Congruence between consumer, brand and store personality in luxury sector: the results of an international research

Abstract : Objectives. The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. Methodology. From a theoretical point of view, human personality, brand personality and store personality research streams are considered. The paper takes into account relevant theoretical contributions developed on congruence between consumer, brand and store personality. Then the attachment construct is considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people “luxury experienced” from Western Europe (France, Germany, Italy, UK). The empirical research considers specifically 6 luxury brands. Results and conclusions: This paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment discovering at the same time specific country peculiarities.
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Communication dans un congrès
12th International Marketing Trends Congress, Jan 2013, Paris, France. The proceedings of the International Conference Marketing Trends
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https://hal-rbs.archives-ouvertes.fr/hal-01078836
Contributeur : Sandrine Palmer <>
Soumis le : jeudi 30 octobre 2014 - 14:10:22
Dernière modification le : mardi 6 février 2018 - 15:56:19

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  • HAL Id : hal-01078836, version 1

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Raffaele Donvito, Gaetano Aiello, Bruno Godey, Daniele Pederzoli, Klaus-Peter Wiedmann, et al.. Congruence between consumer, brand and store personality in luxury sector: the results of an international research. 12th International Marketing Trends Congress, Jan 2013, Paris, France. The proceedings of the International Conference Marketing Trends. 〈hal-01078836〉

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