How do consumers perceive craftsmanship in luxury brands? Linking craftsmanship, consumer well-being and brand loyalty

Purpose In the context of new luxury consumption patterns, consumers are increasingly concerned with the craftsmanship image conveyed by luxury brands. This study aims to conceptualize and develop a scale for perceived craftsmanship from the consumer’s perspective. The research further examines the influence of perceived craftsmanship on brand loyalty, incorporating the mediating role of consumer well-being and the moderating effect of inconspicuous luxury motivation. Design/methodology/approach In Study 1, initial measurement items were generated through a literature review, consumer interviews and secondary data. Data were collected from 457 consumers, and exploratory and confirmatory factor analyses were performed to refine and validate the scale, resulting in a five-item measurement instrument. In Study 2, data from 377 luxury brand consumers were gathered, and the proposed hypotheses were tested using structural equation modeling in Mplus 8.0. Findings Results indicate that perceived craftsmanship within luxury brands is characterized by superior quality, skills inheritance, crafting dedication and being down-to-earth. Perceived craftsmanship positively influences brand loyalty, with consumer well-being (hedonic and eudaimonic well-being) acting as mediators. The desire for inconspicuous luxury moderates the impact of perceived craftsmanship and consumer well-being. Originality/value While prior research has provided valuable insights into the production aspects of luxury craftsmanship, it has largely overlooked the psychological and relational implications for consumers. This study stands among the limited number of investigations that conceptualizes and operationalizes perceived luxury craftsmanship through a consumer-centric perspective. By further elucidating the underlying mechanisms and moderating role of how perceived craftsmanship fosters brand loyalty, this research contributes to a nuanced conceptual framework of perceived craftsmanship and deepens the understanding of consumer well-being, brand loyalty and inconspicuous consumption.