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ISSN: 1131-6837 / e-ISSN: 1988-2157
Managemen Le e s
Cuade nos de Ges ión
Enp esa Ins i u ua, UPV/EHU
Conocimien o en Ges ión/Managemen Knowledge
Volume 23 / Numbe 2 (2023) • ISSN: 1131-6837 / e-ISSN: 1988-2157
h p://www.ehu.eus/cuade nosdeges ion/ e is a/es/
An eceden s and consequences o us as a mul idimensional cons uc .
C oss-coun y analysis in he luxu y e ail sec o
An eceden es y consecuencias de la con ianza como un cons uc o mul idimensional. Análisis
ansnacional en el sec o mino is a del lujo
En ique Ma inao-A igas*, Leslie Valenzuela-Fe nández
a
, Co o Chasco
b,c
, Denise La oze-P ehn
d
a Depa amen o de Adminis ación, Facul ad de Economía y Negocios. Uni e sidad de Chile (Chile). Diagonal Pa aguay, 257. San iago - l[email p o ec ed]hile.cl -
h ps://o cid.o g/0000-0002-5817-1879
b Depa men o Applied Economics, Uni e sidad Au ónoma de Mad id (Spain). C/ F ancisco Tomás y Valien e 5, 28049 Mad id - co o.chasc[email p o ec ed]s -
h ps://o cid.o g/0000-0001-8098-9979
c ECEMIN Resea ch G oup, Neb ija Uni e si y (Spain). C/ San a C uz de Ma cenado, 27, 28015 Mad id
d Depa amen o de Adminis ación, Facul ad de Adminis ación y Economía. Uni e sidad de San iago de Chile (Chile). A da. Libe ado Be na do O`Higgins, 3363.
San iago - denise.la [email protected] - h ps://o cid.o g/0000-0002-6138-2570
* Co esponding au ho : Depa amen o de Adminis ación, Facul ad de Adminis ación y Economía, Uni e sidad de San iago de Chile (Chile). A da. Libe ado Be na do
O`Higgins, 3363. San iago–en ique.ma in[email p o ec ed]l–h ps://o cid.o g/0000-0002-1588-5011
ARTICLE INFO
Recei ed 9 May 2021,
Accep ed 14 Ma ch 2022
A ailable online 3 May 2022
DOI: 10.5295/cdg.211490em
JEL: M31
ABSTRACT
The objec i e o his s udy is o unde s and he ole o he mul idimensional us o a luxu y b and as an an eced-
en o consume sa is ac ion and a consequence o epu a ion and amilia i y, conside ing -in u n- ha epu a ion
and amilia i y can be a consequence o he consume ’s cogni i e and a ec i e expe iences. A c oss-coun y anal-
ysis in he luxu y e ail sec o was ca ied ou . Associa ion ela ionships be ween a iables a e es ed by a model o
s uc u al equa ions. Fo his, a ansna ional analysis has been ca ied ou in he luxu y e ail sec o . A non-p ob-
abilis ic sample was used in his s udy. 1058 people we e in e iewed, 608 consume s in San iago (Chile) and 450
in Mad id (Spain). The key ole played by he mul idimensional us o a luxu y b and as an an eceden o sa is-
ac ion and consequence o epu a ion and amilia i y is con i med. When obse ing he epu a ion and amili-
a i y o a luxu y b and as a esul o he cogni i e and a ec i e expe iences o he consume , di e ences be ween
Chile and Spain ha e been disco e ed. Manage s can no only use he b and’s own cha ac e is ics o di e en ia e
hemsel es om he compe i ion, bu hey can also do so h ough he mul i-dimensional us o he luxu y b and.
Keywo ds: B and Luxu y, T us , Sa is ac ion, Repu a ion, Familia i y, C oss-cul u al Analysis.
RESUMEN
El obje i o de es e es udio es comp ende el papel de la con ianza mul idimensional de una ma ca de lujo como
an eceden e de la sa is acción del consumido y consecuencia de la epu ación y de la amilia idad, eniendo en
cuen a —a su ez— que la epu ación y la amilia idad pueden se consecuencia de las expe iencias cogni i as
y a ec i as del consumido . Se lle ó a cabo un análisis compa a i o de países en el sec o mino is a de lujo. Las
elaciones de asociación en e a iables se p ueban median e un modelo de ecuaciones es uc u ales. Pa a ello, se
ha ealizado un análisis ansnacional en el sec o del e ail de lujo. En es e es udio ue u ilizada una mues a no
p obabilís ica. Se en e is ó a 1058 pe sonas, 608 consumido es en San iago (Chile) y 450 en Mad id (España).
Se con i ma el papel cla e que juega la con ianza mul idimensional de una ma ca de lujo como an eceden e de la
sa is acción y consecuencia de la epu ación y la amilia idad. Al obse a la epu ación y la amilia idad de una
ma ca de lujo como esul ado de las expe iencias cogni i as y a ec i as del consumido , se descub en di e encias
en e Chile y España. Los ge en es no solo pueden u iliza las ca ac e ís icas p opias de la ma ca pa a di e encia se
de la compe encia, sino que ambién pueden hace lo a a és de la con ianza mul idimensional de la ma ca de lujo.
Palab as cla e: Ma ca de Lujo, Con ianza, Sa is acción, Repu ación, Familia idad, Análisis In e cul u al.
