Exploring the Role of Emotional Intelligence and Artificial Intelligence on Luxury Value and Customer-Based Outcomes

To strengthen theoretical and practical understanding of consumers' perceptions of luxury brands, previous literature has scrutinized the financial, functional, individual, and social dimensions of the luxury value construct. However, few authors have focused on linking the antecedent dimensions of luxury value to further attitudinal outcomes, besides purchase intention. Also, the few studies considering both dimensions focused on age or culture as moderator dimensions between such constructs. The gap identified in the literature constitutes the originality of the present study. As a result, the main goal of the present work is to measure the impact of luxury value perceptions in customer-based outcomes, as well as the possible moderator effect of Artificial Intelligence and Emotional Intelligence in the relationship between Owner Based Luxury Value and customer-based outcomes. Therefore, a quantitative methodological approach will be employed, through the development of a questionnaire.