STUDY OF THE FACTORS THAT INFLUENCE FEMALE LOYALTY TO BRANDS

Raoni de Oliveira Inácio; Maurinice Daniela  Rodrigues; Harrison Bachion  Ceribeli; Maria Laura Pereira  Fonseca; Nícolas Santos de Castro

Authors

Raoni de Oliveira Inácio Federal University of Ouro Preto (UFOP) http://orcid.org/0000-0003-3351-1061
Maurinice Daniela Rodrigues Federal University of Ouro Preto (UFOP) https://orcid.org/0000-0002-6404-9431
Harrison Bachion Ceribeli Federal University of Ouro Preto (UFOP) http://orcid.org/0000-0002-1654-6273
Maria Laura Pereira Fonseca Federal University of Ouro Preto (UFOP) https://orcid.org/0000-0002-2044-2944
Nícolas Santos de Castro Federal University of Ouro Preto (UFOP) https://orcid.org/0009-0008-0671-123X

Keywords:

Consumer Behavior, Brand Loyalty, Brand Awareness, Quality Awareness, Perfectionism

Abstract

The present study aims to analyze how female perfectionism, women's brand awareness, female quality awareness and female satisfaction are related to female brand loyalty. A survey was carried out with 349 self-declared female consumers. Data were treated using Structural Equations. As main results, the present study shows that: a) A brand focused on women's clothing that generates brand awareness positively influences female satisfaction with the brand the interviewee has in mind; b) The awareness of feminine quality positively influences brand awareness, female loyalty to the brand, and female satisfaction with the brand; c) Female perfectionism positively interferes with brand awareness and quality, as well as female satisfaction. In a practical way, it expands the possibility for managers to carry out marketing actions with the aim of female loyalty. The research contributes to understand female behavior around female loyalty. Through the findings, it was possible to reveal a theoretical model that demonstrates some antecedents of such a construct. To date, no model has been found that reveals such conditions.

Author Biographies

Raoni de Oliveira Inácio, Federal University of Ouro Preto (UFOP)

PhD in Business Administration from the Getulio Vargas Foundation (São Paulo School of Business Administration of the Getulio Vargas Foundation, EAESP/FGV). Currently he is an Associate Professor at the Federal University of Ouro Preto, Institute of Applied Social Sciences, Department of Administrative Sciences. Develops work related to marketing themes.

Maurinice Daniela Rodrigues, Federal University of Ouro Preto (UFOP)

Undergraduate degree in Production Engineering from the Federal University of Ouro Preto (2009), master’s degree in Production Engineering from the Federal University of Minas Gerais (2012), and PhD in Business Administration from the Getulio Vargas Foundation (2019). Currently she is a professor at the Federal University of Ouro Preto, working mainly on the following topics: product engineering and quality.

Harrison Bachion Ceribeli, Federal University of Ouro Preto (UFOP)

PhD in Sciences from the Graduate Program in Business Administration at the University of São Paulo (FEARP/USP). Has experience in providing consulting services, having also worked in planning and inventory management in a large company. Co-author of several articles and three books in the field of Business Administration. Currently he is an Associate Professor at the Federal University of Ouro Preto, Institute of Applied Social Sciences, Department of Administrative Sciences.

Nícolas Santos de Castro, Federal University of Ouro Preto (UFOP)

Graduated in Business Administration from the Federal University of Ouro Preto (UFOP), at the Institute of Applied Social Sciences (ICSA), in 2023. Works as an Administrative Analyst and conducts research focused on consumer behavior and marketing, with the production of scientific articles in the field.

