89859 20220208112849.0 doi 10.1108/JFMM-09-2019-0215 sideral 118000 ART-2020-118000 eng Wallace, Elaine Facebook and luxury fashion brands: self-congruent posts and purchase intentions 2020 Access copy available to the general public Unrestricted Purpose: This study explores consumers'' self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and whether ASC or ISC of luxury fashion brands on Facebook predicts purchase intention. It also examines trait antecedents of both ASC and ISC Facebook mentions of luxury fashion brands, specifically materialism, self-monitoring and self-esteem. Design/methodology/approach: Findings are presented from a survey of Facebook users who mention luxury fashion brands on the social medium. Findings: Self-esteem was revealed as an antecedent of ASC luxury fashion brands mentioned on Facebook, while materialism and high self-monitoring predicted ISC luxury fashion brands. Only ASC luxury fashion brands mentioned online were positively associated with purchase intention. Research limitations/implications: Results are exploratory, and they are limited to those who are active Facebook users and who mention a luxury fashion brand on Facebook. Practical implications: The study offers implications for managers of luxury fashion brands seeking to utilise Facebook to enhance the purchase intention for their brands or to increase the idealisation of the brand. Originality/value: The paper provides new insights into the relationship between self-congruent mentions of luxury fashion brands on Facebook and purchase intention of those brands, distinguishing between ISC and ASC. This research also offers valuable and useful insights into ISC and ASC antecedents. info:eu-repo/grantAgreement/ES/DGA-FEDER/Construyendo Europa desde Aragón info:eu-repo/grantAgreement/ES/DGA-FSE/S54-17R-GENERES Group info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 3.329 2020 NURSING 147 / 346 = 0.425 2020 Q2 T2 BUSINESS 99 / 153 = 0.647 2020 Q3 T2 MANAGEMENT 141 / 225 = 0.627 2020 Q3 T2 0.77 2020 Marketing 2020 Q1 Business and International Management 2020 Q1 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Buil, Isabel Universidad de Zaragoza (orcid)0000-0001-6631-8909 Catalán, Sara Universidad de Zaragoza (orcid)0000-0001-5268-1723 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 24, 4 (2020), 571-588 J. fash. mark. manag. Journal of Fashion Marketing and Management 1361-2026 251036 http://zaguan.unizar.es/record/89859/files/texto_completo.pdf Postprint 149492 http://zaguan.unizar.es/record/89859/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:89859 articulos driver 2022-02-08-11:25:31 ARTICLE