The Effect Of Brand Attachment, Brand Experience, And Self-Image Congruence On The Purchase Intention Of Luxury Brand

Yuanita, Asih Dewi and Marsasi, Endy Gunanto (2022) The Effect Of Brand Attachment, Brand Experience, And Self-Image Congruence On The Purchase Intention Of Luxury Brand. Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK), 11 (3). pp. 292-310. ISSN 2087 - 9954; e-ISSN 2550 - 0066

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Abstract

This study empirically builds a conceptual model that describes the effects of brand attachment, self�image congruence, and brand experience on purchase intention. The focus of this research is to examine the debate over the findings of previous researchers regarding the influence of hedonic motivation and self-image congruence in attachment theory-based models using brand attachment as the central variable. The contribution of this study is to investigate the relationship between hedonic motivation and self-image congruence because, so far, no research has tested the effect of hedonic motivation on self-image congruence. Attachment theory and self-congruity theory are used to solve this problem. The sample selection used a purposive sampling strategy with the characteristics of respondents in Indonesia who had used luxury brands. The number of samples that were successfully collected and tested included 354 respondents. The hypothesis was tested using the Structural Equation Model (SEM) analysis technique. The findings confirm that hedonic motivation and self-image congruence are drivers of brand attachment and increase consumers' purchase intentions.

Item Type:	Article
Uncontrolled Keywords:	brand attachment, self-image congruence, hedonic motivation, brand experience, purchase intention.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Asih Dewi Yuanita
Date Deposited:	07 Feb 2023 02:16
Last Modified:	07 Feb 2023 02:16
URI:	http://repository.ubaya.ac.id/id/eprint/43247

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