Dimensions of Luxury Brand Personality: Scale Development and Validation
ABSTRACT Both the marketing industry and academia have been paying more attention to the growth and potential of the luxury market. This research developed a theoretical framework for understanding the dimensions of luxury brand personality and a reliable and valid scale that measures these dimensio...
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| Veröffentlicht in: | Psychology & marketing 2015-01, Vol.32 (1), p.121-132 |
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| container_title | Psychology & marketing |
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| creator | Sung, Yongjun Choi, Sejung Marina Ahn, Hongmin Song, Young-A |
| description | ABSTRACT
Both the marketing industry and academia have been paying more attention to the growth and potential of the luxury market. This research developed a theoretical framework for understanding the dimensions of luxury brand personality and a reliable and valid scale that measures these dimensions. When 30 luxury brands, ranging from fashion to automobile and retail, were assessed on a set of diverse personality attributes, six dimensions representing luxury brand personality were identified: Excitement, Sincerity, Sophistication, Professionalism, Attractiveness, and Materialism. Findings indicate that while three dimensions, Sincerity, Excitement, and Sophistication, share similar qualities with those identified in Aaker's (1997) scale for general brand personality, the other three dimensions, Professionalism, Attractiveness, and Materialism, reflect meanings unique and specific to luxury brands. Altogether, the results of this research hold the notion that luxury brands serving as consumption symbols provide both utilitarian benefits and symbolic meanings to contemporary consumers. |
| doi_str_mv | 10.1002/mar.20767 |
| format | Article |
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Both the marketing industry and academia have been paying more attention to the growth and potential of the luxury market. This research developed a theoretical framework for understanding the dimensions of luxury brand personality and a reliable and valid scale that measures these dimensions. When 30 luxury brands, ranging from fashion to automobile and retail, were assessed on a set of diverse personality attributes, six dimensions representing luxury brand personality were identified: Excitement, Sincerity, Sophistication, Professionalism, Attractiveness, and Materialism. Findings indicate that while three dimensions, Sincerity, Excitement, and Sophistication, share similar qualities with those identified in Aaker's (1997) scale for general brand personality, the other three dimensions, Professionalism, Attractiveness, and Materialism, reflect meanings unique and specific to luxury brands. Altogether, the results of this research hold the notion that luxury brands serving as consumption symbols provide both utilitarian benefits and symbolic meanings to contemporary consumers.</description><identifier>ISSN: 0742-6046</identifier><identifier>EISSN: 1520-6793</identifier><identifier>DOI: 10.1002/mar.20767</identifier><language>eng</language><publisher>Hoboken: Blackwell Publishing Ltd</publisher><subject>Affluence ; Luxuries ; Market potential ; Materialism ; Personality traits ; Validation studies</subject><ispartof>Psychology & marketing, 2015-01, Vol.32 (1), p.121-132</ispartof><rights>2014 Wiley Periodicals, Inc.</rights><rights>Copyright Wiley Periodicals Inc. Jan 2015</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c3667-e5223d7efa417d66e8ce8d15f16a2c18a340892d6655c4e523e63a6346cd30a43</citedby><cites>FETCH-LOGICAL-c3667-e5223d7efa417d66e8ce8d15f16a2c18a340892d6655c4e523e63a6346cd30a43</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktopdf>$$Uhttps://onlinelibrary.wiley.com/doi/pdf/10.1002%2Fmar.20767$$EPDF$$P50$$Gwiley$$H</linktopdf><linktohtml>$$Uhttps://onlinelibrary.wiley.com/doi/full/10.1002%2Fmar.20767$$EHTML$$P50$$Gwiley$$H</linktohtml><link.rule.ids>314,776,780,1411,27903,27904,45553,45554</link.rule.ids></links><search><creatorcontrib>Sung, Yongjun</creatorcontrib><creatorcontrib>Choi, Sejung Marina</creatorcontrib><creatorcontrib>Ahn, Hongmin</creatorcontrib><creatorcontrib>Song, Young-A</creatorcontrib><title>Dimensions of Luxury Brand Personality: Scale Development and Validation</title><title>Psychology & marketing</title><addtitle>Psychol. Mark</addtitle><description>ABSTRACT
