Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector.

Raffaele Donvito; Gaetano Aiello; Bruno Godey; Daniele Pederzoli; Klaus Peter Wiedmann; Nadine Hennings; Christiane Klarmann; Priscilla Chan; Chris Halliburton; Junji Tsuchiya; Taro Koyama; Irina Ivanovna Skorobogatykh; Bart Weitz; Hyunjoo Oh; Mike Ewing; Joshua Newton; Yuri Lee; Li Fei; Cindy Rong Chen

doi:10.1007/978-3-319-24184-5_79

Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector.

Raffaele Donvito^*, Gaetano Aiello, Bruno Godey, Daniele Pederzoli, Klaus Peter Wiedmann, Nadine Hennings, Christiane Klarmann, Priscilla Chan, Chris Halliburton, Junji Tsuchiya, Taro Koyama, Irina Ivanovna Skorobogatykh, Bart Weitz, Hyunjoo Oh, Mike Ewing, Joshua Newton, Yuri Lee, Li Fei, Cindy Rong Chen

^*Corresponding author for this work

School of Humanities and Social Sciences

Research output: Chapter in Book/Report/Conference proceeding › Chapter

4 Citations (Scopus)

Abstract

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. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are 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 10 countries. The empirical research considers specifically 6 luxury brands. In term of results 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.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	295-304
Number of pages	10
DOIs	https://doi.org/10.1007/978-3-319-24184-5_79
Publication status	Published - 2016

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Keywords

Brand Personality
Consumer Research
Human Personality
Luxury Consumption
Luxury Good

ASJC Scopus subject areas

Marketing
Strategy and Management

Access to Document

10.1007/978-3-319-24184-5_79

Cite this

Donvito, R., Aiello, G., Godey, B., Pederzoli, D., Wiedmann, K. P., Hennings, N., Klarmann, C., Chan, P., Halliburton, C., Tsuchiya, J., Koyama, T., Skorobogatykh, I. I., Weitz, B., Oh, H., Ewing, M., Newton, J., Lee, Y., Fei, L., & Chen, C. R. (2016). Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 295-304). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-24184-5_79

Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector. / Donvito, Raffaele; Aiello, Gaetano; Godey, Bruno et al.

Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2016. p. 295-304 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Donvito, R, Aiello, G, Godey, B, Pederzoli, D, Wiedmann, KP, Hennings, N, Klarmann, C, Chan, P, Halliburton, C, Tsuchiya, J, Koyama, T, Skorobogatykh, II, Weitz, B, Oh, H, Ewing, M, Newton, J, Lee, Y, Fei, L & Chen, CR 2016, Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 295-304. https://doi.org/10.1007/978-3-319-24184-5_79

Donvito R, Aiello G, Godey B, Pederzoli D, Wiedmann KP, Hennings N et al. Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2016. p. 295-304. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-24184-5_79

Donvito, Raffaele ; Aiello, Gaetano ; Godey, Bruno et al. / Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2016. pp. 295-304 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

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abstract = "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. From a theoretical point of view, human personality, brand personality, store personality, congruence and attachment constructs are 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 10 countries. The empirical research considers specifically 6 luxury brands. In term of results 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.",

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Are You Like Me? I Will Be Attached to You. Empirical Findings from an International Research About Consumer, Brand and Store Personality Congruence in Luxury Sector.

Abstract

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Keywords

ASJC Scopus subject areas

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