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Star-Crossed Luxury - A quantitative study on the relationship between Perceived Brand Identity Fit of unconventional luxury fashion collaborations, Brand Loyalty, and Purchase Intention

Holmqvist Adolfsson, Lucas LU ; Bergtoft, Erik LU and Johnsson Wallin, Gustaf LU (2024) BUSN39 20241
Department of Business Administration
Abstract
Purpose: The purpose of this study is to understand what effects Perceived Brand Identity Fit of luxury fashion collaborations have on Brand Loyalty and ultimately Purchase Intention. Furthermore, Consumer-Brand Identification with the luxury brand is tested as a moderator towards these relationships.
Main research question: What is the relationship between unconventional luxury fashion collaborations and consumer intentions?
Methodology: The study uses quantitative methods with several types of analyses, including t-tests, linear regressions, moderation regressions, mediation regression and a robustness check. Data was collected through a survey which resulted in 208 respondents after data cleaning.
Findings/Conclusion: Perceived... (More)
Purpose: The purpose of this study is to understand what effects Perceived Brand Identity Fit of luxury fashion collaborations have on Brand Loyalty and ultimately Purchase Intention. Furthermore, Consumer-Brand Identification with the luxury brand is tested as a moderator towards these relationships.
Main research question: What is the relationship between unconventional luxury fashion collaborations and consumer intentions?
Methodology: The study uses quantitative methods with several types of analyses, including t-tests, linear regressions, moderation regressions, mediation regression and a robustness check. Data was collected through a survey which resulted in 208 respondents after data cleaning.
Findings/Conclusion: Perceived Brand Identity Fit had a strong positive significant relationship with Brand Loyalty and furthermore Purchase Intention. Additionally, a mediating effect from Brand Loyalty was found, impacting Purchase Intention. A moderating effect of Consumer-Brand Identification, was not found in the relationship between Perceived Brand Identity Fit and Purchase Intention, but was instead present in the relationship between Perceived Brand Identity Fit and Brand Loyalty.
Theoretical- and Managerial Contributions: This study bridges theoretical gaps between luxury fashion collaborations, identity, Brand Loyalty and Purchase Intention. It extends brand fit literature by focusing on consumer perceptions rather than settling for actual brand fit. Furthermore, this study has integrated the concept of identity and thereby continued the conversation of Perceived Brand Identity Fit into the luxury fashion sector. Lastly, this study
adds knowledge to the field of luxury fashion collaborations by incorporating the importance of Perceived Brand Identity Fit and Consumer-Brand Identification and its relationship to consumer intentions. Managers can use unconventional fashion collaborations as a strategic tool to influence Brand Loyalty and Purchase Intention, given there is a high Perceived Brand Identity Fit. When initiating luxury fashion collaborations, managers should put effort into ensuring a high perceived identity fit when choosing the collaborating partner. Managers should pay extra attention to the perceptions of those consumers who highly self-identify with the luxury brand as their Brand Loyalty are more sensitive to the perceptions of brand identity fit than those who don’t. (Less)
Popular Abstract
Purpose: The purpose of this study is to understand what effects Perceived Brand Identity Fit of luxury fashion collaborations have on Brand Loyalty and ultimately Purchase Intention. Furthermore, Consumer-Brand Identification with the luxury brand is tested as a moderator towards these relationships.
Main research question: What is the relationship between unconventional luxury fashion collaborations and consumer intentions?
Methodology: The study uses quantitative methods with several types of analyses, including t-tests, linear regressions, moderation regressions, mediation regression and a robustness check. Data was collected through a survey which resulted in 208 respondents after data cleaning.
Findings/Conclusion: Perceived... (More)
Purpose: The purpose of this study is to understand what effects Perceived Brand Identity Fit of luxury fashion collaborations have on Brand Loyalty and ultimately Purchase Intention. Furthermore, Consumer-Brand Identification with the luxury brand is tested as a moderator towards these relationships.
Main research question: What is the relationship between unconventional luxury fashion collaborations and consumer intentions?
Methodology: The study uses quantitative methods with several types of analyses, including t-tests, linear regressions, moderation regressions, mediation regression and a robustness check. Data was collected through a survey which resulted in 208 respondents after data cleaning.
