For a better understanding of customer–brand relationships, this study relies on the integration of self-image congruence with symbolic consumption concepts such as conspicuous consumption and status consumption. Based on 823 responses from a sample of Saudi people, this study challenged the conceptual overlap surrounding conspicuous consumption and status consumption by confirming that these variables are distinct and that conspicuous consumption influences status consumption. The results also indicated that self-image congruence exerts a positive effect on emotional brand attachment. Using the multi-group technique on Lisrel regarding 21 brands operating in the KSA, the empirical study confirmed that the effects of actual and ideal self-image congruence on emotional brand attachment are stronger for high-status brands. Moreover, no moderating role was substantiated for conspicuous consumption. From a managerial standpoint, the findings provide enlightenment on the relevance of symbolic and social brands’ features in an emerging Islamic country, and detailed recommendations to enhance emotional brand attachment depending on motives such as self-esteem or social approval in the case of high-status brands.

中文翻译：

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炫耀性消费和地位消费在多大程度上增强了自我形象一致性对情感品牌依恋的影响？沙特阿拉伯王国的证据

为了更好地了解客户与品牌之间的关系，本研究依赖于将自我形象的一致性与象征性消费观念（例如炫耀性消费和地位消费）相结合。基于来自沙特阿拉伯样本的823条回应，这项研究通过确认这些变量是不同的，并且炫耀性消费会影响地位消费，从而挑战了炫耀性消费和地位性消费的概念重叠。结果还表明，自我形象的一致性对情感品牌依恋具有积极作用。实证研究使用在Lisrel上针对KSA运营的21个品牌的多组技术，实证研究表明，对于地位高的品牌，实际和理想的自我形象一致性对情感品牌依恋的影响更大。而且，没有证明明显的消费有调节作用。从管理的角度来看，研究结果对新兴的伊斯兰国家中象征性和社交品牌特征的相关性具有启发性，并根据自尊或社会认可等动机提高了情感品牌的依附性的详细建议，地位品牌。