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What is Measuring Brand Luxury Perceptions about?

This document discusses the development of a scale to measure perceptions of brand luxury. The authors develop a theoretical framework of the brand luxury construct and identify key dimensions of luxury as applied to brands. They then describe creating a scale to measure these luxury dimensions. The scale allows estimation of the degree of luxury perceived in a brand on a continuum from little to a great deal. The scale can be used to understand differences in luxury perceptions between brands and how brand

Author

saravieiramkt

Language

EN