Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase : a study of selected global brands on the Indian market

Brands can be helpful in strengthening a person’s identity. Hence, consumers use brands as instruments for reflecting their personal image and individual goals. The self-concept as a vital component of emotional aspects, boosts attitudinal loyalty towards a brand. The luxury fashion market of India offers great opportunities to marketers. India's luxury market is projected to reach $14.72 billion by 2015 from an estimated $8.21 billion in 2014.The present study aims to examine the empirical relationship of self-concept and attitudinal brand loyalty in the context of female consumer-luxury fashion brand relationships. A single cross sectional survey of 240 female customers of five global brands, including Zara, Armani, Guess, Versace and Calvin Klein, from the State of Punjab (India) was conducted. Regression and Z-Test were used to analyze the data. The self-concept positively enhances female consumers’ attitudinal brand loyalty. The perceived influence of self-concept and attitudinal brand loyalty is high in luxury fashion purchase. Therefore, the process of shaping a marketing strategy should include different dimensions of self-concept, namely, enhancement, contribution, admiration and extension. Furthermore, a marketing strategy needs to strengthen brand superiority, brand performance and brand synchronization to win attitudinal loyalty in luxury fashion industry.