“All you need is love” from product design value perception to luxury brand love: An integrated framework

Product design is at the heart of luxury brands. While prior research has focused on the antecedents of product design value perception (PDVP) or on the relationship between PDVP and brand perception, no integrated framework has been developed to bring together the PDVP antecedents and consequences for consumer–luxury brand relationships. Based on value theory and two quantitative studies (N1 = 276; N2 = 249) analyzed using a partial least squares approach, this research investigates the antecedents and consequences of PDVP, then looks at mediators and one consumer-dependent moderator, design acumen. The results show that social and individual drivers influence PDVP. The study also sheds light on the direct influence of PDVP on luxury brand love and explores how full mediation is achieved through brand identification and brand equity, both of which act as catalysts for brand love. Finally, it reveals that luxury brand love strengthens willingness to pay a price premium.