Measuring perceptions of brand luxury
- 762 Downloads
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.
Keywordsbrand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy
Unable to display preview. Download preview PDF.