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

摘要

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.