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
52 En ique Ma inao-A igas, Leslie Valenzuela-Fe nández, Co o Chasco, Denise La oze-P ehn
1. INTRODUCTION
Despi e he global heal h c isis p oduced by COVID-19,
i is expec ed ha in he pe iod be ween 2020 and 2025, he
global luxu y ma ke will g ow annually by 7.4%. The con-
sump ion o luxu y b ands is cons an ly expanding wo ldwide
a ec ing ei he de eloping o de eloped coun ies as i is he
case o Chile and Spain, espec i ely. In his con ex , i is ex-
pec ed ha by 2025 he consump ion o luxu y b ands in Chile
will be app oxima ely 689 million US dolla s, which is 0.25%
i s g oss domes ic p oduc (GDP), while o ecas s poin o he
consump ion o luxu y b ands in Spain app oaching 10,744
million dolla s in 2025, a 0.77% o i s GDP (S a is a, 2022; The
Wo ld Bank, 2022). Chile and Spain could be conside ed as a
pa adigma ic case. They a e simila coun ies sha ing a com-
mon his o y and cul u al backg ound, as Spanish-speaking and
Ch is ian-Ca holic na ions (Ho s ede, 2001). Howe e , hey
also ha e di e en economic and ma ke cha ac e is ics (Vi-
llegas-Pinue e al., 2021), mainly due o he economic gap s ill
p esen be ween bo h coun ies (Chile’s GDP is only 20% he
Spanish one). In his sense, i is no only cul u al di e ences
(Kap e e & Vale e-Flo ence, 2021), bu also he cha ac e is ics
o he ma ke s ha a ec he pe cep ion and consump ion o
luxu y b ands (Koo enaie & Koo enaie, 2021). And his is wha
i is highligh ed in his pape wi h his speci ic c oss-coun y
analysis be ween Chile and Spain.
The li e a u e de ines luxu y b ands as based on consume
pe cep ion o high p ice, supe io quali y, and aes he ic alue,
being a e and ex ao dina y, wi h a high deg ee o non- unc-
ional associa ions (Heine, 2012; Ko e al., 2019). Gi en hese
cha ac e is ics, i is easy o main ain i s esale alue (Tu unen &
Pöy y, 2019) and es ablish sca ci y s a egies o in luence con-
sume pu chasing decisions (Wu e al., 2012).
One o he aims o his pape is, i s ly, o highligh ha lux-
u y b ands a e no only acqui ed o hei exclusi i y bu also
o he us hey o e o hei consume s (Kauppinen-Räisänen
e al., 2020), because i is an impo an p eceden o cus ome
sa is ac ion (Chaudhu i & Holb ook 2001; Kim, 2019; Kim &
Kim, 2020), and i is also conside ed as one o he mos impo -
an an eceden s o p opensi y o buy (Delgado-Balles e , 2004).
Secondly, we also p opose us as a mul idimensional con-
s uc , in he sense ha o imp o e pu chasing op ions, no only
is us in luxu y b ands impo an (Chae e al., 2020), bu us
in he sales o ce is also key (Chung e al., 2020). F om his pe -
spec i e, he e a e ew indings ha ha e in eg a ed us in he
b and (Eb ahim, 2020) wi h us in he sales o ce o analysis in
he luxu y ma ke (Chiu e al., 2010).
Thi dly, we p opose ha us in he b and is a consequence
o wo cons uc s: on he one hand, he co po a e epu a ion o
he s o e (Keh & Xie, 2009), which has also been conside ed as
an in angible asse di ec ly associa ed wi h he p es ige o he
b and (Ba a , 2019), and on he o he hand, he cus ome ’s a-
milia i y wi h he b and (Kuo & Nagasawa, 2020), which can be
unde s ood as he sum o di ec o indi ec cus ome expe ienc-
es wi h he b and (Klein e al., 2016).
Fou hly, we also ound e idence o consume expe ience as
a key ini ial an eceden o he consume ’s bond wi h he b and
(Ahn & Back, 2020). Thus, he cogni i e s yle and a ec i e in-
ensi y o he consume expe ience play an impo an ole as
de e minan s o he b and’s epu a ion (Ozye , 2016) and o he
clien ’s amilia i y wi h he b and (Kim e al., 1998).
Finally, as s a ed in Bian and Fo sy he (2012), mos c oss-
coun y s udies simply analyze he impac o cul u al di e ences
on pu chase in en ion o luxu y b ands. Ou pape also aims a a
deepe unde s anding o pu chase in en ion o ma ion o luxu y
goods as an ou come o sa is ac ion, which in u n is p edic ed by
a mul idimensional cons uc o us o bo h wi hin and ac oss
coun ies.
Nex , he heo e ical amewo k ha suppo s he hypo heses
o his s udy is p esen ed. Then he me hodology is de eloped,
and he main esul s a e a gued. Finally, he conclusions sup-
po ed by a discussion a e epo ed.
2. LITERATURE REVIEW
2.1. Sa is ac ion wi h luxu y b ands
The sa is ac ion o a consume wi h a luxu y b and gene a es
a s ong cogni i e and a ec i e link in he long e m (Shimul &
Phau, 2018). Consume sa is ac ion has been de ined as a pol-
ysemic concep esul ing om he cogni i e and / o a ec i e
expe ience ha he consume pe o ms a e pu chase (Danesh
e al., 2012). I has also been de ined as a s a e ob ained h ough
he consume ’s speci ic expe ience wi h a speci ic a ibu e o he
p oduc o se ice (Taylo e al., 2004) o as a global expe ience
wi h he b and h ough each pu chase o consump ion e en
(Kuikka & Laukkanen, 2012). Ano he de ini ion includes he
alignmen be ween se ice ailu e and he consequen eco e y
e o s accomplished by he b and (Sinha & Lu, 2019). Speci i-
cally, cus ome sa is ac ion wi h luxu y b ands is seen a he as
he esul o a global expe ience accumula ed by he consume
om a gene al o e all assessmen o he b and (Kim e al., 2009;
Pappu & Ques e , 2006).
