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Psychological underpinnings of luxury brand goods repurchase intentions: Brand--self congruity, emotional attachment, and perceived level of investment made

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  • Jihyun Kim
  • Hyun-Mee Joung

Abstract

This study unveils how affluent US consumers process, connect to, and invest various resources regarding luxury brands. The study examines relationships of brand--self congruity, emotional brand attachment, perceived level of investment, and repurchase intentions of a luxury brand. A nationwide, representative online survey was used and 476 adult consumers provided usable responses in the US. Findings from path analyses indicate that consumers’ luxury brand--self congruity positively and significantly predicted both emotional attachment to luxury brands and the perceived level of investment made toward the luxury brand. The perceived level of investment made toward the luxury brand positively impacted the consumers’ repurchase intention toward the brand and mediated interrelationships among the research constructs. Findings of the current study offer a conceptual framework for luxury retailers and marketers to enhance their brand strategies as well as the consumers’ experiences with the luxury brand. Managerial and theoretical implications are provided.

Suggested Citation

  • Jihyun Kim & Hyun-Mee Joung, 2016. "Psychological underpinnings of luxury brand goods repurchase intentions: Brand--self congruity, emotional attachment, and perceived level of investment made," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 26(3), pages 284-299, June.
    • Handle: RePEc:taf:jgsmks:v:26:y:2016:i:3:p:284-299
    DOI: 10.1080/21639159.2016.1174542
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    Cited by:

    1. Mandler, Timo & Johnen, Marius & Gräve, Jan-Frederik, 2020. "Can’t help falling in love? How brand luxury generates positive consumer affect in social media," Journal of Business Research, Elsevier, vol. 120(C), pages 330-342.
    2. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    3. Shimul, Anwar Sadat & Phau, Ian, 2018. "Consumer advocacy for luxury brands," Australasian marketing journal, Elsevier, vol. 26(3), pages 264-271.
    4. Kauppinen-Räisänen, Hannele & Mühlbacher, Hans & Taishoff, Marika, 2020. "Exploring consumers’ subjective shopping experiences in directly operated luxury brand stores," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    5. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    6. Hafiz Ihsan Ur Rehman & Ayeza Zubair & Maryem Bibi & Saleem Parvaiz & Hafiz Muhammad Imran Akram, 2023. "Impact Of Religiosity And Self-Congruence On Impulsive And Obsessive Behaviour: A Mediation And Moderation Perspective," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 18-33.

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