References

ABC News. (2012, fevereiro 7). Karl Lagerfeld Says Adele is “Too Fat”. ABC News. https://abcnews.go.com/blogs/entertainment/2012/02/karl-lagerfeld-says-adele-is-too-fat

Açikgöz, F. Y., Kayaku?, M., Z?bav?, B.-?tefania, & Kabas, O. (2024). Brand Reputation and Trust: The Impact on Customer Satisfaction and Loyalty for the Hewlett-Packard Brand. Sustainability, 16(22), 1–17. https://doi.org/10.3390/su16229681

Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333

Allen, P. (2013, outubro 29). Fashion designer Karl Lagerfeld facing legal action for “discriminating” against bigger models by saying “nobody wants to see curvy women on the runway”. Daily Mail. https://www.dailymail.co.uk/news/article-2479131/Karl-Lagerfeld-facing-legal-action-discriminating-bigger-models.html

Alvarez, C., David, M. E., & George, M. (2023). Types of Consumer-Brand Relationships: A systematic review and future research agenda. Journal of Business Research, 160. https://doi.org/10.1016/j.jbusres.2023.113753

Amine, A. (1998). Consumers’ true brand loyalty: the central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577

Asif, M., Abbas, K., Kashif, M., Hussain, S., & Hussain, I. (2015). Impact of brand awareness and loyalty on brand equity. Journal of Marketing and Consumer Research, 12(1), 67–72. https://core.ac.uk/download/pdf/234693989.pdf

Bae, J.-H., & Jeon, H.-M. (2022). Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic. Sustainability, 14(18). https://doi.org/10.3390/su141811713

Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1–14. https://doi.org/10.1007/s11002-016-9406-1

Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand Love. Journal of Marketing, 76(2), 1–16. https://doi.org/10.1509/jm.09.0339

Bernabé, M., Merhi, R., Lisbona, A., & Palací, F. J. (2023). Perfeccionismo y engagement académico, el papel mediador de la pasión por los estudios. Educación XX1, 26(2). https://doi.org/10.5944/educxx1.33706

Bertolotti, F., Gavazza, A., & Lanteri, A. (2023). Dynamics of Expenditures on Durable Goods: The Role of New-Product Quality. The Economic Journal, 133(652), 1641–1656. https://doi.org/10.1093/ej/uead006

Bronnenberg, B. J., & Dubé, J.-P. (2017). The Formation of Consumer Brand Preferences. Annual Review of Economics, 9(1), 353–382. https://doi.org/10.1146/annurev-economics-110316-020949

Campo, K., Gijsbrechts, E., & Nisol, P. (2000). Towards understanding consumer response to stock-outs. Journal of Retailing, 76(2), 219–242. https://doi.org/10.1016/S0022-4359(00)00026-9

Castro Longhi, T., & Vianna, F. A. N. (2020). O corpo padrão da indústria do vestuário produzido em larga escala e o real padrão corporal das mulheres. Actas de Diseño, 15(31). https://openurl.ebsco.com/EPDB%3Agcd%3A11%3A14028651/detailv2?sid=ebsco%3Aplink%3Ascholar&id=ebsco%3Agcd%3A142416871

Chelladurai, P., & Riemer, H. A. (1997). A Classification of Facets of Athlete Satisfaction. Journal of Sport Management, 11(2), 133–159. https://doi.org/10.1123/jsm.11.2.133

Chen, L., Chen, G., Wang, S., & Jiang, L. (2023). The Effect of Perfectionism on Consumers’ Intentions to Purchase Imperfect Products. Behavioral Sciences, 13(3), 1–18. https://doi.org/10.3390/bs13030269

Chernishenko, J., Mesler, R. M., & Basil, D. Z. (2021). I can be perfect! Implicit mindset moderates the relationship between perfectionism and consumers’ maladaptive weight management behavior. Personality and Individual Differences, 183. https://doi.org/10.1016/j.paid.2021.111084

Chung, J. Y., Lee, J., & Heath, R. L. (2013). Public relations aspects of brand attitudes and customer activity. Public Relations Review, 39(5), 432–439. https://doi.org/10.1016/j.pubrev.2013.05.001

Clarivate Analytics. (2025). Web of Science. Clarivate. https://clarivate.com/academia-government/scientific-and-academic-research/research-discovery-and-referencing/web-of-science/

Da Redação. (2014, setembro 30). Lagerfeld desfila manifestação feminista para a Chanel. Exame – Casual. https://exame.com/casual/lagerfeld-desfila-manifestacao-feminista-para-a-chanel/

Dawes, J. (2022). Factors that influence manufacturer and store brand behavioral loyalty. Journal of Retailing and Consumer Services, 68. https://doi.org/10.1016/j.jretconser.2022.103020

