Can You Feel the Luxe? Exploring Consumer-Brand Relationships with Luxury and Neo-Luxury Brands

Činjarević Merima (), Alić Adi () and Hašimović Naida ()
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Činjarević Merima: University of Sarajevo – School of Economic and Business Trg oslobođenja – Alija Izetbegović 1 71000 Sarajevo Bosnia and Herzegovina
Alić Adi: PhD University of Sarajevo – School of Economic and Business Bosnia and Herzegovina
Hašimović Naida: MA Bosnia and Herzegovina

South East European Journal of Economics and Business, 2025, vol. 20, issue 1, 149-162

Abstract: The present study explores linkages between the relational driver (brand involvement) and relationship outcomes (affective brand commitment and brand community identification) of consumer brand engagement among luxury and neo-luxury brands. The sample consisted of 616 consumers, compromising 311 owners of the Hugo Boss brand and 305 owners of the Massimo Dutti brand. Structural equation modelling (SEM) and multi-group analysis were used to test the proposed hypotheses. Findings suggest that brand involvement positively influences the three facets of consumer brand engagement - cognitive, affective, and behavioural, in the context of luxury and neo-luxury consumption. Moreover, the affective component of consumer brand engagement strongly predicts affective brand commitment for luxury and neo-luxury brands. Our findings indicate that the brand community identification with luxury and neo-luxury brands is only driven by affective consumer engagement.

Keywords: Luxury; Neo-luxury; Brand involvement; Brand engagement; Brand community identification; Brand commitment (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:20:y:2025:i:1:p:149-162:n:1011

DOI: 10.2478/jeb-2025-0011

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South East European Journal of Economics and Business is currently edited by Adnan Efendic, Vesna Babić-Hodović and Aziz Šunje

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