Measuring perceived brand luxury: an evaluation of the BLI scale

Christodoulides, G., Michaelidou, N. and Li, C.H. (2009) Measuring perceived brand luxury: an evaluation of the BLI scale. Journal of Brand Management, 16 (5/6). pp. 395-405. ISSN 1479-1803 doi: 10.1057/bm.2008.49

Abstract/Summary

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.

Additional Information	Special Issue: Luxury Brands
Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/25907
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Additional Information	Special Issue: Luxury Brands
Publisher	Palgrave Macmillan
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