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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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Abstract

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.

Keyword : relationship marketing, brand personality, relationship perception, luxury

How to Cite
Scussel, F., & Demo, G. (2019). 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. Brazilian Business Review, 16(2), 174-190. https://doi.org/10.15728/bbr.2019.16.2.5
  Submitted
Dec 5, 2018
Published
Mar 1, 2019
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