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Purpose This study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand relationships. Design/methodology/approach The main data collection was done via a self‐selected online survey of a representative group of younger consumers. Data analysis was performed with structural equation modelling and multidimensional scaling. Findings Three emotional factors enhance younger consumers' brand loyalty, but the strength of the impact varies. Emotional attachment has the strongest impact on brand loyalty, followed by self‐concept connection and brand love. Self‐concept connection increases brand love as well as emotional attachment. The result of perceptual mapping shows different perceptions of the luxury brands in younger consumers' minds. Research limitations/implications Generalizability needs to be established with a wider range of younger consumer groups. The insights on younger consumers' brand relationships help brand managers devise effective brand management strategies. Originality/value This study is the first attempt to identify the importance of emotional aspects in younger consumer‐brand relationship. The current study extends branding literature by shedding lights on the roles of emotional factors in brand management, which also help brand managers.
Hwang et al. (Sat,) studied this question.