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:	Fernanda Scussel, Gisela Demo
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2019
Materias:	relationship marketing brand personality relationship perception luxury Business HF5001-6182
Acceso en línea:	https://doaj.org/article/06708089c1344de49400006626d65c05
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spelling	oai:doaj.org-article:06708089c1344de49400006626d65c052021-11-11T15:48:07ZThe 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 Brands1807-734X10.15728/bbr.2019.16.2.5https://doaj.org/article/06708089c1344de49400006626d65c052019-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123058882005https://doaj.org/toc/1807-734XThe 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.Fernanda ScusselGisela DemoFUCAPE Business Schoolarticlerelationship marketingbrand personalityrelationship perceptionluxuryBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 16, Iss 2, Pp 174-190 (2019)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	relationship marketing brand personality relationship perception luxury Business HF5001-6182
spellingShingle	relationship marketing brand personality relationship perception luxury Business HF5001-6182 Fernanda Scussel Gisela Demo 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
description	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.
format	article
author	Fernanda Scussel Gisela Demo
author_facet	Fernanda Scussel Gisela Demo
author_sort	Fernanda Scussel
title	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
title_short	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
title_full	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
title_fullStr	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
title_full_unstemmed	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
title_sort	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
publisher	FUCAPE Business School
publishDate	2019
url	https://doaj.org/article/06708089c1344de49400006626d65c05
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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

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