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Advances in Luxury Brand Management pp 199–234Cite as

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Measuring Perceptions of Brand Luxury

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Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

Abstract

What distinguishes high-luxury brands from those that are low on luxury? This chapter 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 chapter concludes with a consideration of the theoretical and practical implications regarding the symbolic use of luxury brands for the public policy-maker and consumer

This chapter was Reprinted from Vigneron, F. and Johnson, L. (2004) ‘Measuring perceptions of brand luxury’, Journal of Brand Management, 11, pp. 484-506. With kind permission from the Journal of Brand Management. All rights reserved.

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Acknowledgements

The authors would like to thank Bernard Dubois, Harold H. Kassarjian and Judith L. Zaichkowsky for suggestions and comments on earlier drafts of this chapter. The anonymous reviewers are also thanked for their helpful comments.

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Authors and Affiliations

  1. Department of Marketing, California State University, California, Northridge, USA

    Franck Vigneron

  2. Faculty of Business and Law, Swinburne Business School, Department of Management and Marketing, Melbourne, Australia

    Lester W. Johnson

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  1. Franck Vigneron
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Correspondence to Franck Vigneron .

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Editors and Affiliations

  1. Inseec Business School, Paris, France

    Jean-Noël Kapferer

  2. Centre of Competence for Brand Management, University of St. Gallen, St. Gallen, Switzerland

    Joachim Kernstock

  3. Henkel Center for Consumer Goods, WHU-Otto Beisheim School of Management, Düsseldorf, Germany

    Tim Oliver Brexendorf

  4. School of Management and Marketing, University of Wollongong, Wollongong, New South Wales, Australia

    Shaun M. Powell

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Vigneron, F., Johnson, L.W. (2017). Measuring Perceptions of Brand Luxury. In: Kapferer, JN., Kernstock, J., Brexendorf, T., Powell, S. (eds) Advances in Luxury Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-51127-6_10

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