Dawes, J. G. (2023). Patterns of buyer behavior and brand metrics in a “high loyalty” category: Liquor. Journal of Consumer Behaviour, 22(5), 1173–1187. https://doi.org/10.1002/cb.2198

Dekimpe, M. G., Gijsbrechts, E., & Gielens, K. (2023). Proximity-store introductions: A new route to big-box retailer success? Journal of Retailing, 99(4), 621–633. https://doi.org/10.1016/j.jretai.2023.11.006

Dudziak, A., Stoma, M., & Osmólska, E. (2023). Analysis of Consumer Behaviour in the Context of the Place of Purchasing Food Products with Particular Emphasis on Local Products. International Journal of Environmental Research and Public Health, 20(3), 1–23. https://doi.org/10.3390/ijerph20032413

Eastman, J. K., & Eastman, K. L. (2015). Conceptualizing a model of status consumption theory: An exploration of the antecedents and consequences of the motivation to consume for status. Marketing Management Journal, 25(1), 1–15. https://www.mmaglobal.org/_files/ugd/3968ca_c56ddd09f46040ba9c7d3fa4b1d0a607.pdf#page=8

EBSCO Information Services. (2025). Plataforma de Pesquisa EBSCOhost. EBSCO. https://about.ebsco.com/pt/produtos/plataforma-de-pesquisa-ebscohost

Elsevier. (2025). Scopus. Elsevier. https://www.elsevier.com/products/scopus

Evanschitzky, H., Stan, V., & Nagengast, L. (2022). Strengthening the satisfaction loyalty link: the role of relational switching costs. Marketing Letters, 33(2), 293–310. https://doi.org/10.1007/s11002-021-09590-8

Farias, S. A. de, & Santos, R. da C. (2000). Modelagem de equações estruturais e satisfação do consumidor: uma investigação teórica e prática. Revista de Administração Contemporânea, 4(3), 107–132. https://doi.org/10.1590/S1415-65552000000300007

Fernandes, T., & Moreira, M. (2019). Consumer brand engagement, satisfaction and brand loyalty: a comparative study between functional and emotional brand relationships. Journal of Product & Brand Management, 28(2), 274–286. https://doi.org/10.1108/JPBM-08-2017-1545

Frost, R. O., Marten, P., Lahart, C., & Rosenblate, R. (1990). The dimensions of perfectionism. Cognitive Therapy and Research, 14(5), 449–468. https://doi.org/10.1007/BF01172967

Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000). Understanding the Customer Base of Service Providers: An Examination of the Differences between Switchers and Stayers. Journal of Marketing, 64(3), 65–87. https://doi.org/10.1509/jmkg.64.3.65.18028

Gao, F., & Shen, Z. (2024). Sensory brand experience and brand loyalty: Mediators and gender differences. Acta Psychologica, 244. https://doi.org/10.1016/j.actpsy.2024.104191

Godart, F. (2010). Sociologia da moda (1o ed). Editora Senac São Paulo. https://www.editorasenacsp.com.br/livro/sociologia-da-moda-1-edicao?srsltid=AfmBOopv6M84TN_7dK1QUno8PVXfN0MvCdi9AHhzzDgBx8hkG-h9Skqr

Goldsmith, R. E., Flynn, L. R., & Clark, R. A. (2012). Materialistic, brand engaged and status consuming consumers and clothing behaviors. Journal of Fashion Marketing and Management: An International Journal, 16(1), 102–119. https://doi.org/10.1108/13612021211203050

Gong, Z., Huang, J., & Chen, Y. (2022). What the Past Tells About the Future: Historical Prices in the Durable Goods Market. Management Science, 68(12), 8857–8871. https://doi.org/10.1287/mnsc.2022.4309

Grace, D., Ross, M., & King, C. (2020). Brand fidelity: Scale development and validation. Journal of Retailing and Consumer Services, 52, 1–49. https://doi.org/10.1016/j.jretconser.2019.101908

Hair, J. F., Babin, B., Money, A., & Samouel, P. (2005). Fundamentos de métodos de pesquisa em administração. Bookman Editora.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados (A. S. Sant’Anna, Trad.; 6o ed). Bookman Editora.

