Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US

Abstract

PurposeDespite the growing research into luxury symbolism and its influence on consumer behavior, few studies have investigated the underlying psychological processes that occur in different cultural contexts. This study investigates the relationships among luxury symbolism, psychological underpinnings of self-congruity, self-affirmation and customer loyalty, especially regarding how these relationships differ between consumers in China and those in the US.Design/methodology/approachSample data were collected through surveys administered to 653 participants (327 in China and 326 in the US). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses.FindingsThe results show that luxury symbolism positively influences self-consistency, social consistency, social approval and self-esteem, and subsequently impacts self-affirmation and customer loyalty. However, for US consumers, self-esteem and social approval have significantly negative impacts on self-affirmation, while for Chinese consumers, social approval has no significant impact on self-affirmation. The authors also find that interdependent self-construal positively moderates the relationship between luxury symbolism, and social approval and social consistency. Independent self-construal positively moderates the relationship between luxury symbolism and self-consistency, and negatively influences the relationship between luxury symbolism and self-esteem.Originality/valueBased on the theory of self-congruity and self-affirmation, this study fills a literature gap by revealing the psychological underpinnings regarding luxury symbolism and customer loyalty. It extends extant studies in luxury consumption by introducing self-construal (independent self vs interdependent self) as an important cultural moderator in luxury symbolism. This paper provides insights for luxury practitioners to create efficient marketing strategies by satisfying consumers' psychological needs in different cultures.

Luxury consumption amidst the COVID-19 pandemic

“…, 2012) amidst the pandemic. Thus, this study supports consumers seeking new meanings and benefits from luxury consumption amidst the pandemic (Wang et al. , 2022b).…”

“…, 2017). It refers to the extent to which consumers link psychological meaning with luxury goods (Wang, 2021) and has two purposes: (1) validating self-identity, promoting social identity and social values and enhancing interdependent self-concept and (2) enhancing self-image and serving personal values (Wang et al. , 2022b; Kastanakis and Balabanis, 2014).…”

“…Symbolism is the most important feature of a luxury good (Shaikh et al, 2017). It refers to the extent to which consumers link psychological meaning with luxury goods (Wang, 2021) and has two purposes: (1) validating self-identity, promoting social identity and social values and enhancing interdependent self-concept and (2) enhancing self-image and serving personal values (Wang et al, 2022b;Kastanakis and Balabanis, 2014). Luxury consumption is traditionally characterised by consumers' motivation to express themselves (regarding status, identity, power and group belongingness), as well as build their personality links with luxury brands in a visible manner (Bronner and de Hoog, 2019).…”

“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector

“…In addition to social identity, the self-congruity theory explains that consumers seek consistency in cognition (such as beliefs, values, and personality) and behavior. Inconsistency would make consumers feel worried, anxious, or dissatisfied ( Wang et al, 2022 ). Thus, consumers are more likely to have positive attitudes and behaviors when they hold consistent (similar) beliefs about objects or events ( Sirgy et al, 1997 ).…”

Luxury Consumption Tendency Scale (LCTS): adaptação e validação para o contexto brasileiro

“…O estudo do consumo de luxo tem sido uma preocupação, especialmente no campo de conhecimento do marketing (Wang et al, 2022;Kerviler & Rodriguez, 2019). Não se observa consenso entre pesquisadores da área quanto à definição do termo.…”