Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption

Abstract

Brands and their personalities constitute the basis upon which consumers identify and bond with various products or services. This study focuses on the factors influencing congruity between consumers' self-image and brand image for luxury brands in transitional economies like India. This study empirically evaluates a hypothesized theoretical framework in order to identify and understand the following key variables in each factor of consumer-brand congruence in the luxury brand category: brand perception, brand expectation, dimensions of brand image (mystery, sensuality, and intimacy), brand love, and brand respect. This study also discusses how the brand image dimensions relate to brand love and brand respect. A structural model is developed to analyze the relationship between these factors. The findings establish the relationship between consumers and brands through various attributes of luxury brand image and consumer self-image.