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

Scussel, Fernanda; Demo, Gisela

doi:10.15728/bbr.2019.16.2.5

Cited by 11 publications

(15 citation statements)

References 51 publications

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“…This scale was cross-culturally validated in the United Stated (Demo & Rozzett, 2013) and in France , confirming its internal structure. Additionally, Rozzett and Demo (2010) adapted and validated the scale in different market sectors in order to focus on the specific needs of the customers of each segment -theme parks (Vasconcelos & Demo, 2012), beverages (Demo & Lopes, 2014), electronic games (Demo, Batelli & Albuquerque, 2015), communication , supermarket (Magrini & Demo, 2017), airlines (Demo et al, 2018) and luxury brands (Scussel & Demo, 2019).…”

Section: Gapsmentioning

confidence: 99%

“…The present business scenario is characterized by the growth of online competition (Kleineberg & Boguña, 2016), the impact of social media in customer-firm dynamics (Malthouse, Haenlein, Skiera, Wege, & Zhang, 2013;Trainor, Andzulis, Rapp, & Agnihotri, 2014), the emergence of consumption experience (Lemon & Verhoef, 2016;Scussel, 2019) and the impact of technology in consumer behavior (Roy & Moorthi, 2017;Marriott, Williams, & Dwivedi, 2017). This perspective demands the constant monitoring of the effect of such reality in the relationships between consumers and firms, also requiring further analysis from the scientific literature in order to understand the phenomena brought by these changes.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

Enes¹,

Lima²,

Demo³

et al. 2021

CBR

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We aim to analyze the evolution and the social and intellectual structure of relationship marketing/CRM scientific field and develop a research agenda. We performed a systematic review and bibliometric analysis of 290 articles published between 2015 and 2020. The social structure of the field shows the concentration of publication in developed countries and the predominance of the North-American approach and its focus on consumer centricity. Five research perspectives compose the intellectual structure of relationship marketing scientific field: business-to-business, customer loyalty, adoption and implementation strategies, theoretical developments and digital relationship marketing. We recommend scholars to address relational studies in emerging economies and the role of sociocultural elements in relationship marketing strategies; the impact of social media in consumers and firms relational dynamics; the multichannel context; and the rise of consumption journey as an opportunity to develop relationships in the multiple touchpoints between consumers and firms during the stages of consumption experience.

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Section: Gapsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

Enes¹,

Lima²,

Demo³

et al. 2021

CBR

Self Cite

View full text Add to dashboard Cite

show abstract

“…In line with the idea of respecting the context and product category, the abovementioned scale was validated for specific sectors of the economy, in an attempt not only to validate the internal structure of the scale, but to respect the particularities of each context of analysis. The scale was validated for luxury brands [43], resulting in the factors brand experience, loyalty and brand image. In the context of airline brands [44], the dimensions attitudinal loyalty, purchase experience, flight experience, and service were found.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Consumers tend to relate to brands when they have a closer intimacy with the brand, which is seen as a hedonic benefit [43] 6. I feel a special customer for this chocolate brand Relationship marketing represents the transition from the focus on the transaction to the focus on the consumer [41] 8.…”

Section: Factor Item Description Theoretical Supportmentioning

confidence: 99%

How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale

et al. 2021

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Although the chocolate market has become increasingly larger and more competitive, no diagnostic measures were found to evaluate relationship marketing from customer perspectives in this very attractive market in the B2C context. Thus, the main purpose of this paper is to obtain validity evidence for the Chocolate Brands Relationship Scale (CBR Scale), a scientific instrument that enables the identification and measurement of the prime aspects perceived by chocolate brands’ customers as relevant in their relationship with such brands. Additionally, we tested the influence of the relationship, evaluated from the validated CBR Scale, with the chocolate consumers’ satisfaction. We conducted a survey with 523 Brazilian consumers, and data were analyzed using Confirmatory Factor Analysis. The CBR Scale is composed of 21 items divided into three factors: Brand Trust, Shopping Experience and Perceived Quality. As theoretical implications, we produce a valid and reliable operational measure, offering a useful starting point from which further theoretical and empirical research of customer relationship management, branding strategies, brand loyalty, and brand experience in the chocolate market can be built. Managerially, the CBR Scale is a valid instrument for practitioners and managers in the chocolate sector to access customers, establishing and developing long-term relationships with them.

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“…An empirical application Important authors of CRM (Gronroos, 2017;Payne, 2012;Toedt, 2014) agree on the relevance of managing the relationship between organizations and their customers. Thus the adaptation of the organizational capacity to detect opportunities in the market and the constant effort of companies on establishing long term relationships with its business partners, especially with its customers, has been established as a priority for enterprises (Demo et al, 2018;Scussel & Demo, 2019).…”

Section: Data Informaɵon Prior Informaɵonmentioning

confidence: 99%

Bayesian factor analysis for mixed data on management studies

Albuquerque

Demo

Alfinito

et al. 2019

RAUSP

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Purpose Factor analysis is the most used tool in organizational research and its widespread use in scale validations contribute to decision-making in management. However, standard factor analysis is not always applied correctly mainly due to the misuse of ordinal data as interval data and the inadequacy of the former for classical factor analysis. The purpose of this paper is to present and apply the Bayesian factor analysis for mixed data (BFAMD) in the context of empirical using the Bayesian paradigm for the construction of scales. Design/methodology/approach Ignoring the categorical nature of some variables often used in management studies, as the popular Likert scale, may result in a model with false accuracy and possibly biased estimates. To address this issue, Quinn (2004) proposed a Bayesian factor analysis model for mixed data, which is capable of modeling ordinal (qualitative measure) and continuous data (quantitative measure) jointly and allows the inclusion of qualitative information through prior distributions for the parameters’ model. This model, adopted here, presents considering advantages and allows the estimation of the posterior distribution for the latent variables estimated, making the process of inference easier. Findings The results show that BFAMD is an effective approach for scale validation in management studies making both exploratory and confirmatory analyses possible for the estimated factors and also allowing the analysts to insert a priori information regardless of the sample size, either by using the credible intervals for Factor Loadings or by conducting specific hypotheses tests. The flexibility of the Bayesian approach presented is counterbalanced by the fact that the main estimates used in factor analysis as uniqueness and communalities commonly lose their usual interpretation due to the choice of using prior distributions. Originality/value Considering that the development of scales through factor analysis aims to contribute to appropriate decision-making in management and the increasing misuse of ordinal scales as interval in organizational studies, this proposal seems to be effective for mixed data analyses. The findings found here are not intended to be conclusive or limiting but offer a useful starting point from which further theoretical and empirical research of Bayesian factor analysis can be built.

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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

Cited by 11 publications

References 51 publications

The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

The Intellectual Structure of Relationship Marketing Scientific Field: proposing new Avenues of Research from a Systematic Review

How Do Brazilian Consumers Relate to Chocolate Brands? Validity and Reliability Evidence of the Chocolate Brands Relationship Scale

Bayesian factor analysis for mixed data on management studies

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