2.2. Mul idimensional concep o us in a luxu y b and
Consume us in a luxu y b and inc eases he p obabili y
o being selec ed among he pu chase op ions (Chae e al., 2020).
As in in e pe sonal ela ionships, us also plays an especially
impo an ole in gene a ing a long- e m link be ween he con-
sume and a b and, ac ing as a concep meso be ween bo h pa -
ies (Ma inao e al., 2017). The e o e, consume us in a b and,
being pa o i s c edibili y, plays a key ole as a ma ke ing ool
(Reas , 2005). In gene al, us in a ela ionship be ween wo pa -
ies is de ined as he ce ain y pe cei ed by one side ha hei
in e locu o will ac wi h in eg i y and eliabili y (Si deshmukh
e al., 2002). On a s uc u al le el, us be ween consume s and
b ands can also be conside ed as a mul idimensional cons uc
composed o elemen s such as hones y, bene olence, and com-
pe ence o he second owa ds he i s (Wang e al., 2014). In he
luxu y b and sec o , in addi ion o consume us in he b and,
he s a egic ole o he s o e’s sales o ce is pa icula ly ele an
(Hughes & Ahea ne, 2010).
Indeed, despi e he apid de elopmen o online echnologies
and social ne wo ks ha acili a e e-comme ce, he e a e many
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
An eceden s and consequences o us as a mul idimensional cons uc . C oss-coun y analysis in he luxu y e ail sec o 53
buye s who s ill alue he in-s o e shopping expe ience because
hey gain ele an powe om seeing and ouching he p oduc ,
as well as om in e ac ing wi h he s o e sales o ce (Liu e al.,
2013). Luxu y b and s o es he e o e mus p o ide hedonic and
special aes he ic in e ac ions h ough hei en i onmen . This
may include he use o i uals employed by s a o encou age
consume s ha he b and luxu y s o e is a place o p i ilege (Lu-
na do & Mouangue, 2019). G ea e cus ome us in he sales
o ce, oge he wi h he design o he s o e, will gene a e in he
consume posi i e emo ions, a highe le el o us and e en
a be e image o he luxu y b and (Jiang e al., 2014). Conse-
quen ly, consume us in he luxu y b and and i s s o e sales
o ce is made up o he pe cep ion o hones y, bene olence and
compe ence ha is possessed by bo h he b and i sel and i s as-
socia ed sales o ce.
2.3. Repu a ion o luxu y b ands
The epu a ion o a luxu y b and om collec i e ials, will
ha e long- e m social and en i onmen al impac s (Lies, 2020).
The epu a ion o a b and is a his o ical and in angible asse
capable o assis ing in he s a egic co po a e leade ship o a
company a an in e na ional le el (Han e al., 2015). The ep-
u a ion o a b and has been de ined as he goodwill ha con-
sume s a ibu e o i om hei p e ious posi i e expe iences
(Dahlén e al., 2009) o as he gua an ee ha an in eg al se ice
is o e ed, compa able o he philosophy o ze o de ec s (Casalo
e al., 2007).
The e o e, i is an impo an componen o he capi al o a
b and and an ad an age ha limi s he ac ions o compe i o s
(Ab aham e al., 2016). Plainly, is one o he mos impo an
signals ha p oduce s ansmi o he ma ke o c edibili y
(Velou sou & Mou inho, 2009). Fo all hese easons, epu a-
ion is a key componen o he ma ke ing s a egy o a luxu y
b and, as i can help expand i s p esence, s eng hen i s s a us,
and aise awa eness o i s exis ence in consume s (Fionda &
Moo e, 2009).
2.4. Familia i y wi h luxu y b ands
Familia i y is ob ained om knowledge accumula ed
h ough con inuous cus ome expe iences wi h he luxu y
b and (Kuo & Nagasawa, 2020). Familia i y consis s o he
knowledge s uc u e and associa ions ha he consume e-
ains in his memo y abou a b and (Delgado-Balles e e al.,
2012). In his way, he g ea e he deg ee o amilia i y o a con-
sume wi h a b and, he g ea e he conside a ion hey ha e o
i and he g ea e he a en ion hey will place on ecei ing in-
o ma ion abou i (Pa k & S oel, 2005). The e o e, amilia i y
wi h a b and has di ec and posi i e e ec s on he consume ’s
in en ion o buy. In his sense, amilia i y helps he consume
pe cei e a low le el o isk when buying a b and hus ein o c-
ing he pe cep ion o he b and’s quali y (Du sun e al., 2011).
Familia i y wi h a luxu y b and could also be de ined as he
numbe o expe iences accumula ed by he consume wi h he
b and (Tam, 2008). Massa a e al. (2019) sugges s ha amili-
a i y wi h a speci ic b and may also in luence he consume ’s
willingness- o-pay.
2.5. Cogni i e expe ience wi h luxu y b ands
The cogni i e expe ience o he luxu y b and can be de ined
as he b and- ela ed hough p ocessing and elabo a ion (B odie
e al., 2013). I ocuses on he belie ha he consume will ob ain
he expec ed bene i s (De Sil a e al., 2020). Cogni i e expe i-
ence is an impo an indica o o cus ome engagemen wi h he
luxu y b and (Bazi e al., 2020). Specialized li e a u e consid-
e s ha , om he cogni i e-beha io al poin o iew, in e ela-
ions be ween he consume and he b and make i possible o
es ablish an associa ion o memo y s uc u e ha acili a es he
p ocessing and subsequen eco e y o in o ma ion (Cle e al.,
2014). The consume ’s cogni i e pe cep ion ou e ep esen s a
p ocess o med by he knowledge, image, and pe cei ed qual-
i y o he b and (Ma hews e al., 2014). The pe cep ion o he
cogni i e a ibu es o a b and helps i o be be e known by he
consume (Vinhas & Fa idah, 2006).
