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Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market

Anand Thakur ; School of Business, Lovely Professional University, Phagwara (Punjab), India
Rupinderdeep Kaur ; School of Business, Lovely Professional University, Phagwara (Punjab), India

Puni tekst: engleski, pdf (191 KB) str. 163-180 preuzimanja: 1.209* citiraj
APA 6th Edition
Thakur, A. i Kaur, R. (2015). Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market. Management, 20 (2), 163-180. Preuzeto s https://hrcak.srce.hr/150573
MLA 8th Edition
Thakur, Anand i Rupinderdeep Kaur. "Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market." Management, vol. 20, br. 2, 2015, str. 163-180. https://hrcak.srce.hr/150573. Citirano 22.02.2020.
Chicago 17th Edition
Thakur, Anand i Rupinderdeep Kaur. "Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market." Management 20, br. 2 (2015): 163-180. https://hrcak.srce.hr/150573
Harvard
Thakur, A., i Kaur, R. (2015). 'Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market', Management, 20(2), str. 163-180. Preuzeto s: https://hrcak.srce.hr/150573 (Datum pristupa: 22.02.2020.)
Vancouver
Thakur A, Kaur R. Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market. Management [Internet]. 2015 [pristupljeno 22.02.2020.];20(2):163-180. Dostupno na: https://hrcak.srce.hr/150573
IEEE
A. Thakur i R. Kaur, "Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market", Management, vol.20, br. 2, str. 163-180, 2015. [Online]. Dostupno na: https://hrcak.srce.hr/150573. [Citirano: 22.02.2020.]

Sažetak
Brands can be helpful in strengthening a person’s identity. Hence, consumers use brands as instruments for reflecting their personal image and individual goals. The self-concept as a vital component of emotional aspects, boosts attitudinal loyalty towards a brand. The luxury fashion market of India offers great opportunities to marketers. India's luxury market is projected to reach $14.72 billion by 2015 from an estimated $8.21 billion in 2014.The present study aims to examine the empirical relationship of self-concept and attitudinal brand loyalty in the context of female consumer-luxury fashion brand relationships. A single cross sectional survey of 240 female customers of five global brands, including Zara, Armani, Guess, Versace and Calvin Klein, from the State of Punjab (India) was conducted. Regression and Z-Test were used to analyze the data. The self-concept positively enhances female consumers’ attitudinal brand loyalty. The perceived influence of self-concept and attitudinal brand loyalty is high in luxury fashion purchase. Therefore, the process of shaping a marketing strategy should include different dimensions of self-concept, namely, enhancement, contribution, admiration and extension. Furthermore, a marketing strategy needs to strengthen brand superiority, brand performance and brand synchronization to win attitudinal loyalty in luxury fashion industry.

Ključne riječi
attitudinal loyalty; self-concept; consumer brand relationships

Hrčak ID: 150573

URI
https://hrcak.srce.hr/150573

Posjeta: 1.739 *