- Volume 54 Issue 1
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.
brand-identification;brand attachment;self-monitoring;social self-esteem
- Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers' identity narratives. Journal of Consumer Research, 32(1), 171-184. http://dx.doi.org/10.1086/429607 https://doi.org/10.1086/429607
- Ball, A. D., & Tasaki, L. H. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 1(2), 155-172. http://dx.doi.org/10.1207/s15327663jcp0102_04 https://doi.org/10.1016/S1057-7408(08)80055-1
- Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. http://dx.doi.org/10.1086/209154 https://doi.org/10.1086/209154
- Bowlby, J. (1969). Attachment and loss, Vol 1. attachment. New York, NY: Basic Books.
- del Rio, A. B., Vazquez, R., & Iglesias, V. (2001). The effects of brand associations on consumer response. Journal of Consumer Marketing, 18(5), 410-425. http://dx.doi.org/10.1108/07363760110398808 https://doi.org/10.1108/07363760110398808
- Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389. http://dx.doi.org/10.1086/497549 https://doi.org/10.1086/497549
- Euromonitor International. (2015). Luxury goods in South Korea. Retrieved January 4, 2016, from http://www.euromonitor.com/luxury-goods-in-south-korea/report
- Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18. http://dx.doi.org/10.1108/07363769610118921 https://doi.org/10.1108/07363769610118921
- Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: A theoretical approach. Journal of Marketing, 31(4), 22-27. http://dx.doi.org/10.2307/1249461 https://doi.org/10.2307/1249461
- Grubb, E. L., & Stern, B. L. (1971). Self-concept and significant others. Journal of Marketing Research, 8(3), 382-385. http://dx.doi.org/10.2307/3149582 https://doi.org/10.2307/3149582
- Kim, S. J., & Kim, G. S. (2009). The effect of consumer's brand attachment of fashion luxury product on brand loyalty. The Research Journal of the Costume Culture, 17(1), 1-14. https://doi.org/10.29049/rjcc.2009.17.1.1
- Kleine, S. S., Kleine, R. E., 3rd., & Allen, C. T. (1995). How is a possession "me" or "not me"? Characterizing types and an antecedent of material possession attachment. Journal of Consumer Research, 22(3), 327-343. http://dx.doi.org/10.1086/209454 https://doi.org/10.1086/209454
- Lee, M. S. (2009). The relationships among body image, social self concept and clothing behaviors of adolescents. Journal of the Korean Society of Clothing and Textiles, 33(3), 433-443. http://dx.doi.org/10.5850/jksct.2009.33.3.433 https://doi.org/10.5850/JKSCT.2009.33.3.433
- Lee, S. H., & Chang, Y. K. (2007). Fashion brand attachment and attitudes toward brand extension. Journal of the Korean Society of Clothing and Textiles, 31(1), 151-161. http://dx.doi.org/10.5850/jksct.2007.31.1.151 https://doi.org/10.5850/JKSCT.2007.31.1.151
- Levy, S. J. (1959). Symbols for sales. Harvard Business Review, 37(4), 117-124.
- Schultz, S. E., Kleine, R. E., & Kernan, J. B. (1989). These are a few of my favorite things: Toward an explication of attachment as a consumer behavior construct. In T. K. Skrull & Association for Consumer Research (Eds.), Advances in Consumer Research: Vol. 16. (pp. 359-366). Prove, UT: The Association for Comsumer Research.
- Shavitt, S., Lowrey, T. M., & Han, S. P. (1992). Attitude functions in advertising: The interactive role of products and self-monitoring. Journal of Consumer Psychology, 1(4), 337-364. http://dx.doi.org/10.1016/s1057-7408(08)80059-9 https://doi.org/10.1016/S1057-7408(08)80059-9
- Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. http://dx.doi.org/10.1086/208924 https://doi.org/10.1086/208924
- Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526-537. http://dx.doi.org/10.1037/h0037039 https://doi.org/10.1037/h0037039
- Snyder, M. (1987). Public appearances private realities: The psychology of self-monitoring. New York, NY: W. H. Freeman.
- Snyder, M., & DeBono, K. G. (1985). Appeals to image and claims about quality: Understanding the psychology of advertising. Journal of Personality and Social Psychology, 49(3), 586-597. http://dx.doi.org/10.1037//0022-35184.108.40.2066 https://doi.org/10.1037/0022-35220.127.116.116
- Sullivan, L. A., & Harnish, R. J. (1990). Body image: Differences between high and low self-monitoring males and females. Journal of Research in Personality, 24(3), 291-302. http://dx.doi.org/10.1016/0092-6566(90)90022-x https://doi.org/10.1016/0092-6566(90)90022-X
- Sung, Y. S., Han, M. K., & Park, E. A. (2004). The influence of brand personality on brand attachment: Focused on the differences in the levels of brand community commitment. Korean Journal of Consumer and Advertising Psychology, 5(3), 15-34.
- Swann, W. B., Jr., De La Ronde, C., & Hixon, J. G. (1994). Authenticity and positivity strivings in marriage and courtship. Journal of Personality and Social Psychology, 66(5), 857-869. http://dx.doi.org/10.1037/0022-3518.104.22.1687 https://doi.org/10.1037/0022-3522.214.171.1247
- The International Textile News. (2015, January 5). Global luxury markets. The International Textile News. Retrieved January 4, 2016, from http://www.itnk.co.kr/news/articleView.html?idxno=44606
- Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. http://dx.doi.org/10.1207/s15327663jcp1501_10 https://doi.org/10.1207/s15327663jcp1501_10
- Yang, Y., & Seo, Y. J. (2004). The effect of self-congruency and selfmonitoring on brand preference. Korean Journal of Consumer and Advertising Psychology, 5(1), 53-67.
- Yi, Y., & La, S. (2002). Brand personality-brand identification-brand equity model: An exploratory study on the difference between users vs. non-users. Korean Marketing Review, 17(3), 1-33.
연구 과제 주관 기관 : National Research Foundation of Korea