The role of brand experience,brand resonance and brand trust in luxury consumption |
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| Affiliation: | 1. Research Scholar, Faculty of Management Studies and Research, Aligarh Muslim University, Aligarh, Uttar Pradesh, India;2. University of Puerto Rico, San Juan, PR, USA;3. Henley Business School, University of Reading, England, UK;4. IESEG School of Management, Paris, France;1. Research Scholar, Department of Management Studies, IIT Roorkee, Roorkee, 247667, India;2. Associate Professor, Department of Management Studies, IIT Roorkee, Roorkee, 247667, India;1. Nottingham University Business School China, University of Nottingham Ningbo China, China;2. University of Sussex Business School, Sussex House, Falmer Brighton, United Kingdom;1. Department of Business Management, Tripura University, Suryamaninagar, Bishalgadh, Tripura, 799022, India;2. Department of Marketing, Griffith Business School, Gold Coast Campus, Griffith University, QLD, 4222, Australia;3. Department of Commerce, Faculty of Management Studies and Commerce, University of Jaffna, PO Box 57, Jaffna, Sri Lanka |
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| Abstract: | Consumption of luxury brands has been rising significantly, particularly in emerging economies.While some aspects of luxury consumption may be consistent across cultural settings, certain key differences may prevail; with particular attention to the relational and experiential aspects that characterize consumer-brand engagements. The purpose of the current research is to address this previously underexplored area and study the impact of consumer-brand dyadic attributes – incorporating brand experience, brand resonance, brand trust, and consumer involvement on the pursuit of luxury brands within the Indian context. Data was gathered using a survey distributed to 413 luxury brand consumers in four major metropolitan cities in India, employing Smart-PLS for analysis. In addition to the main effects, the moderating impact of gender, geographic location, and generation were explored. The results reveal that brand experience and brand resonance are both essential for luxury consumption, with an additional moderating role of generation and gender. Furthermore, consumer involvement is found to mediate the relationship. Implications for scholarship and practice are discussed. |
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