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.

Response format

7-point Likert

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Four alpha estimates: α = .957 (Study 2), α = .970 (Study 3), α = .958 (Study 4), α = .975 (Study 5) — Lee (2021). Same paper as Brand Status (BRST, ID 2052). Adapted from Vigneron & Johnson (1999).

Recommended companion scales

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.

Keywords