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Communication Dans Un Congrès Année : 2013

Congruence between consumer, brand and store personality in luxury sector: the results of an international research

Résumé

Objectives. The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. Methodology. From a theoretical point of view, human personality, brand personality and store personality research streams are considered. The paper takes into account relevant theoretical contributions developed on congruence between consumer, brand and store personality. Then the attachment construct is considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people “luxury experienced” from Western Europe (France, Germany, Italy, UK). The empirical research considers specifically 6 luxury brands. Results and conclusions: This paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment discovering at the same time specific country peculiarities.
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Dates et versions

hal-01078836 , version 1 (30-10-2014)

Identifiants

  • HAL Id : hal-01078836 , version 1

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Raffaele Donvito, Gaetano Aiello, Bruno Godey, Daniele Pederzoli, Klaus-Peter Wiedmann, et al.. Congruence between consumer, brand and store personality in luxury sector: the results of an international research. 12th International Marketing Trends Congress, Jan 2013, Paris, France. ⟨hal-01078836⟩

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