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

Kumagai, Ken; Nagasawa, Shin'ya

doi:10.1016/j.heliyon.2019.e01581

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

Clicks: 299

ID: 88175

2019

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Ranked #153 of 235 articles by views in Heliyon

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Abstract

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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.

Reference Key	kumagai2019psychologicalheliyon Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors	Ken Kumagai, Shin'ya Nagasawa Are you one of these authors? Claim your profile
Journal	Heliyon
Year	2019
DOI	10.1016/j.heliyon.2019.e01581 Searching for DOI...
URL	https://doi.org/10.1016/j.heliyon.2019.e01581
Keywords	business

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