Measuring Luxury Value Perception : Additions to the Model of Wiedmann Et Al. (2007)

Looking at previous research concerning luxury dimensions and especially at two of the most representative studies, of Dubois et al. (2001) and Vigneron & Johnson (2004), we have observed that can we make some additions the most complex measurement model of consumer's luxury value perceptions, proposed few years ago by Wiedmann et al. By following, the main purpose of this study is to analyze the existing luxury perception scales and to identify basing on literature review, the most relevant luxury values that can be attached to the previous mention model. In addition, we decided to extend the conceptualization of the antecedent constructs of Wiedmann et al. (2007), as we consider that a correct implementation of the model implies a comprehensive approach of the dimensions. Considering that the luxury domain is changing and with it increases the ambiguity and the confusion, becomes more and more important to understand why consumers buy. The model offers answers to this old question raised by marketing academics in the luxury field, but also can be used by marketing practitioners to set the basis of their marketing strategies