The relationship of self-congruity and attitude towards luxury brand

Research output: Contribution to journalArticlepeer-review

Abstract

This research aims to explain the relation of self-congruity and attitudes towards the luxury brand and fashionable lifestyle as the moderation variable. The self-congruity divides into actual, ideal and social self-image. The brand attitude divides into cognitive, affective and conative. The sampling technique uses accidental sampling. The results of the study show that the ideal and social self-congruity does not affect the cognitive and affective attitudes shown by the sample. The fashionable lifestyle does not moderate the relationship between ideal self-congruence and conative attitude. In conclusion, fashionable lifestyle does not moderate the effect of ideal self-congruence on attitudes.

Original languageEnglish
Pages (from-to)888-905
Number of pages18
JournalOpcion
Volume35
Issue numberSpecial Issue 22
Publication statusPublished - 2019

Keywords

  • Attitude
  • Brand
  • Fashionable
  • Luxury
  • Self-Congruity

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