The power of attraction: how brand allure capital builds digital consumer connections with luxury brands

Purpose This study investigates how brand allure capital, adapted from the erotic capital concept, influences lovemark perceptions and electronic word-of-mouth (e-WOM) behavior. It analyzes the moderating effect of purchasing power. Design/methodology/approach A survey was conducted targeting 383 Korean consumers who had previously purchased luxury fashion brands. The hypotheses were tested using a structural equation model for path and multi-group analyses for moderating analysis. Findings This study confirmed four constructs of brand allure capital: beauty, arousal, pleasure and desire. Brand allure capital positively influences lovemarks and e-WOM. Furthermore, the link between brand allure capital, lovemarks and e-WOM was stronger for consumers with higher purchasing power. Originality/value This study contributes to the literature on luxury and consumer research by investigating the recent growth of the luxury market and the development of consumer relationships through the lens of brand allure capital, drawing on affect-as-information theory and lovemark theory. The results will help luxury managers gain a deeper understanding of emerging luxury customer segments and develop brand strategies.