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.
| Translated title of the contribution | The relationship of self-congruity and attitude towards luxury brand |
|---|---|
| Original language | Spanish |
| Pages (from-to) | 888-905 |
| Number of pages | 18 |
| Journal | Opcion |
| Volume | 35 |
| Issue number | Special Issue 22 |
| Publication status | Published - 2019 |
Keywords
- Attitude
- Brand
- Fashionable
- Luxury
- Self-Congruity