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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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2019-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123058882005 |
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| _version_ | 1825207314900058112 |
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| author | Fernanda Scussel Gisela Demo |
| author_facet | Fernanda Scussel Gisela Demo |
| author_sort | Fernanda Scussel |
| collection | DOAJ |
| 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 |
| id | doaj-art-06708089c1344de49400006626d65c05 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2019-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-06708089c1344de49400006626d65c052025-02-06T23:39:32ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2019-01-0116217419010.15728/bbr.2019.16.2.5The 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 BrandsFernanda ScusselGisela DemoThe 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.http://www.redalyc.org/articulo.oa?id=123058882005relationship marketingbrand personalityrelationship perceptionluxury |
| spellingShingle | 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 BBR: Brazilian Business Review relationship marketing brand personality relationship perception luxury |
| 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_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_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_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 |
| topic | relationship marketing brand personality relationship perception luxury |
| url | http://www.redalyc.org/articulo.oa?id=123058882005 |
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