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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Bibliografiska uppgifter
I publikationen:BBR - Brazilian Business Review
Huvudupphovsmän: Fernanda Scussel, Gisela Demo
Materialtyp: Artigo
Språk:Inglês
Publicerad: FUCAPE Business School 2019
Ämnen:
Administración y Contabilidad
luxury
brand personality
relationship marketing
relationship perception
Länkar:https://www.redalyc.org/articulo.oa?id=123058882005
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