NewLux Brand Relationship Scale: Capturing the scope of mass-consumed luxury brand relationships

Helena Nobre and Cláudia Simões

Journal of Business Research, 2019, vol. 102, issue C, 328-338

Abstract: This paper sheds light into the understanding of the “luxury” construct in the context of mass-consumed luxury brands. The study applies the domain of the brand relationship to the new luxury context. The research adjusts and empirically tests existing scales that are grouped into a new measure – The NewLux Brand Relationship scale – that explains the relationship consumers establish with mass-consumed luxury brands. A questionnaire collected self-reported consumers' perceptions about their relationship with a NewLux brand. Findings revealed that the NewLux Brand Relationship can be captured by four dimensions: commitment, self-connection, intimacy-loyalty, and passion. The study offers a framework that may be used by managers to address mass-consumed consumer-brand relationships. Avenues for future research are presented.

Keywords: Mass-consumed luxury brand; Consumer-brand relationship; Brand personality; Brand experience (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:102:y:2019:i:c:p:328-338

DOI: 10.1016/j.jbusres.2019.01.047

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