Han, S.-L., & Kim, K. (2020). Role of consumption values in the luxury brand experience: Moderating effects of category and the generation gap. Journal of Retailing and Consumer Services, 57, 2–11. https://doi.org/10.1016/j.jretconser.2020.102249

Hartmann, P., & Apaolaza-Ibáñez, V. (2012). Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern. Journal of Business Research, 65(9), 1254–1263. https://doi.org/10.1016/j.jbusres.2011.11.001

He, X. (2016). When perfectionism leads to imperfect consumer choices: The role of dichotomous thinking. Journal of Consumer Psychology, 26(1), 98–104. https://doi.org/10.1016/j.jcps.2015.04.002

Horton, K. (2014, julho 25). Como surgiu a ideia da “supermodelo”. Estadão. https://www.estadao.com.br/emais/moda-e-beleza/como-surgiu-a-ideia-da-supermodelo/

Hur, C., Hwang, J., & Yeo, C. (2020). The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study. Journal of Brand Management, 27(3), 300–311. https://doi.org/10.1057/s41262-019-00181-7

Husain, R., Ahmad, A., & Khan, B. M. (2022). The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2034234

Kanan, L. A. (2010). Poder e liderança de mulheres nas organizações de trabalho. Organizações & Sociedade, 17(53), 243–257. https://doi.org/10.1590/S1984-92302010000200001

Kawamura, Y. (2018). Fashion-ology: An Introduction to Fashion Studies (2o ed). Bloomsbury Publishing. https://books.google.com.br/books?id=9eJDDwAAQBAJ

Keiser, S., Garner, M. B., & Vandermar, D. (2017). Beyond design: The synergy of apparel product development. Bloomsbury Publishing USA.

Kline, R. B. (2023). Principles and practice of structural equation modeling (15o ed). Guilford publications.

Kokkoris, M. D. (2019). New insights into the association of maximizing with facets of perfectionism. Personality and Individual Differences, 142, 100–102. https://doi.org/10.1016/j.paid.2019.01.040

Kopalle, P. K., & Lehmann, D. R. (2001). Strategic Management of Expectations: The Role of Disconfirmation Sensitivity and Perfectionism. Journal of Marketing Research, 38(3), 386–394. https://doi.org/10.1509/jmkr.38.3.386.18862

Kotler, P., Keller, K. L., & Chernev, A. (2024). Administração de Marketing (16o ed). Bookman Editora.

Koutra, K., Mouatsou, C., & Psoma, S. (2023). The Influence of Positive and Negative Aspects of Perfectionism on Psychological Distress in Emerging Adulthood: Exploring the Mediating Role of Self-Compassion. Behavioral Sciences, 13(11), 1–15. https://doi.org/10.3390/bs13110932

Kuo, Y.-H. (2022). The retail brand personality—Behavioral outcomes framework: Applications to identity and social identity theories. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.903170

Lasalle, M., & Hess, U. (2022). A motivational approach to perfectionism and striving for excellence: Development of a new continuum-based scale for post-secondary students. Frontiers in Psychology, 13, 1–21. https://doi.org/10.3389/fpsyg.2022.1022462

Lin, C., & Bowman, D. (2022). The impact of introducing a customer loyalty program on category sales and profitability. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102769

Lin, T. T., Yeh, Y.-Q., & Hsu, S.-Y. (2022). Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability, 14(24). https://doi.org/10.3390/su142416546

Longbottom, J.-L., Grove, J. R., & Dimmock, J. A. (2012). Trait perfectionism, self-determination, and self-presentation processes in relation to exercise behavior. Psychology of Sport and Exercise, 13(2), 224–235. https://doi.org/10.1016/j.psychsport.2011.11.003

Ma, M., Guo, K., Li, Z., Xie, C., Wang, D., & Zhang, L. (2023). The Relationship Between Perfectionism and Maximization Tendency. Journal of Individual Differences, 44(4), 254–262. https://doi.org/10.1027/1614-0001/a000399

