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
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/515 |
Resumo: | 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. |
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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 brandsOs aspectos relacionais do consumo de luxo no Brasil: o desenvolvimento da Escala de Percepção de Relacionamento de Consumidores de Luxo e a análise da influência da personalidade de marca sobre a percepção de relacionamento com marcas de moda de luxorelationship marketingbrand personalityrelationship perceptionluxurymarketing de relacionamentopersonalidade de marcapercepção de relacionamentoluxoThe 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.O principal objetivo deste artigo foi desenvolver uma escala para mensurar a percepção de relacionamento entre consumidores de marcas de moda de luxo no Brasil. Para tanto, seguimos as orientações de Churchill (1979) e Rossiter (2002) para desenvolvimento de escalas, abarcando entrevistas e a criação de uma versão piloto da escala, submetida a dois processos de purificação – análises fatorial exploratória e confirmatória. A Escala de Percepção de Relacionamento de Consumidores de Luxo é um instrumento de 20 itens, composto por três fatores de primeira ordem (experiência com a marca, lealdade do consumidor e imagem de marca) e um fator de segunda ordem (percepção de relacionamento do consumidor), todos com bons índices psicométricos. Como segundo objetivo, testamos a relação entre as dimensões de personalidade de marca sobre a percepção de relacionamento no contexto do luxo, confirmando a relação de predição entre as variáveis. Concernente às contribuições, apresentamos uma nova métrica para a literature de marketing, o que permitirá futuros estudos relacionais com outros construtos relativos ao comportamento do consumidor. Além disso, foi demonstrado empiricamente o impacto da personalidade de marca sobre a percepção de relacionamento, preenchendo uma lacuna da literatura que pode, ainda, auxiliar a pesquisa sobre os antecedentes do marketing de relacionamento. Finalmente, analisamos o consumo de luxo em um país emergente, um tópico de interesse crescente nos estudos, revelando aspectos do relacionamento entre as marcas de luxo e os consumidores brasileiros.FUCAPE Business Shool2019-03-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/51510.15728/bbr.2019.16.2.5Brazilian Business Review; Vol. 16 No. 2 (2019): March to April 2019; 174-190Brazilian Business Review; v. 16 n. 2 (2019): Março a Abril de 2019; 174-1901808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/515/784http://www.bbronline.com.br/index.php/bbr/article/view/515/785Copyright (c) 2019 Brazilian Business Reviewhttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessScussel, FernandaDemo, Gisela2019-04-30T21:21:49Zoai:ojs.pkp.sfu.ca:article/515Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2019-04-30T21:21:49BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
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 Os aspectos relacionais do consumo de luxo no Brasil: o desenvolvimento da Escala de Percepção de Relacionamento de Consumidores de Luxo e a análise da influência da personalidade de marca sobre a percepção de relacionamento com marcas de moda de luxo |
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 |
spellingShingle |
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 Scussel, Fernanda relationship marketing brand personality relationship perception luxury marketing de relacionamento personalidade de marca percepção de relacionamento luxo |
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 |
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 |
author |
Scussel, Fernanda |
author_facet |
Scussel, Fernanda Demo, Gisela |
author_role |
author |
author2 |
Demo, Gisela |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Scussel, Fernanda Demo, Gisela |
dc.subject.por.fl_str_mv |
relationship marketing brand personality relationship perception luxury marketing de relacionamento personalidade de marca percepção de relacionamento luxo |
topic |
relationship marketing brand personality relationship perception luxury marketing de relacionamento personalidade de marca percepção de relacionamento luxo |
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 ofgrowing interest in literature, bringing out the aspects of the relationshipbetween luxury brands and Brazilian customers. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-03-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/515 10.15728/bbr.2019.16.2.5 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/515 |
identifier_str_mv |
10.15728/bbr.2019.16.2.5 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/515/784 http://www.bbronline.com.br/index.php/bbr/article/view/515/785 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2019 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2019 Brazilian Business Review https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 16 No. 2 (2019): March to April 2019; 174-190 Brazilian Business Review; v. 16 n. 2 (2019): Março a Abril de 2019; 174-190 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239087730688 |