The i s cogni i e expe ience o he consume wi h a b and
a o s he good subsequen p edisposi ion o he i s wi h he
second and, he e o e, a mo e a o able pu chase in en ion a is-
es (Sanyal e al., 2014). The cogni i e o ce o a luxu y b and,
o med by he belie s and knowledge ha he consume possess-
es, is one o he main cha ac e is ics o he luxu y b and (Hen-
nigs e al., 2015).
2.6. A ec i e expe ience wi h luxu y b ands
A ec i e expe ience plays an impo an ole in he mo i a-
ion and pu chase decision o luxu y b and consume s (Fa ah
& Ramadan, 2020). A ec i e expe ience is an impo an indi-
ca o o he clien ’s commi men o he luxu y b and (Bazi e al.,
2020). Expe iences wi h luxu y b ands c ea e an in ense emo-
ional bond wi h he consume (De Ke ile & Rod iguez, 2019).
The li e a u e de ines he a ec i e expe ience o a b and as he
judgmen ha a consume makes based on he eelings, moods,
and emo ions ha he b and p o okes (Malho a, 2005). Speci i-
cally, luxu y b ands can cause posi i e emo ions in he consume
and, he e o e, a s ong a achmen and emo ional in ol emen
wi h he b and, a g ea e commi men and loyal y owa ds hem,
as well as an explici in en ion o he consume o buy (Chan
e al., 2015; Hennigs e al., 2015; Sanyal e al., 2014). Bachmann
e al. (2019) poin ou ha he consume s’ engagemen , d i en
by s ong a i udinal a achmen s, c ea es an emo ional bond o
us and commi men wi h a b and. In u n, hey may become
“b and ambassado s” who ecommend and e en in luence u-
u e pu chases o he p oduc . The e o e, posi i e a ec i e expe-
iences a e conside ed a powe ul p edic o o consume beha -
io o luxu y b ands (Ko & Megehee, 2012).
Hennings e al. (2015) sugges ha consume s wi h high lux-
u y alue pe cep ion in a s a us-conscious con ex will ha e a
posi i e a i ude owa ds he luxu y b and and ecommend i o
o he consume s.
3. THEORETICAL MODEL
The heo y o epu a ion in o ganiza ions, p oposed by Zinco
e al. (2007), conside s pe sonal well-being o sa is ac ion as an
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
54 En ique Ma inao-A igas, Leslie Valenzuela-Fe nández, Co o Chasco, Denise La oze-P ehn
indi ec ou come o epu a ion media ed by us . F om he spe-
ci ic pe spec i e o ma ke ing, he us in he luxu y b and –de-
ined as he pe cep ion o he educ ion o i i a ion o anxie y a
he ime o pu chase, o ai h in he supplie and he knowledge
o wha o expec – will posi i ely a ec he gene al sa is ac ion
o he clien (Chiou & D oge, 2006). Ma ke ing li e a u e has ex-
plained ha , bo h om a psychological and economic poin o
iew, he g ea e he us o he consume owa ds a p oduc and
i s selle s, he g ea e ha consume ’s sa is ac ion will be (E ciş
e al., 2012). This ela ionship has been demons a ed in he
p emium cosme ics ma ke (Chiou & D oge, 2006) and in he
ela ionship be ween companies in elec onic comme ce (Kim
e al., 2009). The e o e, i is possible o es ablish he ollowing
hypo hesis:
H1: T us in he luxu y b and di ec ly and posi i ely in luences
consume sa is ac ion.
Acco ding o he heo y o epu a ion in o ganiza ions, us
is one o he di ec ou comes o epu a ion (Zinco e al., 2007).
In e ec , he epu a ion o a b and can educe unce ain y and
build consume us (Han e al., 2015). In u n, specialized li e -
a u e has shown ha co po a e epu a ion posi i ely a ec s con-
sume us (Keh & Xie, 2009). Simila ly, he epu a ion o a web
page has posi i e e ec s on he us o a i ual buye (Casalo
e al., 2007). Conside ing his con ex , i is possible o es ablish
he ollowing hypo hesis:
H2: The epu a ion o a luxu y b and di ec ly and posi i ely
a ec s consume us .
A sociological heo y o us conside s he amilia i y as a
p econdi ion o us . In ac , “ us is only possible in a amil-
ia wo ld, i needs his o y as a eliable backg ound” (Luhmann,
1979, p. 20). Li e a u e in he ield o elec onic comme ce has
also demons a ed he di ec and posi i e ela ionship ha ex-
is s be ween amilia i y wi h a b and and consume us (Van
Dyke e al., 2007). Simila ly, i is also demons a ed ha amil-
ia i y wi h a p oduc h ough physical con ac and ela ionship
wi h employees posi i ely a ec s consume us (Benedick us
e al., 2010). Familia i y wi h he luxu y b and has been p o en
o ha e a posi i e e ec on consume us . (Kuo & Nagasawa,
2020). In his sense, i is possible o es ablish he ollowing hy-
po hesis:
H3: Familia i y wi h he luxu y b and di ec ly and posi i ely
a ec s consume us .
The di ec and posi i e ela ionship be ween he cogni i e
expe ience ha a consume makes o a b and and he epu a ion
o he la e has long been demons a ed in di e en con ex s
and sec o s (Milewicz & He big, 1994). Fo example, in he ield
o o ganiza ional heo y, i has been shown ha he co po a e
epu a ion o a company is a consequence o he cogni i e assess-
men pe o med by he e alua o s (Bi ek ine, 2011).