Marsh, H. W., Hau, K.-T., & Wen, Z. (2004). In Search of Golden Rules: Comment on Hypothesis-Testing Approaches to Setting Cutoff Values for Fit Indexes and Dangers in Overgeneralizing Hu and Bentler’s (1999) Findings. Structural Equation Modeling: A Multidisciplinary Journal, 11(3), 320–341. https://doi.org/10.1207/s15328007sem1103_2

Mazhar, M., Hooi Ting, D., Zaib Abbasi, A., Nadeem, M. A., & Abbasi, H. A. (2022). Gauging customers’ negative disconfirmation in online post-purchase behaviour: The moderating role of service recovery. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2072186

Murray, J. (2012, fevereiro 9). Fat? No, Adele is a normal human being... which is more than you can say for Karl Lagerfeld! Daily Mail. https://www.dailymail.co.uk/femail/article-2098581/Fat-No-Adele-normal-human--say-Karl-Lagerfeld.html

Nelson, M. R., & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515–528. https://doi.org/10.1111/j.1470-6431.2005.00429.x

Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of Green Brand Equity: An Integrated Approach. Journal of Business Ethics, 121(2), 203–215. https://doi.org/10.1007/s10551-013-1689-z

O’Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1), 25–39. https://doi.org/10.1002/cb.155

Oliveira, L. P. de. (2009). Motivação, estratégias de coping e perfeccionismo em atletas profissionalizados e não-proficionalizados de futebol de campo [Dissertação, Universidade Estadual de Maringá]. http://repositorio.uem.br:8080/jspui/handle/1/2258

Oliver, R. (1997). Customer delight: Foundations, findings, and managerial insight. Journal of Retailing, 73(3), 311–336. https://doi.org/10.1016/S0022-4359(97)90021-X

Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4 suppl1), 33–44. https://doi.org/10.1177/00222429990634S105

Osmanova, I., Ozerden, S., Dalal, B., & Ibrahim, B. (2023). Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand. Sustainability, 15(2), 1–15. https://doi.org/10.3390/su15021684

Pereira, N. A. C., & Teixeira, A. (2018). Fatores de Motivação no Consumo de Itens de Luxo. Revista Brasileira de Marketing, 17(3), 401–414. https://doi.org/10.5585/remark.v17i3.3719

Pestana, M. H., & Gageiro, J. N. (2000). Análise de dados para ciências sociais: a complementaridade do SPSS. Edições Sílabo.

Polman, E., & Maglio, S. J. (2022). Effects of maximizing on choosing a product and using it over 1 month. Personality and Individual Differences, 196. https://doi.org/10.1016/j.paid.2022.111702

Raffaelli, C., Bocchi, E., Estes, Z., & Adelman, J. S. (2024). BRAND: Brand recognition and attitude norms database. Behavior Research Methods, 57(17), 1–26. https://doi.org/10.3758/s13428-024-02525-x

Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651–662. https://doi.org/10.1016/j.jbusres.2022.05.058

Rubio, N., Oubiña, J., & Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289–298. https://doi.org/10.1016/j.foodqual.2013.09.006

Sahin, A., Zehir, C., & Kitapç?, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. Procedia - Social and Behavioral Sciences, 24, 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143

Sari, N. P., Artha, B., & Hadi, A. S. (2023). Brand Loyalty: a literature review. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(1), 66–75. https://doi.org/10.29040/ijebar.v7i1.7179

Sayin, E., & Gürhan?Canl?, Z. (2024). The influence of self?brand connection on consumer reactions to symbolic incongruency and perceived betrayal. International Journal of Consumer Studies, 48(2). https://doi.org/10.1111/ijcs.13011

Silvia, P. J., Wigert, B., Reiter-Palmon, R., & Kaufman, J. C. (2012). Assessing creativity with self-report scales: A review and empirical evaluation. Psychology of Aesthetics, Creativity, and the Arts, 6(1), 19–34. https://doi.org/10.1037/a0024071

Smith, M. M., Saklofske, D. H., Stoeber, J., & Sherry, S. B. (2016). The Big Three Perfectionism Scale. Journal of Psychoeducational Assessment, 34(7), 670–687. https://doi.org/10.1177/0734282916651539

