Today, luxury is still an incompletely defined concept that caters to the massive consumption of the middle and upper social classes. Definitions of luxury are constantly being upgraded, as luxury consumption itself, which represents an increasingly large part of the world economy, is also changing and accelerating. One of the components of luxury or of its products is the consumer's emotional attachment, which depends on factors that strengthen the intensity of this connection and consequently result in a higher frequency of purchase, regardless of the high price of luxury products. The German automotive sector with its flagship brands (Audi, BMW, Mercedes-Benz) is particularly relevant when it comes to the topic of emotional attachment to a luxury brand, as it represents cars of the same price class, therefore the emotions that the consumer builds around the individual three brands make the decision when purchasing with the help of factors that affect emotional attachment. The research showed that three factors (congruence of the ideal and actual self-image with the brand, satisfaction with the brand) have a positive effect on emotional attachment, in which the ideal self-image proved to be more relevant in the final choice of vehicle. Consumer satisfaction with the brand is also a factor which strengthens emotional attachment to the car brand and builds long-term loyalty and keeps consumers in the loop.
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