Luxury brand attachment: Predictors, moderators and consequences

Shimul, Anwar Sadat; Phau, Ian

doi:10.1111/ijcs.12799

Cited by 28 publications

(32 citation statements)

References 168 publications

(261 reference statements)

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“…Mal€ ar et al, 2011;Gu evremont, 2021). Consumers sense an affectionate tie with the self-congruent brand that helps validate the consumers' self-concept (Shimul and Phau, 2022). Despite the debate over conceptual similarities between brand love and attachment (Moussa, 2015), studies have found that a higher level of perceived brand self-congruence enhances consumers' brand love, attachment and advocacy intentions (e.g.…”

Section: Introductionmentioning

confidence: 99%

“…In particular, the identity-related aspects of the brand make it a key factor in shaping consumer-brand relationships, as consumers often use brands to express their self-concept and identity. In addition, the desire for self-expansion motivates consumers to seek out brands that align with their self-concept and allow them to express their identities (Shimul and Phau, 2022). Besides, the complex nature of the consumer-brand relationship indicates that brand advocacy is not solely driven by the functional benefits of the product or service but also by emotional connections and attachment to the brand (Bhati and Verma, 2020).…”

Section: Introductionmentioning

confidence: 99%

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The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

Shimul

Phau

2023

MIP

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PurposeThis paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.Design/methodology/approachA total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model.FindingsThe findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy.Practical implicationsThe findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship.Originality/valueThis research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

Shimul

Phau

2023

MIP

Self Cite

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“…Netflix) brands. Therefore, future research may also develop and validate new scales for specific categories and contexts (Shimul and Phau 2022). Nonetheless, the current limitation of employing a qualitative approach needs further attention.…”

Section: Methodological Advancementmentioning

confidence: 99%

Brand attachment: a review and future research

Shimul

2022

J Brand Manag

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This paper conducts an integrative review and provides a synthesisation of key themes in the brand attachment literature. A total of 171 papers were selected and analysed using a framework-based approach. In addition to exploring the theories and frameworks, this review summarises the contexts, antecedents, outcomes, mediators, and moderators of brand attachment. Based on the gaps identified in current studies, directions are provided for future brand attachment research. The review suggests that there are multiple directions in which to take the domain further. Theoretical underpinnings require conceptual clarity and consistency with attachment theory, and the development and validation of research frameworks are essential. Furthermore, the application of contextual measurements and rigorous methodologies is warranted to address the shortcomings of the current literature. The recommendations of this review are expected to facilitate advancements in brand attachment research.

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“…, 2016; Eisend, 2019; Jiang and Shan, 2018; Khan et al. , 2021; Shimul and Phau, 2022). As the trading of fashion items has become a lucrative business, companies engaged in counterfeiting have increased rapidly (Hudders et al.…”

Section: Introductionmentioning

confidence: 99%

“…The proliferation of production and consumption of counterfeit luxury products worldwide has attracted the attention of marketing researchers (Fink et al, 2016;Eisend, 2019;Jiang and Shan, 2018;Khan et al, 2021;Shimul and Phau, 2022). As the trading of fashion items has become a lucrative business, companies engaged in counterfeiting have increased rapidly (Hudders et al, 2014;Qin et al, 2022).…”

Section: Introductionmentioning

confidence: 99%

Risk-taking and WOM as moderators in the relationship between status consumption, brand image and purchase intention of counterfeit brand shoes

Patel

Singh²,

Parayitam³

2022

JAMR

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PurposeThe study's objective is to examine the consumers' intention to buy counterfeit brand shoes. A conceptual model is developed to test the risk-taking and word-of-mouth (WOM) as a moderator in the relationship between status consumption, brand image, and consumer intention to buy counterfeit shoes.Design/methodology/approachBased on the theory of reasoned action (TRA) and signaling theory (ST), this research was conducted in the Indian National Capital Region. Using a structured instrument, the data was collected from 240 respondents. After checking the psychometric properties of the survey instrument using the Lisrel package of structural equation modeling, Hayes's PROCESS macros were used for testing the hypotheses.FindingsThe findings from the study indicate that (1) status consumption and brand image are positively associated with purchase intention of counterfeit brand shoes, and (2) risk-taking moderates the relationship between (1) status consumption and purchase intention, and (2) brand image and purchase intension, (3) significant three-way interaction between WOM, risk-taking and status consumption on purchase intention, and (4) significant three-way interaction between brand image, WOM, and risk-taking on purchase intention of counterfeit brand shoes.Research limitations/implicationsAs with any survey research, this study has common method variance as a potential problem. However, through the latent variable method and Harman's single-factor analysis, the common method variance was checked. The study has several implications for managers, e-marketers, and consumers.Practical implicationsThe study has several implications for marketers selling counterfeit products and managers intending to protect their branded products.Originality/valueA conceptual model showing two-way and three-way interactions between status consumption, risk-taking, and WOM influencing the consumer purchase intention of counterfeit products was discussed. This is the first of its kind in India to explore such relationships.

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Luxury brand attachment: Predictors, moderators and consequences

Cited by 28 publications

References 168 publications

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

Brand attachment: a review and future research

Risk-taking and WOM as moderators in the relationship between status consumption, brand image and purchase intention of counterfeit brand shoes

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