Attitude Toward the Brand (Exclusivity)

What it measures

A three-item scale measuring the degree to which a consumer perceives a brand as elite, exclusive, and socially restricted. Items assess whether the brand is for wealthy consumers, very expensive, and elitist in character.

Representative items

• This is a brand for rich people.
• This is a very expensive brand.
• This is an elitist brand.

Citation

Lee, Jeffrey K. (2021). Emotional expressions and social status: Emotional suppression increases, and emotional expression decreases, perceptions of status. Journal of Consumer Research, 48(6), 1178–1196.