To what extent do conspicuous consumption and status consumption reinforce the effect of self-image congruence on emotional brand attachment? Evidence from the Kingdom of Saudi Arabia

Abstract

For a better understanding of customer–brand relationships, this study relies on the integration of self-image congruence with symbolic consumption concepts such as conspicuous consumption and status consumption. Based on 823 responses from a sample of Saudi people, this study challenged the conceptual overlap surrounding conspicuous consumption and status consumption by confirming that these variables are distinct and that conspicuous consumption influences status consumption. The results also indicated that self-image congruence exerts a positive effect on emotional brand attachment. Using the multi-group technique on Lisrel regarding 21 brands operating in the KSA, the empirical study confirmed that the effects of actual and ideal self-image congruence on emotional brand attachment are stronger for high-status brands. Moreover, no moderating role was substantiated for conspicuous consumption. From a managerial standpoint, the findings provide enlightenment on the relevance of symbolic and social brands’ features in an emerging Islamic country, and detailed recommendations to enhance emotional brand attachment depending on motives such as self-esteem or social approval in the case of high-status brands.