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Dimensions of Luxury Brand Personality: Scale Development and Validation
Author(s) -
Sung Yongjun,
Choi Sejung Marina,
Ahn Hongmin,
Song YoungA
Publication year - 2015
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20767
Subject(s) - sophistication , sincerity , personality , attractiveness , scale (ratio) , psychology , materialism , set (abstract data type) , advertising , marketing , social psychology , sociology , business , social science , epistemology , physics , quantum mechanics , philosophy , computer science , psychoanalysis , programming language
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.