IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-36126-6_86.html
   My bibliography  Save this book chapter

Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Eirini Koronaki

    (University of Patras)

  • Prokopis K. Theodoridis

    (University of Patras)

  • George G. Panigyrakis

    (Cyprus University of Technology)

Abstract

The importance of brand experience in the luxury context has been increasingly gaining attention recently, due to the need to provide consumer with unique moments of connection. This research builds on the growing body of literature, in an attempt to identify the brand attachment’s contribution to that and how self-brand connections can be affecting the process, and also examine the influence of luxury values, national values and human personality on brand attachment. Role theory is used as an underlying theory, specifically analysing consumer’s identity, role formation and role enactment. Using a questionnaire-based survey for existing luxury customers, the findings indicate that brand attachment positively impacts brand experience, through the mediating role of self-brand connections and highlight the positive influence of luxury and national values play, and the negative of human personality. The results demonstrate the importance of brand attachment as a tool to create strong experiences, and indicate managerial implications for consumers’ selves’ connections to luxury brands.

Suggested Citation

  • Eirini Koronaki & Prokopis K. Theodoridis & George G. Panigyrakis, 2020. "Linking Luxury Brand Experience and Brand Attachment Through Self-Brand Connections: A Role-Theory Perspective," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Prokopios Theodoridis (ed.), Strategic Innovative Marketing and Tourism, pages 783-788, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-36126-6_86
    DOI: 10.1007/978-3-030-36126-6_86
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:prbchp:978-3-030-36126-6_86. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.