Dimensions of Luxury Brand Personality: Scale Development and Validation

Youngjun Sung, Sejung Marina Choi, Hongmin Ahn, Young A. Song

Research output: Contribution to journalArticle

52 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)121-132
Number of pages12
JournalPsychology and Marketing
Volume32
Issue number1
DOIs
Publication statusPublished - 2015 Jan 1

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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