Measuring Consumers' Attitudes to Luxury

Stegemann, N; Denize, SM; Miller, K

Measuring Consumers' Attitudes to Luxury

Stegemann, N Denize, SM Miller, K

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Publisher:: Aix Graduate School of Management, University Paul Cezanne
Publication Type:: Conference Proceeding
Citation:: The La Londe Conference 34th International Research Conference in Marketing: Marketing Communications and Consumer Behavior 2007 Proceedings, 2007, pp. 81 - 89
Issue Date:: 2007-01

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Field	Value	Language
dc.contributor.author	Stegemann, N	en_US
dc.contributor.author	Denize, SM	en_US
dc.contributor.author	Miller, K	en_US
dc.contributor.editor	Askegaard, S	en_US
dc.contributor.editor	Merunka, D	en_US
dc.contributor.editor	Sirgy, J	en_US
dc.date	2007-06-05	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	The La Londe Conference 34th International Research Conference in Marketing: Marketing Communications and Consumer Behavior 2007 Proceedings, 2007, pp. 81 - 89	en_US
dc.identifier.uri	http://hdl.handle.net/10453/7656
dc.description.abstract	Since the 90 s, there has been an increasing interest in the concept of luxury and luxury brand management. In this paper we focus on attitudes towards the concept of luxury and aim to identify the limitations of the extant measure proposed by Dubois & Laurent (1994). Our focus on a generalised attitudinal measure is particularly relevant given the significance of attitudes and perceptions in forming brand equity, and its role in the consumers purchase decisions. Using a panel of expert judges we reviewed the validity of the measure. We then considered the reliability by reviewing other studies and subsequently performed our own reliability checks using a small study (n=139) of Australian business students. Our analysis highlights concerns with the validity and reliability of the scale initially developed by Dubois & Laurent (1994). Thus, we advocate a complete revision of the measure following Rossiter s scale development procedure C-OAR-SE (2002). The paper concludes with a proposed framework to be further tested using Rossiter s (2002) approach.	en_US
dc.publisher	Aix Graduate School of Management, University Paul Cezanne	en_US
dc.relation.ispartof	The La Londe Conference 34th International Research Conference in Marketing: Marketing Communications and Consumer Behavior 2007 Proceedings	en_US
dc.relation.ispartof	International Research Conference in Marketing	en_US
dc.title	Measuring Consumers' Attitudes to Luxury	en_US
dc.type	Conference Proceeding
utslib.location	Aix-Marseille III	en_US
utslib.location.activity	La Londe les Maures, France	en_US
utslib.for	150502 Marketing Communications	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
utslib.for	150604 Tourism Marketing	en_US
dc.location.activity	La Londe les Maures, France	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Aix-Marseille III	en_US
pubs.start-date	2007-06-05	en_US

Abstract:

Since the 90 s, there has been an increasing interest in the concept of luxury and luxury brand management. In this paper we focus on attitudes towards the concept of luxury and aim to identify the limitations of the extant measure proposed by Dubois & Laurent (1994). Our focus on a generalised attitudinal measure is particularly relevant given the significance of attitudes and perceptions in forming brand equity, and its role in the consumers purchase decisions. Using a panel of expert judges we reviewed the validity of the measure. We then considered the reliability by reviewing other studies and subsequently performed our own reliability checks using a small study (n=139) of Australian business students. Our analysis highlights concerns with the validity and reliability of the scale initially developed by Dubois & Laurent (1994). Thus, we advocate a complete revision of the measure following Rossiter s scale development procedure C-OAR-SE (2002). The paper concludes with a proposed framework to be further tested using Rossiter s (2002) approach.

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http://hdl.handle.net/10453/7656