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Measuring perceptions of brand luxury

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Abstract

What distinguishes high-luxury brands from those that are low on luxury? This paper discusses a theoretical framework of the brand-luxury construct that leads to a specification of the dimensions of luxury as applied to brands. The development of a scale for the measurement of the dimensions of brand luxury is then described. The paper concludes with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policy-maker and consumer.

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Authors and Affiliations

  1. Department of Marketing, California State University, Northridge College of Business and Economics, 18111 Nordhoff Street, Northridge, 91330-8377, CA, USA

    Franck Vigneron

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  1. Franck Vigneron
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  2. Lester W Johnson
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Correspondence to Franck Vigneron.

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Vigneron, F., Johnson, L. Measuring perceptions of brand luxury. J Brand Manag 11, 484–506 (2004). https://doi.org/10.1057/palgrave.bm.2540194

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  • DOI: https://doi.org/10.1057/palgrave.bm.2540194

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