The use of lisrel in validating marketing constructs
Attachment is basically te process of developing an emotional bond (Collins and Read 1990), which is facilitated by consistent and repeated experiences between relationship partners (Perry 1998).It can be measured on the basis of dependence, anxiety, and closeness (Collins and Read 1990).For example, self-esteem is closely associated with the positive consumption emotions of pride and joy (or happiness). Pride itself is sometimes regarded as an attitude, but is usually conceptualized as an emotion induced by a high self-esteem. Self-esteem is an overall affective evaluation of ones importance and values (Judge, Bono, and Locke 2000), which involves a multidimensional perspective (Feeney and Noller 1990; Noller and Shum 1988). Self-esteem consists of self-appraisal and reflected appraisal (Laverie, Kleine, and Kleine 2002). It is suggested that by using a brand with self-congruent personality, the consumer expresses his or her own values (leading to self-appraisal) and goes through a social adjustment process (resulting in reflected appraisal) at the same time (Hogg, Cox, and Keeling 1998). Cognitive appraisals elicit various emotions (Lazarus 1991; Lea and Webley 1997; Luce, Payne, and Bettman 1999; Richins 1997).
Self-Esteem Process Through the Emotions of Pride and Joy. In sum, the purpose of our study is to empirically investigate the psychological processes involved in the formation of a positive relationship with a brand and explain the role that self-congruity plays in those processes.