The effect of selective store location strategy and selfcongruity on consumers’ apparel brand attitudes toward luxury vs. non-luxury
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This research discusses the eff ect of selective store location strategy on consumers’ brand attitudes, its variation based on brand luxuriousness, and consumers’ psychological mechanisms underlying this choice. To test the selective location eff ect, consumers’ perceptions of three apparel brands with diff erent characteristics (well-known luxury, wellknown non-luxury, and unknown brand) were assessed. Self-congruity theory was employed to discuss the psychological mechanism of brand attitude formation. The result of analysis of variance and structural equation modeling on 312 cases collected in Japan showed selective store location infl uenced consumers’ luxury brand attitudes positively, while its impact was negative in the non-luxury case. In addition, its eff ect on the unknown brand was not signifi cant. The selective location also contributed ideal social self-congruity with brand user imagery, while its impact was negative on actual selfcongruity. Moreover, ideal social self-congruity contributed luxury attitude: In the non-luxury case, its impact was negative, while the impact of actual self-congruity was positive: Self-congruity aff ected the unknown brand very slightly. This result implies non-luxury brand equity is hard to increase via selective location strategy, while this approach may be eff ective for luxury. Our results also suggest the ability of self-congruity and brand luxuriousness to predict the selective location eff ect.
Abstract
This research discusses the eff ect of selective store location strategy on consumers’ brand attitudes, its variation based on brand luxuriousness, and consumers’ psychological mechanisms underlying this choice. To test the selective location eff ect, consumers’ perceptions of three apparel brands with diff erent characteristics (well-known luxury, wellknown non-luxury, and unknown brand) were assessed. Self-congruity theory was employed to discuss the psychological mechanism of brand attitude formation. The result of analysis of variance and structural equation modeling on 312 cases collected in Japan showed selective store location infl uenced consumers’ luxury brand attitudes positively, while its impact was negative in the non-luxury case. In addition, its eff ect on the unknown brand was not signifi cant. The selective location also contributed ideal social self-congruity with brand user imagery, while its impact was negative on actual selfcongruity. Moreover, ideal social self-congruity contributed luxury attitude: In the non-luxury case, its impact was negative, while the impact of actual self-congruity was positive: Self-congruity aff ected the unknown brand very slightly. This result implies non-luxury brand equity is hard to increase via selective location strategy, while this approach may be eff ective for luxury. Our results also suggest the ability of self-congruity and brand luxuriousness to predict the selective location eff ect.
참고문헌 (59)
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