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A brand loyalty–risk framework in the luxury watch market

2023-08-24Artigo científico Acesso restrito
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dc.contributor.authorSilva, Pedro
dc.contributor.authorMoreira, Antonio
dc.contributor.authorAlmeida, Sílvia
dc.contributor.authorMoutinho, Victor
dc.date.accessioned2026-02-10T12:14:36Z
dc.date.available2026-02-10T12:14:36Z
dc.date.issued2023-08-24en_US
dc.date.updated2026-01-26T19:59:59Z
dc.description.abstractPurpose – In a society that encourages consumption, attributes such as exclusivity and social recognition are important in what is intended to be restricted to a certain exclusive segment. Luxury is something that is more desirable than necessary. This study develops and tests a model that analyses the brand loyalty–risk relationship in the luxury watch market. Design/methodology/approach – To test the proposed research model, a sample of 306 international consumers and enthusiasts of luxury brand watches was collected. The data were analysed using structural equation modelling. Findings – The results show that perceived quality has a negative indirect influence on brand risk and brand trust has a strong direct negative effect on brand risk. However, the findings also show that in the luxury market, the greater the affection for the brand, the greater the risk perceived by consumers. Research limitations/implications – The study was conducted in a single market, luxury watches and the sample includes both enthusiasts and consumers of the luxury brands. Practical implications – Managers should be aware of the double-edged role of brand affect on brand risk. The quality of a brand and the trust in its promise decrease the risk to the consumer. Originality/value – This pioneering study is one of the first to approach an underexplored topic as is the case of the risk associated with a brand in the context of the luxury goods market. Moreover, it relies on an international sample composed of consumers from several countries.eng
dc.description.sponsorshipFunding: This work has been funded by national funds through FCT – Fundação para a Ciência e a Tecnologia, I.P., Project UIDB/05037/2020.
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.doi10.1108/apjml-12-2022-0983en_US
dc.identifier.issn1355-5855en_US
dc.identifier.slugcv-prod-4457959
dc.identifier.urihttp://hdl.handle.net/10400.2/21220
dc.language.isoeng
dc.peerreviewedyes
dc.relationCentre for Business and Economics Research - University of Coimbra
dc.rights.uriN/A
dc.subjectMarketing strategy
dc.subjectRisk perception
dc.subjectLuxury
dc.subjectInvolvement
dc.subjectSocial value
dc.subjectRisk-taking theory
dc.titleA brand loyalty–risk framework in the luxury watch marketeng
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCentre for Business and Economics Research - University of Coimbra
oaire.awardURIhttp://hdl.handle.net/10400.2/21219
oaire.citation.endPage2135
oaire.citation.issue9en_US
oaire.citation.startPage2121
oaire.citation.titleAsia Pacific Journal of Marketing and Logisticsen_US
oaire.citation.volume36en_US
oaire.fundingStreamConcurso de avaliação no âmbito do Programa Plurianual de Financiamento de Unidades de I&D (2017/2018) - Financiamento Base
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameMoreira
person.givenNameAntonio
person.identifier.orcid0000-0002-6613-8796
rcaap.cv.cienciaid541F-5442-5666 | António Carrizo Moreira
rcaap.rightsrestrictedAccessen_US
relation.isAuthorOfPublication51ad303d-335c-4e2f-bae3-fffffef2e2f5
relation.isAuthorOfPublication.latestForDiscovery51ad303d-335c-4e2f-bae3-fffffef2e2f5
relation.isProjectOfPublicatione76bfda9-86cb-4eca-8380-1b1475d71f8a
relation.isProjectOfPublication.latestForDiscoverye76bfda9-86cb-4eca-8380-1b1475d71f8a

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