Findings/Conclusion: Perceived Brand Identity Fit had a strong positive significant relationship with Brand Loyalty and furthermore Purchase Intention. Additionally, a mediating effect from Brand Loyalty was found, impacting Purchase Intention. A moderating effect of Consumer-Brand Identification, was not found in the relationship between Perceived Brand Identity Fit and Purchase Intention, but was instead present in the relationship between Perceived Brand Identity Fit and Brand Loyalty.
Theoretical- and Managerial Contributions: This study bridges theoretical gaps between luxury fashion collaborations, identity, Brand Loyalty and Purchase Intention. It extends brand fit literature by focusing on consumer perceptions rather than settling for actual brand fit. Furthermore, this study has integrated the concept of identity and thereby continued the conversation of Perceived Brand Identity Fit into the luxury fashion sector. Lastly, this study
adds knowledge to the field of luxury fashion collaborations by incorporating the importance of Perceived Brand Identity Fit and Consumer-Brand Identification and its relationship to consumer intentions. Managers can use unconventional fashion collaborations as a strategic tool to influence Brand Loyalty and Purchase Intention, given there is a high Perceived Brand Identity Fit. When initiating luxury fashion collaborations, managers should put effort into ensuring a high perceived identity fit when choosing the collaborating partner. Managers should pay extra attention to the perceptions of those consumers who highly self-identify with the luxury brand as their Brand Loyalty are more sensitive to the perceptions of brand identity fit than those who don’t. (Less)
Please use this url to cite or link to this publication:
author
Holmqvist Adolfsson, Lucas LU ; Bergtoft, Erik LU and Johnsson Wallin, Gustaf LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
keywords
Luxury fashion collaborations, Unconventional Luxury, Perceived Brand Identity Fit, Brand Loyalty, Purchase Intention, Consumer-Brand Identification
language
English
id
9169066
date added to LUP
2024-06-28 11:42:40
date last changed
2024-06-28 11:42:40
@misc{9169066,
  abstract     = {{Purpose: The purpose of this study is to understand what effects Perceived Brand Identity Fit of luxury fashion collaborations have on Brand Loyalty and ultimately Purchase Intention. Furthermore, Consumer-Brand Identification with the luxury brand is tested as a moderator towards these relationships. 
Main research question: What is the relationship between unconventional luxury fashion collaborations and consumer intentions?
Methodology: The study uses quantitative methods with several types of analyses, including t-tests, linear regressions, moderation regressions, mediation regression and a robustness check. Data was collected through a survey which resulted in 208 respondents after data cleaning.
Findings/Conclusion: Perceived Brand Identity Fit had a strong positive significant relationship with Brand Loyalty and furthermore Purchase Intention. Additionally, a mediating effect from Brand Loyalty was found, impacting Purchase Intention. A moderating effect of Consumer-Brand Identification, was not found in the relationship between Perceived Brand Identity Fit and Purchase Intention, but was instead present in the relationship between Perceived Brand Identity Fit and Brand Loyalty.
Theoretical- and Managerial Contributions: This study bridges theoretical gaps between luxury fashion collaborations, identity, Brand Loyalty and Purchase Intention. It extends brand fit literature by focusing on consumer perceptions rather than settling for actual brand fit. Furthermore, this study has integrated the concept of identity and thereby continued the conversation of Perceived Brand Identity Fit into the luxury fashion sector. Lastly, this study
adds knowledge to the field of luxury fashion collaborations by incorporating the importance of Perceived Brand Identity Fit and Consumer-Brand Identification and its relationship to consumer intentions. Managers can use unconventional fashion collaborations as a strategic tool to influence Brand Loyalty and Purchase Intention, given there is a high Perceived Brand Identity Fit. When initiating luxury fashion collaborations, managers should put effort into ensuring a high perceived identity fit when choosing the collaborating partner. Managers should pay extra attention to the perceptions of those consumers who highly self-identify with the luxury brand as their Brand Loyalty are more sensitive to the perceptions of brand identity fit than those who don’t.}},
  author       = {{Holmqvist Adolfsson, Lucas and Bergtoft, Erik and Johnsson Wallin, Gustaf}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Star-Crossed Luxury - A quantitative study on the relationship between Perceived Brand Identity Fit of unconventional luxury fashion collaborations, Brand Loyalty, and Purchase Intention}},
  year         = {{2024}},
}