The Relational Aspects of Luxury Consumption in Brazil: The development of a Luxury Customer Relationship Perception Scale and the Analysis of Brand Personality Influence on Relationship Perception on Luxury Fashion Brands
The main objective of this article is to develop a scale to measure relationship perception among customers of luxury fashion brands in Brazil. We followed Churchill's (1979) and Rossiter's (2002) guidelines on scale development, emcompassing interviews and the creation of a pilot version...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | EN PT |
| Publicado: |
FUCAPE Business School
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/06708089c1344de49400006626d65c05 |
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| Sumario: | The main objective of this article is to develop a scale to measure relationship perception among customers of luxury fashion brands in Brazil. We followed Churchill's (1979) and Rossiter's (2002) guidelines on scale development, emcompassing interviews and the creation of a pilot version of the scale, that went through two purification processes - exploraroty and confirmatory factor analysis. The Luxury Customer Relationship Perception Scale is a 20 items instrument composed by three primary factors (brand experience, customer loyalty and brand image) and a second order factor (customer relationship perception), with good psychometric indices. As a secondary objective, we tested the relation between the dimensions of brand personality on relationship perception in the luxury context, confirming a prediction relation between these variables. Regarding our contributions, we propose a new metric for marketing literature, which enables future relational studies with other consumer behavior constructs. Then, we empirically show the impact of brand personality on relationship perception, filling a gap on literature that can also help the research on the antecedents of relationship marketing. Lastly, we analyse luxury consumption in an emerging country, a topic of growing interest in literature, bringing out the aspects of the relationship between luxury brands and Brazilian customers. |
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