Antecedents and consequences of trust as a multidimensional construct. Cross-country analysis in the luxury retail sector

This a icle is dis ibu ed unde he e ms o he C ea i e Commons A ibu ion 4.0 In e nacional License ins i u ua enp esa Ins i u o de Economía Aplicada a la Emp esa Managemen Le e s / Cuade nos de Ges ión jou nal homepage: h p://www.ehu.eus/cuade nosdeges ion/ e is a/es/ 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 Table1). 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. Table1 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 Table2), 608 in San iago and 450 in Mad id. Table2 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 Table3 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 Table4). Table4 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). Table5 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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