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• W2296989724 abstract "1. INTRODUCTIONReflection of self-identity and synchronization with one's personality are what a expects from a product. Self-concept is a vital component of emotional experiences and it plays a crucial role in determining consumerbrand relationships. Brands carry symbolic meanings for each individual and they help them shape and communicate their self. The brand has power to strengthen consumers' image both on group and individual level. Strong consumer-brand relationship enhances brand loyalty for a specific product or a brand. The strength of brands even forces a to pay a premium price for a brand name. Consequently, financial value of company and trade name increases which leads to further strengthening of company's profits and goodwill (Park et al., 2006).In globalized era, only those companies that have loyal customers and have ways of attaining them survive in marketplace. Thus, many firms are creating loyalty programs for their customers realizing that emotions enhance customer loyalty. In other words, marketers are identifying role played by emotional factors in stronger brand-customer relationships and self- concept retains a prominent position among these factors.1.1. Consumer-brand relationshipThe shows loyalty to what he feels connected with or attached to (Bowlby, 1979). The relationship between a brand and consumers is known to produce positive outcomes for both brand and consumers. Consumers develop relationships with number of brands, perceiving brands as partners. Brands are humanized in mind of consumers and, therefore, provide symbolic meanings and socio-cultural values, which goes beyond utilitarian benefits. Consumer-brand relationship (CBR) has attracted interest and relevance since late nineties of 20th century. More and more firms are interested in acquiring knowledge about how consumers relate themselves to brands, why some brands are preferred to others and even loved more than others. Thus, these and other issues associated to bonds established between consumers and brands have gained prominence amongst researchers and practitioners. Indeed, all types of organizations, profit or non-profit, are adopting customer-centred strategies, programs, tools, and technology for efficient and effective customer service management.The Brand Quality Model focuses on relationship dimensions of love/passion, brand partner quality, intimacy, interdependence, commitment, self-concept but it does not illustrate how these dimensions are related to each other. Brands cannot act, think, or feel by themselves, but can live and evolve through their managers and exist as a partner in a strong relationship. The quality of relationship between a brand and a evolves through strong and meaningful brand activities as well as actions. Their actions can enhance, dilute, or even dissipate relationship and shape quality of such relationships.Self-concept - brand connection reflects the degree to which brand delivers on important identity concerns, tasks, or themes of a consumer (Fournier, 1998). Consumer-brand relationship as a whole can be regrouped in three main categories: attachment (connection between love/passion for a brand and self-concept), behavioral ties (interdependence and commitment), and supportive cognitive beliefs (intimacy and brand partner quality) (Fournier, 1998).1.2. Self-conceptSelf-concept refers to extent to which a brand or a product expresses vital aspects and contexts of a consumer's self-image, identities and values (Fournier, 1998). Brands can be helpful in strengthening person's identities, and hence, consumers use brands as instruments in reflecting their image and personal goals (Swaminanthan et al., 2007). According to Rosenberg (1979), self-concept is a sum of individual's thoughts and feelings having reference to him as an object. …" @default.
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• W2296989724 title "Relationship between self-concept and attitudinal brand loyalty in luxury fashion purchase: A study of selected global brands on the Indian market" @default.
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