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The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613461984313344 |
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| access_status_str | Open Access |
| author2 | Ismail, Zenobia |
| author_browse | Ismail, Zenobia |
| author_facet | Ismail, Zenobia |
| collection | Thesis |
| dc_rights_str_mv | © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/24702 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:31.522Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/24702 The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands Ismail, Zenobia ichelp@gibs.co.za Mkhize, Londiwe UCTD Consuming Brand loyalty Luxury brands Brand experience Self concept Dissertation (MBA)--University of Pretoria, 2010. The foremost argument of this research is that self concept is of fundamental influence in the choices consumers make when purchasing luxury clothing brands. The objective of this research was to determine the relationships between self concept and the experience, attachment and loyalty that consumers have towards brands. The research further sought to confirm the role that identity theory plays in brand consumption. Sixty-nine respondents were surveyed via an electronic tool to understand how they view the role that self concept plays in the experiences they encounter with clothing brands. Experts were also interviewed to gain deeper insights into brands and the importance that communication and branding strategies play in developing brands for consumption. Ttests and bivariate regression was performed in order to determine relationships amongst the constructs. The findings show that consumers place a relatively high importance on the brand experience and self concept constructs. Marketing and advertising companies have an enormous responsibility to ensure that the right messages are communicated to consumers in order to give consumer a positive brand experience. A robust brand strategy and Communications strategy plays a pivotal role in successful delivery of the essence and image of luxury brands. Identity and self concept theory are central to understanding consumer behaviour and consumption decisions. Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T18:10:29Z 2011-05-20 2013-09-06T18:10:29Z 2010-11-10 2010 2011-05-15 Dissertation Mkhize, L 2010, The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/24702 > F11/241/ag http://hdl.handle.net/2263/24702 http://upetd.up.ac.za/thesis/available/etd-05152011-143215/ © 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretori application/pdf University of Pretoria |
| spellingShingle | UCTD Consuming Brand loyalty Luxury brands Brand experience Self concept The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands |
| title | The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands |
| title_full | The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands |
| title_fullStr | The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands |
| title_full_unstemmed | The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands |
| title_short | The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands |
| title_sort | role of self concept in understanding brand experience brand attachment and brand loyalty in the consumption of premium clothing brands |
| topic | UCTD Consuming Brand loyalty Luxury brands Brand experience Self concept |
| url | http://hdl.handle.net/2263/24702 http://upetd.up.ac.za/thesis/available/etd-05152011-143215/ |