Both the marketing industry and academia have been paying more attention to the growth and potential of the luxury market. This research developed a theoretical framework for understanding the dimensions of luxury brand personality and a reliable and valid scale that measures these dimensions. When 30 luxury brands, ranging from fashion to automobile and retail, were assessed on a set of diverse personality attributes, six dimensions representing luxury brand personality were identified: Excitement, Sincerity, Sophistication, Professionalism, Attractiveness, and Materialism. Findings indicate that while three dimensions, Sincerity, Excitement, and Sophistication, share similar qualities with those identified in Aaker's (1997) scale for general brand personality, the other three dimensions, Professionalism, Attractiveness, and Materialism, reflect meanings unique and specific to luxury brands. Altogether, the results of this research hold the notion that luxury brands serving as consumption symbols provide both utilitarian benefits and symbolic meanings to contemporary consumers.</description><subject>Affluence</subject><subject>Luxuries</subject><subject>Market potential</subject><subject>Materialism</subject><subject>Personality traits</subject><subject>Validation studies</subject><issn>0742-6046</issn><issn>1520-6793</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2015</creationdate><recordtype>article</recordtype><recordid>eNp1kE1PwkAQhjdGExE9-A-aePJQ2O9tvSEoaECN4Mdts2mnSbFQ3G2V_nsXq948TSbv80wmL0KnBPcIxrS_MrZHsZJqD3WIoDiUKmb7qIMVp6HEXB6iI-eWGHs6Fh00GeUrWLu8XLugzIJpva1tE1xas06DB7CuXJsir5qLYJ6YAoIRfEBRbrxSBTvk2aepqbx-jA4yUzg4-Zld9HR9tRhOwun9-GY4mIYJk1KFIChlqYLMcKJSKSFKIEqJyIg0NCGRYRxHMfWJEAn3NAPJjGRcJinDhrMuOmvvbmz5XoOr9LKsrf_SaSKZ5BEX8Y46b6nEls5ZyPTG5r6bRhOsd0Vpv-jvojzbb9nPvIDmf1DPBo-_Rtgauatg-2cY-6Z9qoR-uRvrV7qY387mWAv2BRedeA4</recordid><startdate>201501</startdate><enddate>201501</enddate><creator>Sung, Yongjun</creator><creator>Choi, Sejung Marina</creator><creator>Ahn, Hongmin</creator><creator>Song, Young-A</creator><general>Blackwell Publishing Ltd</general><general>Wiley Periodicals Inc</general><scope>BSCLL</scope><scope>AAYXX</scope><scope>CITATION</scope></search><sort><creationdate>201501</creationdate><title>Dimensions of Luxury Brand Personality: Scale Development and Validation</title><author>Sung, Yongjun ; Choi, Sejung Marina ; Ahn, Hongmin ; Song, Young-A</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c3667-e5223d7efa417d66e8ce8d15f16a2c18a340892d6655c4e523e63a6346cd30a43</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2015</creationdate><topic>Affluence</topic><topic>Luxuries</topic><topic>Market potential</topic><topic>Materialism</topic><topic>Personality traits</topic><topic>Validation studies</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Sung, Yongjun</creatorcontrib><creatorcontrib>Choi, Sejung Marina</creatorcontrib><creatorcontrib>Ahn, Hongmin</creatorcontrib><creatorcontrib>Song, Young-A</creatorcontrib><collection>Istex</collection><collection>CrossRef</collection><jtitle>Psychology & marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Sung, Yongjun</au><au>Choi, Sejung Marina</au><au>Ahn, Hongmin</au><au>Song, Young-A</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Dimensions of Luxury Brand Personality: Scale Development and Validation</atitle><jtitle>Psychology & marketing</jtitle><addtitle>Psychol. Mark</addtitle><date>2015-01</date><risdate>2015</risdate><volume>32</volume><issue>1</issue><spage>121</spage><epage>132</epage><pages>121-132</pages><issn>0742-6046</issn><eissn>1520-6793</eissn><abstract>ABSTRACT
Both the marketing industry and academia have been paying more attention to the growth and potential of the luxury market. This research developed a theoretical framework for understanding the dimensions of luxury brand personality and a reliable and valid scale that measures these dimensions. When 30 luxury brands, ranging from fashion to automobile and retail, were assessed on a set of diverse personality attributes, six dimensions representing luxury brand personality were identified: Excitement, Sincerity, Sophistication, Professionalism, Attractiveness, and Materialism. Findings indicate that while three dimensions, Sincerity, Excitement, and Sophistication, share similar qualities with those identified in Aaker's (1997) scale for general brand personality, the other three dimensions, Professionalism, Attractiveness, and Materialism, reflect meanings unique and specific to luxury brands. Altogether, the results of this research hold the notion that luxury brands serving as consumption symbols provide both utilitarian benefits and symbolic meanings to contemporary consumers.</abstract><cop>Hoboken</cop><pub>Blackwell Publishing Ltd</pub><doi>10.1002/mar.20767</doi><tpages>12</tpages></addata></record> |
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| language | eng |
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| source | Wiley Online Library Journals Frontfile Complete; EBSCOhost Business Source Complete |
| subjects | Affluence Luxuries Market potential Materialism Personality traits Validation studies |
| title | Dimensions of Luxury Brand Personality: Scale Development and Validation |
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