Three items measure the degree to which a consumer wants to feel superior to and stand apart from other users of the same brand. Wang and John (2019) used the scale in Studies 3 and 4 with student participants at a large North American university. The source of the scale was not stated.
Wang, Y., & John, D. R. (2019). Up, up, and away: Upgrading as a response to dissimilar brand users. Journal of Marketing Research, 56(1), 142–157.
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