In he ield o g oup wo k, i has also been shown ha he
cogni i e pe cep ion o powe among people o subg oups is e-
la ed o hei epu a ion (Fiol e al., 2001). Fu he mo e, in he
con ex o indus ial ad e ising, i is known ha he cogni i e
pe cep ion ha he buye possesses is an impo an an eceden
o he selle ’s co po a e epu a ion (Leigh, 1982). Based on hese
indings, i is possible o es ablish he ollowing hypo hesis:
H4: The consume cogni i e expe ience di ec ly and posi i ely
a ec s he epu a ion o he luxu y b and.
Simila ly, om he poin o iew o in o ma ion p ocessing,
amilia i y wi h a p oduc is de e mined by he cogni i e s uc-
u e ha he consume possesses in hei memo y (S i as a a &
Kamda , 2009). P oduc amilia i y is a consequence o he cog-
ni i e s uc u es o p oduc knowledge (Ma ks & Olson, 1981).
F om his pe spec i e, i is possible o es ablish he ollowing
hypo hesis:
H5: The consume cogni i e expe ience di ec ly and posi i ely
a ec s amilia i y wi h he luxu y b and.
This ela ionship has been e i ied in di e en con ex s.
Thus, om he poin o iew o s a egic managemen , i has
been shown ha he ans e o a ec ion unde s ood as he emo-
ional engagemen o employees o consume s a ec s he co po-
a e epu a ion o he company (Da ies e al., 2010). In he ield
o co po a e communica ion, i he consume has a good emo-
ional image o an o ganiza ion, his posi i ely a ec s i s epu a-
ion (Cian & Ce ai, 2014). Fu he mo e, om he pe spec i e
o public ela ions, consume emo ions also ha e a posi i e e ec
on a company’s co po a e epu a ion (Choi & Lin, 2009). Thus, i
is possible o es ablish he ollowing hypo hesis:
H6: The consume a ec i e expe ience di ec ly and posi i ely
a ec s he epu a ion o he luxu y b and.
The emo ional s imuli e alua ed posi i ely by he indi idu-
al also plays an impo an ole in he p ocess o amilia i y and
associa ion in hei memo y (Ochsne , 2000). A ec i e signals
pe cei ed as posi i e by he subjec lead o a g ea e sense o a-
milia i y wi h he objec (Kim e al., 2016; Ve de e al., 2010).
This same ela ionship has been ound in a luxu y b and ha
managed o c ea e a powe ul an eceden o amilia i y h ough
he a ec ion o consume s (Kim e al., 1998). Howe e , he con-
sump ion o luxu y can also ha e unin ended consequences, o
example, he lack o au hen ici y o a luxu y b and has a nega i e
impac on i s a ec i e expe ience (Goo e al., 2020). Based on
his e idence, i is possible o es ablish he ollowing hypo hesis:
H7: Consume a ec i e expe ience posi i ely a ec s he amili-
a i y wi h he luxu y b and.
Conce ning he c oss-cul u al speci ici ies be ween Chile
and Spain, i mus be said ha Chilean and Spanish people sha e
a common a e sion o unce ain y, which unde lines he ole o
sa e y and us in wha e e dimension o li e (Ho s ede, 2001).
Hence, i is expec ed o ind simila in e cul u al in ensi y in he
ela ions whe e he cons uc o us is conce ned, as bo h an-
eceden o sa is ac ion and consequence o a b and epu a ion
and amilia i y.
Con e sely, he Spanish socie y is iden i ied as mo e indi id-
ualis and compe i i e han he Chilean one, while he Chilean
socie y shows a highe endency o be mo e collec i is o con-
ce ned by social epu a ion. Hence, he Spanish consume s end
o build a luxu y b and epu a ion h ough a ec i e expe ience
(indi idual eelings), while he Chilean ones iden i y b and ep-
u a ion h ough he cogni i e expe ience o mo e objec i e qual-
i ies which can be ound in high social class indi iduals. The e-
o e, i is expec ed o ind di e en in ensi ies in he ela ions
be ween b and epu a ion, amilia i y, and expe ience. Based on
hese commonali ies and di e ences, i is possible o spli he
p e ious hypo heses as ollows:
H1a: The in ensi y o he e ec o us in he luxu y b and on
consume sa is ac ion emains cons an in Chile and Spain.
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
An eceden s and consequences o us as a mul idimensional cons uc . C oss-coun y analysis in he luxu y e ail sec o 55
H2a: The in ensi y o he e ec o a luxu y b and epu a ion on
consume us emains cons an in Chile and Spain.
H3a: The in ensi y o he e ec o amilia i y wi h he luxu y
b and on consume us emains cons an in Chile and Spain.
H4a: The in ensi y o he e ec o consume cogni i e expe i-
ence on he epu a ion o he luxu y b and unde goes a ia ions in
Chile and Spain.
H5a: The in ensi y o he e ec o he consume cogni i e expe-
ience on amilia i y wi h he luxu y b and unde goes a ia ions
in Chile and Spain.
H6a: The in ensi y o he e ec o consume a ec i e expe i-
ence on he epu a ion o he luxu y b and unde goes a ia ions
in Chile and Spain.
H7a: The in ensi y o he e ec o he consume a ec i e expe-
ience on amilia i y wi h he luxu y b and unde goes a ia ions
in Chile and Spain.
In line wi h MacKenzie e al. (2005), he concep ual model
(see Fig. 1) e lec s he hypo heses made based on he indings
o p e ious s udies:
T us
Cogni i e
expe ience
B and
epu a ion
A ec i e
expe ience
B and
amilia i y
T us
luxu y
b and
Hones
luxu y
b and
Sa is ac ion
Compe en
luxu y
b and
Hones
sales o ce
Bene olen
sales o ce
Compe en
sales o ce
T us
sales
o ce
Bene olen
b and
H4
H6
H7
H5
H1
H3
H2
Figu e 1
Concep ual model
Sou ce: own elabo a ion.
