Psychology and Marketing · 2014 · 157 citations · 56 references
Customer SatisfactionLuxuryBrand StrategyConsumer ResearchLuxury Brand PersonalityPersonal BrandingManagementConsumer BehaviorLuxury BrandingBrand ManagementFashionBrand DevelopmentLuxury MarketBrand AwarenessMarketingCultureMarketing IndustryLuxury Brand ManagementBusinessBrand Equity
The luxury market has attracted growing attention from both industry and academia. This study aimed to develop a theoretical framework and a reliable, valid scale for measuring luxury brand personality. The authors assessed 30 luxury brands across diverse personality attributes and identified six dimensions: Excitement, Sincerity, Sophistication, Professionalism, Attractiveness, and Materialism. The results show that three dimensions—Sincerity, Excitement, Sophistication—align with Aaker’s general brand personality scale, while the other three—Professionalism, Attractiveness, Materialism—are unique to luxury brands, underscoring that luxury brands serve as consumption symbols offering both utilitarian and symbolic value.
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.
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