Measures the degree to which a consumer perceives a brand as a luxury brand versus a value-for-money brand. Used as a manipulation check to verify that participants distinguished a luxury brand (Rolex) from a value brand (Timex). Successful manipulation provided evidence of predictive validity.
7-point semantic differential bipolar pairs
Full scale items shown. Always cite the original source when using this scale in research.
Used as a manipulation check in Study 2 (n = 157 undergraduates) to verify that Rolex and Timex were perceived as luxury and value brands respectively. Luxury endpoint scored 7. Alpha = .97. Despite its brevity, the scale performs well as a screening or manipulation check tool for luxury versus value brand comparisons.
Hagtvedt, H., & Patrick, V.M. (2016). Gilt and guilt: Should luxury and charity partner at the point of sale? Journal of Retailing, 92(1), 56–64.
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