4. EMPIRICAL MODELLING
4.1. P ocedu e
This esea ch is based on a ace- o- ace opinion poll. Th ough
a p ocess o alida ion o he measu emen scales, i was possible
o p opose a hypo hesis o in e ela ion be ween he ac o s ha
in luence he sa is ac ion o a consume o luxu y b ands. The
esul s allow o he p oposal o a heo e ical model pe aining
o he an eceden s o consume sa is ac ion o luxu y b ands and
he ole played by us in he luxu y b and.
Opinion su ey on luxu y b ands:
The su ey was designed using a mul i-s ep me hodological
p ocess, ollowing Deng and Da (1994). This wi h he pu -
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
56 En ique Ma inao-A igas, Leslie Valenzuela-Fe nández, Co o Chasco, Denise La oze-P ehn
pose o building measu emen scales ha ha e a high deg ee
o eliabili y, alidi y, and dimensionali y. Sa is ac ion, us in
he b and and in he s o e’s sales o ce, epu a ion, amilia i y,
cogni i e expe ience, and a ec i e expe ience we e e alua ed.
The i s s ep consis ed o he cons uc ion o he scales wi h a
high deg ee o con en alidi y. The scales used o his s udy
we e de eloped om p e ious scales: sa is ac ion: Choi and
Lee (2012), Kim e al. (2013); us : Doney and Cannon (1997);
Kuma e al. (1995), Roy e al. (2001) and Siguaw e al. (1998);
epu a ion: Fomb un e al. (2000); Ja enpaa e al. (2000);
McKnigh e al. (2002) and Nguyen and Leblanc (2001); amil-
ia i y: Coul e and Coul e (2003); Ge en (2000) and Kennedy
e al. (2001); a ec i e expe ience: Madden e al. (1988) and
Yoo e al. (1998); cogni i e expe ience: Chiu e al. (2005) and
Downs (1970).
Fo he second s ep, a s udy was conduc ed h ough a c i ical
inciden in e iew in which he in e iewees we e asked o de-
sc ibe he key componen s o he p e ious cons uc s. We in e -
iewed 50 selec ed indi iduals in a sample o non-p obabilis ic
con enience om a g oup o consume s who wen o he luxu y
b ands dis ic in San iago, Chile. Simila ly, he same p ocedu e
was applied o an equal amoun o people who wen o buy a a i-
ous luxu y b and s o es in Mad id, Spain. This p ocedu e allowed
he iden i ica ion o a i s scale o cus ome sa is ac ion, us in
he luxu y b and and in he s o e’s sales o ce, epu a ion, amilia -
i y, and cogni i e and a ec i e expe ience. The hi d s ep saw he
e i ica ion o hese scales, conside ing he p ocess ecommend-
ed by De Wul and Odeke ken-Schö de (2003), which consis s
o pe o ming a se ies o in e iews, bo h wi h egula cus ome s
o luxu y b ands and wi h comme cial execu i es om he e ail
indus y specialized in luxu y p oduc s in San iago and Mad id.
These analyses allowed, on he one hand, he iden i ica ion
o he i ems e lec ing mo e adequa ely hei co esponding di-
mension, and on he o he hand, he e-assignmen o comple e
elimina ion o he i ems ha p o ed o be con lic i e o edun-
dan . Conside ing a modi ica ion o he me hod de eloped by
Zaichkosky (1985), each pa icipan in his quali a i e analysis
was asked o classi y he ela ionship o each p e iously de el-
oped i em o i s cons uc o dimension.
The h ee al e na i es used we e: 1) clea ly ep esen a-
i e,2)sligh ly ep esen a i e, o 3) no a all ep esen a i es. In
he inal s ep, he i ems ha showed a high le el o consensus
we e e ained as shown in Lich ens ein e al. (1990).
4.2. Ques ionnai e cons uc ion
In his nex me hodological s ep, a p elimina y ques ionnai e
was cons uc ed, es ed wi h a andom sample o 50 consume s
who wen o he luxu y b ands dis ic in San iago and 50 con-
sume s who isi ed di e en luxu y b and s o es in Mad id. Bo h
samples we e di e en om he p e ious samples. An explo a o y
ac o analysis was hen applied o he esul s o his p e- es o cal-
cula e he C onbach’s alpha o each o he esul ing dimensions.
The ele ance and cohe ence o he i ems ha composed
each cons uc we e con i med. The i ems we e w i en as s a e-
men s o be e alua ed using a 7-poin Like scale (see Table1).
All s a emen s we e w i en so ha hey could be unde s ood
and answe ed by all pa icipan s in e iewed.
