The personality of luxury. A new measure and the effects of brand personality distinctiveness and congruence on consumer responses

Despite the significance of brand personality for highly symbolic luxury brands, research addressing its measurement within this context remains insufficient. This study introduces an innovative, integrative framework for luxury brand personality (LBP), responding to critiques in brand personality literature. The development and validation of an LBP measurement scale are reported, with a multi-stage process yielding a 31-item LBP scale encapsulating six dimensions: vibrancy, constancy, haughtiness, elegance, demureness, and femininity. Demonstrating reliability across diverse luxury brands, product categories, and levels of luxuriousness, this scale offers valuable insights into LBP assessment. The research findings suggest that LBP positively influences consumer responses via three mechanisms: (1) congruence between LBP and consumer personality, (2) normativeness of the LBP profile, and (3) evaluative nature of LBP traits. This study contributes to understanding luxury brand personality and its impact on consumer perception.