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Purpose - This study aims to determine the impact of brand prestige on brand self-congruity and brand consciousness in the luxury brand setting, and the moderating role of brand trust in these relationships. In addition, we aim to confirm the impact of brand self-congruity and brand consciousness on brand engagement, and the moderating role of brand commitment in the relationship between these constructs. Design/Methodology/Approach - In this study, SPSS 27.0 and AMOS 26.0 statistical packages were used to confirm the validity and reliability of the data. Research hypotheses were tested using structural equation modeling (SEM). Convergent validity was analyzed using confirmatory factor analysis (CFA), and discriminant validity was confirmed using correlation analysis. Findings - Brand trust fully mediated the relationship between brand prestige and brand self-congruity, and partially mediated the relationship between brand prestige and brand consciousness. However, brand commitment was found to be insignificant in the relationship between brand self-congruity and brand engagement, but was found to be partially mediated in the relationship between brand consciousness and brand engagement. Research Implications - Luxury brand marketers and managers must increase brand trust so that consumers can have a high level of loyalty to the brand, and identify with the brand. Additionally, it is necessary to encourage active engagement in luxury brands by increasing brand commitment.
Chul-Jae Choi (Tue,) studied this question.