Luxury Brand Attachment: Conceptualisation and Research Propositions—An Extended Abstract

In recent years, researchers have conceptualised luxury brand by using brand perception (e.g. Hennigs et al. 2016; Truong et al. 2009), exclusivity (Phau and Prendergast 2000), purchase intention (Schade 2016), brand equity (Kim and Kim 2005), self-congruity (Liu et al. 2012), retailing strategy (Moore et al. 2010) and such other consumer–brand relationship constructs (e.g. Sung et al. 2015; Vigneron and Johnson 2004). However, limited empirical studies have explained the antecedents and outcomes of the emotional bond between consumers and luxury brands (Choo et al. 2012). Considering the significance of status and uniqueness that luxury consumers seek and the emotional bond they develop with the luxury brands, it would be imperative for luxury marketers and researchers to study the antecedents and outcomes of brand attachment from luxury market perspective.