Measuring Consumers' Attitudes to Luxury
Since the 90?s, there has been an increasing interest in the concept of luxury and luxury brandmanagement. In this paper we focus on attitudes towards the concept of luxury and aim to identify thelimitations of the extant measure proposed by Dubois & Laurent (1994). Our focus on a generalisedattitudinal measure is particularly relevant given the significance of attitudes and perceptions informing brand equity, and its role in the consumers? purchase decisions.Using a panel of expert judges we reviewed the validity of the measure. We then considered thereliability by reviewing other studies and subsequently performed our own reliability checks using asmall study (n=139) of Australian business students. Our analysis highlights concerns with the validityand reliability of the scale initially developed by Dubois & Laurent (1994). Thus, we advocate acomplete revision of the measure following Rossiter?s scale development procedure C-OAR-SE(2002). The paper concludes with a proposed framework to be further tested using Rossiter?s (2002)approach.
Year of publication: |
2007
|
---|---|
Authors: | Denize Sara ; Stegemann Nicole ; Miller Kenneth |
Other Persons: | Askegaard, S (contributor) ; Merunka, D (contributor) ; Sirgy, J. (contributor) |
Publisher: |
Aix Graduate School of Management, University Paul Cezanne |
Saved in:
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