Table1
Measu emen Scales
Sa is ac ion
Sa 1 Th ough his luxu y b and I eel e y sa is ied
Sa 2 Th ough his luxu y b and I ha e e y sa is ac o y
expe iences
Sa 3 Th ough his luxu y b and I ha e done impo an
encoun e s
Sa 4 Th ough his luxu y b and I eel e y sa is ied wi h i s
cha ac e is ics
Sa 5 Th ough his luxu y b and I eel e y sa is ied because
i is ideal o me
T us
T us luxu y b and
Hones luxu y
B and
Holb1 This luxu y b and is eliable
Holb2 This luxu y b and is in eg a ed
Bene olen
luxu y b and
Belb1 This luxu y b and ac s in my bene i
Belb2 This luxu y b and ac s in my a ou
Compe en
Luxu y b and
Colb1 This luxu y b and makes ashion a p ime job
Colb2 This luxu y b and makes ashion an “a ”
T us sales o cé
Hones sales
o ce Hos 1 The luxu y b and`s sales o ce is hones
Hos 2 The luxu y b and`s sales o ce is espec ul
Bene olen
sales o ce
Bes 1 The luxu y b and`s sales o ce ca es abou my
well-being
Bes 2 The luxu y b and`s sales o ce has empa hy
o me
Compe en
sales o ce
Cos 1 The luxu y b and`s sales o ce knows how o
ea me
Cos 2 The luxu y b and`s sales o ce has pa amoun
skills
Repu a ion (Rep)
Rep1 This luxu y b and has a good epu a ion
Rep2 This luxu y b and has a be e epu a ion han o he
simila b ands
Rep3 This luxu y b and is highly espec ed by people
Rep4 People speak e y well o his luxu y b and
Rep5 This luxu y b and his o ically has a good epu a ion
Familia i y (Fam)
Fam1 This luxu y b and is amilia o me
Fam2 This luxu y b and is e y well known o me
Fam3 F om his luxu y b and I am always well in o med (a)
Fam4 I always ha e his luxu y b and in mind
Fam5 My iends say ha I know his luxu y b and e y well
Cogni i e expe ience (Coge)
Coge1 This luxu y b and is mo e elegan han o he b ands
Coge2 This luxu y b and is o be e quali y han o he b ands
Coge3 This luxu y b and is a sa e op ion han o he b ands
Coge4 This luxu y b and is mo e inno a i e han o he b ands
Coge5 This luxu y b and is mo e dominan han o he b ands
A ec i e expe ience (A e)
A e1 I eel his luxu y b and is en e aining
A e2 I eel his luxu y b and is li ely
A e3 I eel his luxu y b and is nice
A e4 I eel his luxu y b and is chee ul
A e5 I eel his luxu y b and is s imula ing
Sou ce: own elabo a ion.
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
An eceden s and consequences o us as a mul idimensional cons uc . C oss-coun y analysis in he luxu y e ail sec o 57
4.3. Da a collec ion
The inal su ey was applied o a non-p obabilis ic judgmen
sample acco ding o he objec i e o his esea ch, ha is, his s udy
su eyed luxu y b and cus ome s who isi ed shopping cen e s in
San iago de Chile and Mad id, Spain. The concep ual de ini ion
o luxu y b ands was exp essed based on he op i e b ands o
he las i e yea s, Gucci, Luis Vui on, Chanel, Rolex, and Dio
(Luxe-Digi al, n.d.). In o al 1,058 cus ome s o luxu y b ands
we e su eyed (see Table2), 608 in San iago and 450 in Mad id.
Table2
Sample P o ile Chile and Spain
Gende % Ci il s a us %
Chile Spain Chile Spain
Male 39 50 Single 78 49
Female 61 50 Ma ied 16 40
To al 100 100 O he ma i al s a us 6 11
To al 100 100
Age % Educa ion %
Chile Spain Chile Spain
Be ween 18 o 24 46 14 Uni e si y s udies 17 33
Be ween 25 o 34 31 21 Pos g adua e 7 12
O e 35 35 65 Incomple e Uni e si y S udies 76 55
To al 100 100 To al 100 100
Employmen si ua ion % Family income € %
Chile Spain Chile* Spain *
Wo king 43 78 Income Unde he 635 12 17
Look o Wo k 25 15 Be ween 636 and 2.117 45 63
S uden 32 7 Income O e he 2.119 43 20
To al 100 100 To al 100 100
No e: *1 €=756,11 Chilean pesos as o Ma ch 20, 2019.
Sou ce: own elabo a ion.
4.4. Psychome ic analysis o he da a
In bo h coun ies, psychome ic analysis o he da a was pe -
o med o con i m he eliabili y, alidi y, and dimensionali y
o he measu emen scales. Fo he compu a ions pe o med
in his pape , he s a is ical packages IBM SPSS S a is ics and
Amos, e sion 25 we e used. An explo a o y ac o analysis
(EFA) and se e al eliabili y analyses such as he C onbach’s al-
pha, cons uc eliabili y and a e age a iance ex ac ed (AVE)
we e conduc ed.
To con i m whe he he indica o s we e a ached o hei co -
esponding dimension, p incipal componen s we e pe o med
wi h a imax o a ion (Hai e al., 1998). The esul s sugges ed
he elimina ion o se e al indica o s in some o he scales (see
Table 3). Speci ically, indica o s Sa 2 and Sa 3 o sa is ac ion
and Fam2 and Fam5 o amilia i y we e elimina ed so as all he
scales showed a high deg ee o unidimensionali y wi h ac o
loadings a exceeding 0.4, as ecommended in La wood e al.
(1995). The co ela ion alues be ween a iables (see Appendix
A-1) we e all signi ican (p <0.001).
