Article2014

Determinants of brand loyalty: self-construal, self-expressive brands, and brand attachment

52 citations0/0 files storedInternational Journal of Fashion Design Technology and Education

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

The purpose of this paper was to explore the relationships among self-construal, self-expressive brands, and brand attachment with an emphasis on understanding the link to brand loyalty in US college students (219 women; 41 men; mean age = 21.0). As a result, out of seven hypotheses, six hypotheses were accepted. Independent/interdependent self-construal is positively related to self-expressive brand. Self-expressive brand is positively related to ownership/emotion brand attachment. Ownership/emotion brand attachment is positively related to brand loyalty. Finally, self-expressive brand is positively related to brand loyalty. Results supported propositions of relationship theory and provided practical implications.

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References

1998Principles and Practice of Structural Equation Modeling 1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 2025Advances in Consumer Research 1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework

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