ESCP Europe

Langue

English

Publication year

01/02/2025

Highlights •Developed a new luxury brand personality (LBP) scale using the lexical approach with six unique dimensions.•The new LBP scale outperforms existing personality scales in predicting luxury brand loyalty and purchase intentions.•LBP influences consumer responses through congruence, distinctiveness, and evaluative traits.•LBP profile congruence and distinctiveness enhance emotional attachment and brand loyalty.•Evaluative LBP traits like “elegance” enhance positive attitudes, while “haughtiness” triggers negative perceptions.