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The Effect of Consumer`s Brand Identification about Luxury Fashion Brand on Brand Attachment: The Moderating Effect of Self-Monitoring and Social Self-Esteem
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  • Journal title : Family and Environment Research
  • Volume 54, Issue 1,  2016, pp.97-106
  • Publisher : The Korean Home Economics Association
  • DOI : 10.6115/fer.2016.008
 Title & Authors
The Effect of Consumer`s Brand Identification about Luxury Fashion Brand on Brand Attachment: The Moderating Effect of Self-Monitoring and Social Self-Esteem
Kim, Soo Jin; Wee, Eun Hah;
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 Abstract
The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer`s brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer`s brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer`s brand-identification and social self-esteem was found out to be meaningful at brand affect.
 Keywords
brand-identification;brand attachment;self-monitoring;social self-esteem;
 Language
Korean
 Cited by
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