Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective

Koronaki, Eirini; Theodoridis, Prokopis K.; Panigyrakis, George G.

doi:10.1007/978-3-030-36126-6_86

Cited by 5 publications

(6 citation statements)

References 17 publications

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“…However, contrary to our hypothesis, SBC weakens the effect of motivations to adopt games by luxury brands on CE with the brands. Consumers' SBC with a luxury brand develops from a symbiotic match between their self-concept, personality, cultural values, and the brand's values (Eirini et al, 2019). The greater the consumers' connection with a brand, the more instrumental the brand becomes in reflecting their self-concept, self-image and even a means for social integration.…”

Section: Discussionmentioning

confidence: 99%

“…Thus, SBC is the degree to which an individual links the perceived brand meaning to their self-concept. Previous studies reflect the significance luxury brands put on building brand attachment through self-brand connections with their consumers (Eirini et al, 2019). Several authors have concluded that CE and SBC are closely related (Harrigan et al, 2018;Moliner et al, 2018).…”

Section: Motivationsmentioning

confidence: 98%

“…While past research has indicated a positive association between customer engagement and self-brand connection (Harrigan et al, 2018;Moliner et al, 2018), self-brand connection (SBC) in the luxury brands' gamification context is more complex and requires specific attention. Luxury brands focus on developing brand attachment through self-brand connections with their consumers (Eirini et al, 2019). However, consumers with a high SBC with the luxury brands of their preference are likely to expect personalized attention and services, both offline and online (Milanesi et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

“…, 2018), self-brand connection (SBC) in the luxury brands' gamification context is more complex and requires specific attention. Luxury brands focus on developing brand attachment through self-brand connections with their consumers (Eirini et al. , 2019).…”

Section: Introductionmentioning

confidence: 99%

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Luxury customer's motivations to adopt gamification

Jain¹,

Saxena

2022

MIP

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PurposeIn the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D) logic theory to investigate the association between motivation to adopt gamification, customer engagement, and affective commitment.Design/methodology/approachData were collected through structured questionnaires from a sample of 242 millennial luxury consumers in India. Collected data were examined using AMOS 25 and Process Macro for SPSS.FindingsThe findings reveal that consumers' social and personal integrative motives for gaming positively influence customer engagement with luxury brands. Further, all three sub-dimensions of customer engagement (conscious attention, enthused participation, and social connection) are also found to positively influence affective commitment. Customer engagement fully mediates the association between motivation and affective commitment, while the self-brand connection is found to weaken the mediated relationship.Originality/valueThis study is one of the first studies to explore luxury consumers' motivations behind engaging in gamification through moderated-mediation framework.

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Section: Discussionmentioning

confidence: 99%

Section: Motivationsmentioning

confidence: 98%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Luxury customer's motivations to adopt gamification

Jain¹,

Saxena

2022

MIP

View full text Add to dashboard Cite

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“…This concept has an important role in consumers' actual and ideal self-expression (Chaplin & John, 2005;Moliner, Monferrer-Tirado & Estrada-Guillén, 2018). Koronaki, Theodoridis and Panigyrakis (2020) found that brand connection positively affected the brand experience through the mediator effect of self-brand connections. Also, according to van der Westhuizen's (2018) study, brand experience has a mediator role in the relationship between selfbrand connection and brand loyalty.…”

Section: Self-brand Connectionmentioning

confidence: 99%

Brand Experience, Its Antecedents and Its Effects on Brand Loyalty in Online TV Streaming Platforms: The Mediation Effect of Brand Attitude and Brand Preference

Erciş

Deveci

2021

Türkiye İletişim Araştırmaları Dergisi

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Online TV streaming platforms are emerging markets. The assessment of customer-brand relations and brand experiences on these platforms will be useful in developing, testing structural models, and examining the indirect-direct effects on brand loyalty. This study aims to determine brand experiences' antecedents and the effects on brand attitude, brand preference, and brand loyalty in terms of online TV streaming platforms. In addition, attempts to provide a different perspective to brand experience models by testing different mediation effects of brand attitude and brand preference. This study proposes a comprehensive model based on a sample consisting of 389 consumers, who are members of at least one online TV streaming platform, and the data, which was collected with an online survey. According to the findings, which were obtained after the structural equation modeling and mediation analyses, self-brand connection has an effect on brand experience dimensions. "Feel", "act", "think" and "relate" dimensions have an effect on brand attitude; "sense", "act", "think" and "relate" dimensions have an effect on brand loyalty, and "sense", "feel" and "think" dimensions have an effect on brand preference. Additionally, brand attitude has an effect * Prof. Dr.

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