Smith, M. M., Sherry, S. B., Ge, S. Y. J., Hewitt, P. L., Flett, G. L., & Baggley, D. L. (2022). Multidimensional perfectionism turns 30: A review of known knowns and known unknowns. Canadian Psychology / Psychologie canadienne, 63(1), 16–31. https://doi.org/10.1037/cap0000288

Spreng, R. A., MacKenzie, S. B., & Olshavsky, R. W. (1996). A Reexamination of the Determinants of Consumer Satisfaction. Journal of Marketing, 60(3), 15–32. https://doi.org/10.1177/002224299606000302

Sprotles, G. B., & Kendall, E. L. (1986). A Methodology for Profiling Consumers’ Decision?Making Styles. Journal of Consumer Affairs, 20(2), 267–279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x

Sprott, D. E., & Shimp, T. A. (2004). Using product sampling to augment the perceived quality of store brands. Journal of Retailing, 80(4), 305–315. https://doi.org/10.1016/j.jretai.2004.10.006

Truta, C., & Nitoiu, C. (2014). Personality Factors and Emotions Involved in Consumer Decision-Making Styles. Romanian Journal of Experimental Applied Psychology, 5(2), 19–26. https://openurl.ebsco.com/EPDB%3Agcd%3A11%3A9517035/detailv2?sid=ebsco%3Aplink%3Ascholar&id=ebsco%3Agcd%3A118569299&crl=c&link_origin=scholar.google.com.br

Tse, D. K., & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An Extension. Journal of Marketing Research, 25(2), 204–212. https://doi.org/10.1177/002224378802500209

Tucker, L. R., & Lewis, C. (1973). A Reliability Coefficient for Maximum Likelihood Factor Analysis. Psychometrika, 38(1), 1–10. https://doi.org/10.1007/BF02291170

Tylka, T. L., & Wood-Barcalow, N. L. (2015). What is and what is not positive body image? Conceptual foundations and construct definition. Body Image, 14, 118–129. https://doi.org/10.1016/j.bodyim.2015.04.001

Vigneron, F., & Johnson, L. W. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of marketing science review, 1(1), 1–15. https://www.researchgate.net/profile/Franck-Vigneron/publication/284218609_A_Review_and_a_Conceptual_Framework_of_Prestige-Seeking_Consumer_Behavior/links/5654910d08aeafc2aabbe1a4/A-Review-and-a-Conceptual-Framework-of-Prestige-Seeking-Consumer-Behavior.pdf

Xi, X., Yang, J., Jiao, K., Wang, S., & Lu, T. (2022). “We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1002275

Xu, Z., Zhang, M., Zhang, P., Luo, J., Tu, M., & Lai, Y. (2023). The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence. Journal of Retailing and Consumer Services, 73. https://doi.org/10.1016/j.jretconser.2023.103296

Wang, P., & Fan, F. (2022). Examining and Expanding the Expectancy Disconfirmation Model: Evidence from Rural China. Discrete Dynamics in Nature and Society, 2022(1). https://doi.org/10.1155/2022/9378101

Wang, X., Yang, Z., & Liu, N. R. (2009). The Impacts of Brand Personality and Congruity on Purchase Intention: Evidence From the Chinese Mainland’s Automobile Market. Journal of Global Marketing, 22(3), 199–215. https://doi.org/10.1080/08911760902845023

Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24(3), 258–270. https://doi.org/10.1177/002224378702400302

Westbrook, R. A., & Oliver, R. L. (1991). The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction. Journal of Consumer Research, 18(1), 84–91. https://doi.org/10.1086/209243

Westhuizen, L. M. van der. (2018). Brand loyalty: exploring self-brand connection and brand experience. Journal of Product and Brand Management, 27(2), 172–184. https://doi.org/10.1108/JPBM-07-2016-1281/FULL/HTML

Ye, L., Bose, M., & Pelton, L. (2012). Dispelling the collective myth of Chinese consumers: a new generation of brand?conscious individualists. Journal of Consumer Marketing, 29(3), 190–201. https://doi.org/10.1108/07363761211221729

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302