Purpose This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands. Design/methodology/approach Using a sample of Australian consumers, this study examines two luxury fashion brands (CK and Chanel) from two product categories, watches and sunglasses. Structural equation modeling is used to test the hypotheses. Findings This study finds that user and usage imagery congruity are stronger predictors for brand attitude and brand loyalty than BPC in the context of the luxury fashion brands tested. Both user and usage imagery congruity have significant effects in brand attitude and brand loyalty in most analyses. This study finds no significant effect of BPC in either brand attitude or brand loyalty for the two brands tested. Research limitations/implications Future studies should include more populations, product categories and more brands in each category. Practical implications Symbolic benefits are key motivations behind luxury brand purchases. Symbolic benefits are from non‐product‐related attributes like imagery. One important implication of the study is that user and usage imagery are more important to build than attempts to develop a brand's personality. Because most luxury brands market in multiple product categories, attention should be paid to the core perceptions of user and usage imagery for the brand when designing communication strategies for different categories. Originality/value This study provides the first evidence that these self‐congruity concepts may represent different imageries that lead to different effects in brand attitude and brand loyalty. Findings from this study add to the understanding of the consumption of luxury brands.
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