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Journal of Brand Management

, Volume 11, Issue 6, pp 484–506 | Cite as

Measuring perceptions of brand luxury

  • Franck Vigneron
  • Lester W Johnson
Paper

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.

Keywords

brand valuation equity electronic management e-branding e-tailing management international Internet marketing measurement personality consumers advertising fast moving consumer goods FMCG brand-building strategy 

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Copyright information

© Palgrave Macmillan 2004

Authors and Affiliations

  1. 1.Department of MarketingCalifornia State University, Northridge College of Business and EconomicsNorthridgeUSA

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