The personality of luxury. A new measure and the effects of brand personality distinctiveness and congruence on consumer responses

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-01 DOI:10.1016/j.jbusres.2024.115107

George Balabanis , Aleksandra Karpova

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引用次数: 0

Abstract

Despite the significance of brand personality for highly symbolic luxury brands, research addressing its measurement within this context remains insufficient. This study introduces an innovative, integrative framework for luxury brand personality (LBP), responding to critiques in brand personality literature. The development and validation of an LBP measurement scale are reported, with a multi-stage process yielding a 31-item LBP scale encapsulating six dimensions: vibrancy, constancy, haughtiness, elegance, demureness, and femininity. Demonstrating reliability across diverse luxury brands, product categories, and levels of luxuriousness, this scale offers valuable insights into LBP assessment. The research findings suggest that LBP positively influences consumer responses via three mechanisms: (1) congruence between LBP and consumer personality, (2) normativeness of the LBP profile, and (3) evaluative nature of LBP traits. This study contributes to understanding luxury brand personality and its impact on consumer perception.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.