The purpose of this study was to investigate the joint effect of self-monitoring and self-ideal discrepancy on consumer attitude toward luxury fashion brands. Participants (n = 316) who have purchased a luxury fashion brand within the past three years were recruited from a marketing research company and completed an online questionnaire. The results of this study provide empirical evidence that high self-monitors have more positive attitude toward luxury fashion brands when their actual self is close to ideal self in terms of self-efficacy, economic well-being, and experiential well-being. For managers to effectively design and implement luxury fashion branding strategies for high self-monitors who are inherently conspicuous, our findings suggest that they should convey such messages as self-efficacy, economic well-being, and experiential well-being.
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