Study of Relationship between Personality Congruence, Brand Prestige, Perceives Quality and Brand Tribalism Towards Consumerrs Brand Loyalty on Luxury Goods in Malaysia

Abstract

Purpose – The purpose of this study is to examine the effects of personality congruence, perceived quality, Brand prestige and Brand tribalism towards consumer‟s brand loyalty of consumers towards two categories of luxury fashion brands. Design/methodology/approach – Using a sample of Malaysian consumers, this study examines the luxury fashion brands that popular among consumer in Malaysia. Structural equation modeling is used to test the hypotheses. Handbag and shoes are two luxury product categories chosen in this study.Findings – This study finds that brand tribalism are stronger predictors for brand attitude and consumer's brand loyalty than personality congruence and perceived quality behavior in the context of the luxury brand tested. The three of those factors have significant effects in consumer's brand loyalty in most analyses while the study finds that only one variable has no significant effect on consumer‟s brand loyalty which is Brand prestige factor for the luxury brands tested.Research limitations/implications – Future studies should include more populations, product categories in luxury goods.Originality/value – This research investigates consumer‟s brand loyalty towards luxury goods in Malaysia that propose the effects of brand experiences to build long-lasting brand and customer relationship with brand trust, satisfaction, and loyalty.