Materialism, cosmopolitanism, and emotional brand attachment: the roles of self-congruity and perceived brand globalness

TY - JOUR

T1 - Materialism, cosmopolitanism, and emotional brand attachment

T2 - the roles of self-congruity and perceived brand globalness

AU - Fastoso, Fernando Javier

AU - Gonzalez Jimenez, Hector

N1 - © 2018 Elsevier Inc. This is an author-produced version of the published paper. Uploaded in accordance with the publisher’s self-archiving policy

PY - 2018/12/24

Y1 - 2018/12/24

N2 - This study investigates how materialism and cosmopolitanism affect emotional brand attachment, a key driver of consumer brand equity. Further, it sheds light onto the contingent role of ideal self-congruity and perceived brand globalness in such relationships. The study uses a cross-sectional online survey of consumers of electronic brands in a market of major economic importance, China, where global brands of domestic and foreign origin engage in head-to-head competition. Based on data on 623 consumer-brand relationships, the study shows that materialism and cosmopolitanism are positively associated with emotional brand attachment when brands are high in ideal self-congruity, i.e., when they reflect an aspirational, idealized view of the consumer’s self. Further, the study shows that materialists (but not cosmopolitans) show emotional attachment to brands perceived as global, even when such brands are low in aspirational value. The study uncovers two new antecedents of emotional brand attachment and presents implications for managers making segmentation and brand strategy decisions.

AB - This study investigates how materialism and cosmopolitanism affect emotional brand attachment, a key driver of consumer brand equity. Further, it sheds light onto the contingent role of ideal self-congruity and perceived brand globalness in such relationships. The study uses a cross-sectional online survey of consumers of electronic brands in a market of major economic importance, China, where global brands of domestic and foreign origin engage in head-to-head competition. Based on data on 623 consumer-brand relationships, the study shows that materialism and cosmopolitanism are positively associated with emotional brand attachment when brands are high in ideal self-congruity, i.e., when they reflect an aspirational, idealized view of the consumer’s self. Further, the study shows that materialists (but not cosmopolitans) show emotional attachment to brands perceived as global, even when such brands are low in aspirational value. The study uncovers two new antecedents of emotional brand attachment and presents implications for managers making segmentation and brand strategy decisions.

U2 - 10.1016/j.jbusres.2018.12.015

DO - 10.1016/j.jbusres.2018.12.015

M3 - Article

SN - 0148-2963

JO - JOURNAL OF BUSINESS RESEARCH

JF - JOURNAL OF BUSINESS RESEARCH

ER -