Practitioners in the luxury industry have emphasized building a strong emotional connection between the consumers and brands (Rambough, 2020;Sciarrino, 2021). The president of the luxury automobile brand Cadillac has referred to his brand's competitive advantage of having a strong emotional connection with the consumers (Naughton, 2018). Advertising campaigns such as Dior's "The Future is Gold" often reflect consumers' strong affection for the brand (Bain, 2016). The significance of the consumers' affective bond with the brand has also been reflected in product design. For instance, the 2018 Mercedes-Benz A-Class compact luxury hatchback includes a new media system for making the car "a mobile assistant" with the intention