Luxury brand attachment: Predictors, moderators and consequences

While there is ample evidence that consumer attachment varies across luxury and non-luxury brands, a lack of research in understanding the predictors, moderators consequences brand attachment. This paper aims to develop test model for (study 1), examine moderating influence self-consciousness on relationship between actual/ideal self-congruence 2), validate privately publicly consumed products 3). Data (n=961) were analysed using Structural Equation Modelling with IBM SPSS AMOS 25.0. The results show consumers’ perceived actual ideal have significant positive impact In addition, advocacy. Private (public) enhances (ideal) However, social anxiety did not Moreover, was stronger products. would provide managers an how consumers bond brands based self-congruence. LBA also help segment identify segments low, medium high Also, findings this research, can incorporate relevant aspect into positioning advertising messages.