Discovering the Interpersonal Relationship between Luxury Perfume Brands and Consumers
Discovering the Interpersonal Relationship between Luxury Perfume Brands and Consumers

Summary/Abstract: Luxury perfume brands are an integral part of the luxury brands sector globally and nationally. One of the main reasons for the same is that luxury perfume brands have had an extended usage across cultures and traditions. Additionally, luxury perfume brands are a high involvement category (high engagement of the consumers with the products leading to decision making). Thus, this category needs to be developed and promoted with a specific means. This means is the development of a strong and reflexive relation between the luxury perfume brands and the consumers. Further, it should be premised on both value based and utility based satisfaction (the benefits derived from using the perfume). Despite this, there is a dearth of studies that have consolidated the means of developing strong interpersonal relations between this category and consumers. Therefore, this paper aims at discovering a framework for consolidating and developing a strong interpersonal relation between the luxury perfume brand and the consumers. To this effect, we have used qualitative research in the form of semi structured personal interviews supplemented by Zaltman Metaphor Elicitation Technique. The findings from these explorations were developed into a robust framework using the precepts of Brand Personality, CAC (Cogntive- Affective- Conative) model and the Triangular theory of love.

• Details
• Contents