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

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  • Nobre, Helena
  • Simões, Cláudia

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.

Suggested Citation

  • Nobre, Helena & Simões, Cláudia, 2019. "NewLux Brand Relationship Scale: Capturing the scope of mass-consumed luxury brand relationships," Journal of Business Research, Elsevier, vol. 102(C), pages 328-338.
    • Handle: RePEc:eee:jbrese:v:102:y:2019:i:c:p:328-338
    DOI: 10.1016/j.jbusres.2019.01.047
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    References listed on IDEAS

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    6. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
    7. Sanz-Blas, Silvia & Buzova, Daniela & Pérez-Ruiz, Pilar, 2021. "Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    8. Gilal, Faheem Gul & Gilal, Naeem Gul & Shahid, Shadma & Gilal, Rukhsana Gul & Shah, Syed Mir Muhammad, 2022. "The role of product design in shaping masstige brand passion: A masstige theory perspective," Journal of Business Research, Elsevier, vol. 152(C), pages 487-504.
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