Reshaping luxury offline: How experiential dimensions in brand-led leisure spaces drive consumer preference and premium willingness

초록

Luxury brand-led leisure spaces are emerging as a strategic response to the limitations of digital channels and transactional retail, offering culturally engaging and participatory environments where brands construct deeper consumer relationships. Drawing on Consumer-Dominant Logic, this study investigates how five experiential dimensions within these spaces are associated with brand relationship components (authenticity, attachment, and love), how these components relate to behavioral intentions (preference and premium payment willingness), and how face consciousness moderates these pathways. Survey data from 403 Chinese consumers visiting luxury brand-led leisure spaces were analyzed using structural equation modeling and Johnson-Neyman floodlight analysis. Results reveal that emotional and intellectual experiences show significant positive associations with all three relationship components, while sensory experience shows no significant direct associations when modeled alongside these stronger pathways, and behavioral and relational experiences exhibit selective associations. Attachment shows the strongest association with premium payment willingness, while love shows the strongest association with brand preference. Face consciousness selectively moderates these pathways for dimensions involving social visibility and intellectual depth, strengthening the association between behavioral experience and authenticity, between emotional experience and authenticity and love, and between intellectual experience and attachment. This study contributes by identifying concurrent relationship-construction patterns through which diverse experiential dimensions are differentially associated with cognitive, identity-based, and emotional relationship meanings in brand-led leisure contexts. Findings suggest that luxury brands should design experiential spaces that, while maintaining sensory excellence as a foundation, cultivate deeper relationships through emotionally resonant atmospheres and culturally rich intellectual content. © 2026 Elsevier Ltd

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