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

Abstract

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.