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

Xian

Loken

Wang

2020

J of Consumer Behaviour

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Marketing managers of luxury brands often use exclusionary marketing tactics that can lead consumers to feel rejected by those brands. In our research, we examine whether consumers with independent self‐construals are more likely than those with interdependent self‐construals to downgrade their evaluations of a luxury brand when feeling rejected by it. Results of three studies support this hypothesis. Using a manipulation of brand rejection with hypothetical future scenarios, study 1 provides evidence that consumers with a higher chronic independent (versus interdependent) self‐construal are more likely to lower their brand attitudes and purchase intentions of a desirable luxury brand that rejects them. Study 2 replicates the moderating effect of self‐construal at a cultural level, comparing Chinese and American respondents. Study 3 again compares self‐construals at a cultural level, but manipulates brand rejection by asking respondents to recall a prior rejection experience. Importantly, Study 3 reveals a mediating influence of self‐brand connection. That is, independents, when recalling an experience of luxury brand rejection, were more likely than interdependents to report a decrease in their feelings of connectedness to the rejecting brand, which in turn resulted in lower attitudes toward the brand and lower purchase intentions. Our findings provide luxury brand marketers with insights for both niche branding strategy design and cross‐cultural customer relationship management.

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“…This leads to a high level of self-esteem (Zhu, Teng, Foti, & Yuan, 2019). Customers can express their desired self-concept due to the fact that the personality of the luxury brand is transferred to the consumer's personality (Shimul, Phau, & Lwin, 2019). The owner of a luxury brand receives social acceptation by his environment because of this brand (Dogan, Ozkara, & Dogan, 2018).…”

Section: The Self-expression Model Related To Luxury Brands -Conclusionmentioning

confidence: 99%

“…Luxury brands possess a strong brand personality (Boccardi, Ciappei, Zollo, & Laudano, 2016). Customers have the ability to transfer the brand image to their own image and have the possibility to achieve their aspired values due to the symbolic value of luxury brands (Shimul et al, 2019). The fact that individuals buy products not only for utilitarian reasons but also because of their symbolic meaning explains that consumers buy products due to cognitive and even affective unconscious reasons (Seo & Buchanan-Oliver, 2019).…”

Section: The Self-expression Model Related To Luxury Brands -Conclusionmentioning

confidence: 99%

The self-concept in consumer behaviour based on the example of luxury brands

Jakob¹

2020

BIT

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Conceptualising luxury brand attachment: scale development and validation

Cited by 44 publications

References 68 publications

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Counterfeit versus original patronage: Do emotional brand attachment, brand involvement, and past experience matter?

Leave or stay? The role of self‐construal on luxury brand attitudes and purchase intentions in response to brand rejection

The self-concept in consumer behaviour based on the example of luxury brands

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