The Effect of Consumer Perception of Luxury Brands on Brand Loyalty- The Mediating Role of Brand Love and the Moderating Effect of Self-Congruity -
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Due to the long-standing COVID-19 pandemic, non-face-to-face consumption in the distribution industry has become common, and as the central axis of the market rapidly moves from offline to online market, existing offline companies face survival problems. Accordingly, traditional retailers such as department stores are redefining sustainable marketing strategies to overcome this. According to ACI Worldwide statistics, global online retail sales rose 209% in April 2020. On the other hand, although overall sales decreased in the majority of department stores in Korea, sales increased significantly in luxury department stores. This study examines the influence of consumers' perception of luxury brands, such as brand reputation and brand consciousness, on brand image and brand trust, and suggests the moderating effect of self-congruity among these variables, targeting those who have purchased luxury brands. In conclusion, brand reputation and brand consciousness both had a positive effect on brand image, brand reputation only affected brand trust, brand image and brand trust both had a positive effect on brand love, and brand image and brand love had a positive effect on loyalty.
Abstract
Due to the long-standing COVID-19 pandemic, non-face-to-face consumption in the distribution industry has become common, and as the central axis of the market rapidly moves from offline to online market, existing offline companies face survival problems. Accordingly, traditional retailers such as department stores are redefining sustainable marketing strategies to overcome this. According to ACI Worldwide statistics, global online retail sales rose 209% in April 2020. On the other hand, although overall sales decreased in the majority of department stores in Korea, sales increased significantly in luxury department stores. This study examines the influence of consumers' perception of luxury brands, such as brand reputation and brand consciousness, on brand image and brand trust, and suggests the moderating effect of self-congruity among these variables, targeting those who have purchased luxury brands. In conclusion, brand reputation and brand consciousness both had a positive effect on brand image, brand reputation only affected brand trust, brand image and brand trust both had a positive effect on brand love, and brand image and brand love had a positive effect on loyalty.
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