The effect of brand personality attraction and perception of brand globalization on consumer emotional dependence with the mediating role of perception of brand luxury (Case study: Turkish clothing in Ardabil)

Document Type : Original Article

Authors

1 MA., Department of Management, Faculty of Literature & Humanities, University of Mohaghegh Ardabili, Ardabil, Iran

2 Associate Professor, Department of Management, Faculty of Economics and Management, Urmia University, Urmia, Iran

3 PhD Student, Department of Management, Faculty of Literature & Humanities, University of Mohaghegh Ardabili, Ardabil, Iran

10.52547/jbmp.2023.226551.1305

Abstract

Objective: Attracting a reputable brand personality causes consumers to have strong emotional connections, more trust and loyalty to the brand that the global brand has a specific personality for the product, including psychological and social characteristics such as power, social status and specific lifestyle. Luxury brand companies combine their quality and values with consumer values that create an emotional attachment to the brand. The purpose of this study is to investigate the effect of brand personality attraction, perception of brand globalization on consumer emotional dependence with the mediating role of the variable perception of brand luxury.
Research Methodology: The statistical population of the study is the consumers of Turkish clothing in Ardabil and the statistical sample, assuming that the population is unlimited, was calculated using the Cochran's formula, 384 cases and the available sampling method was used. Data collection tool is a standard questionnaire that 400 questionnaires were distributed in person at Turkish brand clothing shopping centers in Ardabil. To test and test the research hypothesis, the structural equation method with the least partial equations approach and LISREL software were used.
Findings: The results of the analysis show that brand personality attraction and perception of brand globalization have a positive effect on consumer emotional dependence and perception of luxury both directly and in relation to brand personality attraction and perception of brand globalization has a positive effect on the emotional dependence of the consumer.

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Journal of Business Management Perspective
Volume 21, Issue 52 - Serial Number 86
February 2023
Pages 176-203

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History

  • Receive Date: 28 March 2022
  • Revise Date: 29 March 2023
  • Accept Date: 24 March 2023

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