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

*この研究の対応する著者

研究成果: Chapter

4 被引用数 (Scopus)

抄録

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.

本文言語English
ホスト出版物のタイトルDevelopments in Marketing Science
ホスト出版物のサブタイトルProceedings of the Academy of Marketing Science
出版社Springer Nature
ページ295-304
ページ数10
DOI
出版ステータスPublished - 2016

出版物シリーズ

名前Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN(印刷版)2363-6165
ISSN(電子版)2363-6173

ASJC Scopus subject areas

  • マーケティング
  • 戦略と経営

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