Πλοήγηση ανά Συγγραφέα "Skaltsa, Angeliki"

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Α Β Γ Δ Ε Ζ Η Θ Ι Κ Λ Μ Ν Ξ Ο Π Ρ Σ Τ Υ Φ Χ Ψ Ω

Τώρα δείχνει 1 - 1 από 1

Investigating the impact of self-concept congruence on consumer behavior in the context of luxury fashion industry
(2022-04-03) Skaltsa, Angeliki; Σκάλτσα, Αγγελική; Athens University of Economics and Business, Department of Marketing and Communication; Kokkinaki, Flora; Argouslidis, Paraskevas; Painesis, Grigorios
The luxury fashion industry has presented humongous growth in recent years thanks to reasons such as the massification and the democratization of luxury goods. Hence, the necessity of understanding how consumers interact with this industry in order to meet their expectations is imperative. Self-concept congruence refers to the matching between the idea that consumers form for themselves and brand personality and presents a notion which seems to be associated with several behavioral constructs such as customer satisfaction, brand preference, purchase intention and brand loyalty. Furthermore, literature has revealed that all the aforementioned notions are also positively associated with each other. Although many studies which have investigated the stated constructs as standalone concepts have been realized, none of them has synthesized all these variables and has developed a holistic model in the context of the luxury fashion Greek market. This research constitutes a pioneer attempt to examine if self-concept congruence impacts on consumer behavior in the context of the luxury Greek fashion market and to measure its influence on the rest of variables. For this purpose, a survey method was used. Online questionnaires were distributed and 202 participants, who are Greek consumers of the luxury fashion industry, constitute the sample of the study.As far as it concerns the analysis process, T-test, ANOVA, correlation, regression, and mediation analyses were performed. As it was expected, the results revealed that self-concept congruence impacts positively on customer satisfaction, brand preference, purchase intention and brand loyalty, by verifying the existing literature. On the same wavelength, it is illustrated that all variables, except for customer satisfaction, have interrelationships with each other. Notwithstanding the fact that these findings constitute a useful tool on marketeers’ arsenal, further research approaching the theme from different points of view is suggested, so as to gain a deeper understanding of the topic.