Exploring the Personality of Luxury Fashion Brands: Evidence from Young US Consumers

Abstract

This study aims to identify personality characteristics that are associated with luxury fashion brands and test the applicability of Aaker's brand personality framework in the context of luxury fashion brands. It employed Aaker's brand personality framework to empirically investigate the personality of luxury fashion brands based on data collected from 413 American young consumers. This research developed a valid and reliable scale that measures personality for luxury fashion products and confirms that consumers do associate particular brand personality dimensions with luxury fashion brands. Results revealed that young consumers perceive six distinct personality dimensions and 37 personality traits in luxury fashion brands: Prestigious, Competent, Sociable, Creative, Snobby, and Romantic. The findings not only provide insights into the underlying values that consumers are seeking from luxury fashion consumption, but also offer a theoretical guidance to the practitioners in the luxury goods industry in their effort of brand equity building.