Exploring the Luxury Brand Attachment Scale
Posted: 24 Jul 2018
Date Written: December 5, 2016
This research explores a specific scale for luxury brand attachment (LBA). In the research LBA is defined as “the emotional bond that connects a consumer to the luxury brand and develops deep feelings within the consume r towards the luxury brand”. Brand attachment in the luxury branding context is more emotionally driven and the existing brand attachment scales do not reflect these characteristics. To this date scholars have not conceptualised luxury brand attachment as a unique construct in the consumer brand relationship. The generic brand attachment scales have been used to measure consumers’ attachment to luxury brands. Some studies have incorporated the emotional brand attachment in the luxury product category, however these studies do not capture the true essence of consumers’ luxury brand attachment. This study will conceptualise the luxury brand attachment scale and provide insights into preliminary findings. This research will provide meaningful insights for academics and practitioners.
Keywords: luxury brand attachment, scale development, luxury, branding
JEL Classification: M31
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