Brand Attachment in the Age of Digital Consumption: Associations with Emotional Brand Experience and Consumer Self-Identity

Dwi Indah Mustikorini; Wiwik Herawati; Pratiwi Dwi Karjati

doi:10.62794/je3s.v7i5.604

Authors

Dwi Indah Mustikorini Universitas Wijaya Kusuma Surabaya
Wiwik Herawati Universitas Wijaya Kusuma Surabaya
Pratiwi Dwi Karjati Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.62794/je3s.v7i5.604

Keywords:

Emotional Brand Experience, Consumer Self-Identity (Brand–Self Congruity), Brand Attachment, Digital Consumption, PLS-SEM

Abstract

This study examines direct and indirect associations among Emotional Brand Experience, Consumer Self-Identity, and Brand Attachment in digital consumption. Consumer Self-Identity is operationalized as perceived brand-self congruity. A cross-sectional explanatory survey included 300 purposively selected consumers aged at least 18 years who had purchased and used an evaluated brand and interacted with it digitally. Data were analyzed using PLS-SEM in SmartPLS 4. Emotional Brand Experience was positively associated with Brand Attachment (beta = 0.340, p < 0.001) and Consumer Self-Identity (beta = 0.537, p < 0.001), while Consumer Self-Identity was positively associated with Brand Attachment (beta = 0.411, p < 0.001). The positive indirect association (beta = 0.221, p < 0.001) was consistent with complementary partial mediation. Reliability and validity criteria were met, and positive Q-squared predict values were reported for the evaluated endogenous indicators. The findings distinguish affective experience, perceived brand-self fit, and attachment within one model; the cross-sectional design does not establish causality or the effects of particular digital interventions.

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