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Journal of Brand Management

, Volume 16, Issue 5–6, pp 395–405 | Cite as

Measuring perceived brand luxury: An evaluation of the BLI scale

  • George Christodoulides
  • Nina Michaelidou
  • Ching Hsing Li
Original Article

Abstract

This paper investigates the psychometric properties of Vigneron and Johnson's Brand Luxury Index scale. The authors developed the scale using data collected from a student sample in Australia. To validate the scale, the study reported in this paper uses data collected from Taiwanese luxury consumers. The scale was initially subjected to reliability analysis yielding low α values for two of its five proposed dimensions. Exploratory and confirmatory factors analyses were subsequently performed to examine the dimensionality of brand luxury. Discriminant and convergent validity tests highlight the need for further research into the dimensionality of the construct. Although the scale represents a good initial contribution to understanding brand luxury, in view of consumers' emerging shopping patterns, further investigation is warranted to establish the psychometric properties of the scale and its equivalence across cultures.

Keywords

luxury brands perceptions scale assessment culture replication 

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Copyright information

© Palgrave Macmillan 2009

Authors and Affiliations

  • George Christodoulides
    • 1
  • Nina Michaelidou
    • 1
  • Ching Hsing Li
    • 1
  1. 1.Birmingham Business School, The University of BirminghamBirminghamUK

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