Title page for ETD etd-05152011-143215

Document Type Master's Dissertation
Author Mkhize, Londiwe
URN etd-05152011-143215
Document Title The role of self concept in understanding brand experience, brand attachment and brand loyalty in the consumption of premium clothing brands
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms Z Ismail Supervisor
  • consuming
  • brand loyalty
  • luxury brands
  • brand experience
  • self concept
Date 2010-11-10
Availability unrestricted

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 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 Pretoria

Please cite as follows:

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://upetd.up.ac.za/thesis/available/etd-05152011-143215/>


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