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http://dx.doi.org/10.6115/fer.2016.008

The Effect of Consumer's Brand Identification about Luxury Fashion Brand on Brand Attachment: The Moderating Effect of Self-Monitoring and Social Self-Esteem  

Kim, Soo Jin (Department of Home Economics Education, Chonnam National University)
Wee, Eun Hah (Department of Home Economics Education, Chonnam National University)
Publication Information
Human Ecology Research / v.54, no.1, 2016 , pp. 97-106 More about this Journal
Abstract
The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.
Keywords
brand-identification; brand attachment; self-monitoring; social self-esteem;
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Times Cited By KSCI : 3  (Citation Analysis)
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