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 ofgrowing interest in literature, bringing out the aspects of the relationshipbetween luxury brands and Brazilian customers.
Highlights
Luxury consumption has changed over the years from a traditional consumption model to a relationship-based model, oriented towards a new consumption society that understands buying as a personal and holistic experience (ATWALL; WILLIAMS, 2009)
Given that the scale development began with a construct definition, an extensive literature review on relationship marketing enabled us to define customer relationship perception and the aspects perceived by customers as relevant in their relationship with luxury fashion brands
We developed and validated a Luxury Customer Relationship Perception Scale to apprehend the perception Brazilian costumers have about their relationships with luxury fashion brands
Summary
Luxury consumption has changed over the years from a traditional consumption model to a relationship-based model, oriented towards a new consumption society that understands buying as a personal and holistic experience (ATWALL; WILLIAMS, 2009). Recent findings on luxury fashion market have been directing research on this matter to explore the concept of value, created by interactions between customers and brand, and one of the most important elements of brand competitive advantage (CHOI, KO, KIM, 2016). In this sector, the increase of customer value is connected to the management of intangible.
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