Work

Psychological switching mechanism of consumers' luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity

Year: 2019

Type: article

Abstract: This paper discusses the relationships between store location prestige, location self-congruity, brand luxury, and brand attitude. The result of structural equation modeling revealed that location prestige impacted ideal social location self-congruity positively contributing to consumers' luxury brand attitudes, while it impacted actual location self-congruity negatively contributing to consumers' non-luxury brand attitudes. The findings also implied that consumers switched referential self-concept when they evaluated different brands. This psychological switching mechanism of consumers' brand attitude formation suggests it difficult for a non-luxury company to raise its brand equity by acquiring a prestigious store location, referring to the luxury strategy.

Source: Heliyon

DOI: 10.1016/j.heliyon.2019.e01581

Authors: Ken Kumagai, Shin'ya Nagasawa

Institutions: Waseda University, Institute for Business and Finance, Waseda University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,500

Funder: Japan Society for the Promotion of Science