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.