The Relational Aspects of Luxury Consumption in Brazil: The development of a Luxury Customer Relationship Perception Scale and the Analysis of Brand Personality Influence on Relationship Perception on Luxury Fashion Brands

The main objective of this article is to develop a scale to measure relationship perception among customers of luxury fashion brands in Brazil. We followed Churchill's (1979) and Rossiter's (2002) guidelines on scale development, emcompassing interviews and the creation of a pilot version...

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Bibliografiske detaljer
Udgivet i:BBR - Brazilian Business Review
Main Authors: Fernanda Scussel, Gisela Demo
Format: Artigo
Sprog:Inglês
Udgivet: FUCAPE Business School 2019
Fag:
Administración y Contabilidad
luxury
brand personality
relationship marketing
relationship perception
Online adgang:https://www.redalyc.org/articulo.oa?id=123058882005
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