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
58 En ique Ma inao-A igas, Leslie Valenzuela-Fe nández, Co o Chasco, Denise La oze-P ehn
Table3
Fac o ial Con i ma o y Analysis o Scales o Chile and Spain
Scales Va iables
Fac o loadings Explained a iance (%) Eigen alues % S anda d
e o
Chile Spain Chile Spain Chile Spain
Sa is ac ion
Sa 1 0.910 0.853
83.981 79.732 2.519 2.392
1.62
Sa 4 0.934 0.911 1.64
Sa 5 0.905 0.914 1.74
T us luxu y
b and
Hones luxu y b and Holb1 0.811 0.785
68.475 94.762 4.108 5.686
1.38
Holb2 0.865 0.747 1.45
Bene olen luxu y b and Belb1 0.835 0.945 1.70
Belb2 0.823 0.943 1.69
Compe en luxu y b and Colb1 0.840 0.820 1.34
Colb2 0.790 0.838 1.48
T us sales o ce
Hones sales o ce Hos 1 0.846 0.736
73.382 68.787 4.403 4.127
1.58
Hos 2 0.867 0.730 1.43
Bene olen sales o ce Bes 1 0.870 0.891 1.71
Bes 2 0.860 0.902 1.73
Compe en sales o ce Cos 1 0.867 0.838 1.56
Cos 2 0.830 0.862 1.61
Repu a ion
Rep1 0.921 0.843
82.549 62.623 4.127 3.131
1.20
Rep2 0.864 0.404 1.33
Rep3 0.920 0.909 1.26
Rep4 0.930 0.867 1.24
Rep5 0.906 0.825 1.21
Familia i y
Fam1 0.816 0.639
76.953 87.223 2.309 2.617
1.79
Fam3 0.904 0.768 1.91
Fam4 0.909 0.906 1.94
Cogni i e
expe ience
Cope 1 0.798 0.713
62.940 59.647 3.147 2.982
1.58
Cope 2 0.803 0.712 1.44
Cope 3 0.825 0.822 1.50
Cope 4 0.779 0.811 1.50
Cope 5 0.767 0.796 1.53
A ec i e
expe ience
A e1 0.871 0.909
73.809 87.618 3.690 4.381
1.81
A e2 0.896 0.942 1.76
A e3 0.827 0.937 1.64
A e4 0.897 0.957 1.73
A e5 0.800 0.934 1.77
Sou ce: own elabo a ion.
Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
An eceden s and consequences o us as a mul idimensional cons uc . C oss-coun y analysis in he luxu y e ail sec o 59
4.5. Validi y analysis
In bo h coun ies, a con i ma o y ac o analysis (CFA) ena-
bled he con i ma ion o whe he he indica o s we e app op i-
a e o achie ing a good model i . Fo his s ep, he c i e ia se by
Jö eskog and Sö bom (1993) was ollowed, elimina ing he i ems
ha e ained a weak con e gen alidi y wi h hei co espond-
ing la en a iable; ha is, wi h a -s uden alue below 2.58 (p
< 0.001). Since in ou model all he i ems ul ill his c i e ion,
he second s ep, which s a es ha hose i ems wi h s anda dized
loading coe icien s below 0.5 should also be emo ed, was ak-
en.
Las ly, hese au ho s also ecommend d opping hose i ems
wi h low goodness-o - i (e.g., a de e mina ion coe icien
R2 alue less han 0.3). As i ems Fam3, Belb1 and Belb2 we e
he only ones ha do no i he second and hi d c i e ia, he
comple e dimension ‘Bene olen luxu y b and’ o us was
elimina ed om he empi ical model. To con i m he mul i-
dimensional na u e o us , we used a i al model’s s a egy
(S eenkamp & Van T ijp, 1991), compa ing a one-dimensional
( i s o de ) model o ano he , mul idimensional (second o de )
one. In bo h cases, he second-o de model showed a be e i
han he i s -o de model, con i ming he cons uc ’s mul idi-
mensionali y (see Table4).
Table4
Mul idimensional analysis o us o Chile and Spain
Indica o s Recommended alue
Fi s -o de Second o de
T us
Chile Spain Chile Spain
Absolu e
NCP Minimum 1040.143 2895.50 98.884 68.033
ECVI Minimum 1.870 6.72 0.329 0.385
RMSEA < 0.08 0.221 0.346 0.075 0.078
Inc emen al
NFI High (close o 1) 0.773 0.426 0.973 0.983
IFI High (close o 1) 0.779 0.430 0.979 0.983
CFI High (close o 1) 0.778 0.429 0.979 0.983
Pa simony AIC Minimum 1135.143 3021.407 199.884 173.033
No med χ2[1; 5] 30.718 54.62 4.44 3.77
Sou ce: own elabo a ion.
Nex , o bo h coun ies, a CFA was compu ed only o he
la en a iable o us ( us in he luxu y b and and in he
s o e’s sales o ce) wi h hei h ee co esponding dimensions
o hones y, bene olence, and compe ence, as well as a CFA o
all he a iables o he inal model. In bo h cases, no o he we
i ems we e elimina ed. The model o us ( us in he luxu y
b and and in he s o e’s sales o ce) and he inal model achie ed
pa icula ly good esul s. Fo Chile, he s a is ical ou comes
o he model o us a e as ollows: IFI=0.979, CFI=0.979,
RMSEA=0.075; No medc2=4.40 p < 0,001. The ou comes o
he inal model a e as ollows: IFI=0.921, CFI=0.921, RM-
SEA=0.072, No medc2=4.14. Fo Spain, he s a is ical ou comes
o he model o us a e as ollows: IFI=0.983, CFI=0.983,
RMSEA=0.078; No medc2=3.72 p < 0,001. The ou comes o
he inal model a e as ollows: IFI=0.919, CFI=0.919, RM-
SEA=0.078, No medc2=3.74.
Once he op imal model was e i ied, he eliabili y o each
scale o bo h coun ies was con i med using h ee es s: C on-
bach’s alpha, composi e eliabili y o he cons uc , bo h wi h a
limi o 0.7 (Jö eskog, 1971), and a e age a iance ex ac ed (lim-
i o 0.5, ollowing (Fo nell & La cke , 1981). Table5 shows he
esul s, which in all cases mee he minimum alues es ablished.
Howe e , while i is accep able, a en ion should be paid o he
weak alpha alue o he amilia i y scale (Geo ge & Malle y, 2003).
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Managemen Le e s / Cuade nos de Ges ión 23/2 (2023) 51-68
