This paper aims to conceptualise consumer's luxury brand attachment by developing and validating a psychometric scale … scale. Finally, study 5 examines two behavioural indicators of luxury brand attachment. The results show a parsimonious 7 …-item luxury brand attachment scale. The studies confirm that there are major differences among luxury brand attachment …

negations (vs. affirmations) increase brand trustworthiness (Studies 1 and 3) and favorable brand attitudes (Studies 1 and 2 … 3). The findings of this research can assist sustainable luxury brand managers in developing effective communication …