Luxuriousness of the Fashion Brands

What it measures

Rates a set of fashion brands collectively — as necessities or luxuries, standard or high-end — across three paired items.

Response Format

7-point semantic differential

Representative items

• necessities / luxuries
• standard / high-end
• value-for-money / prestigious 250 MAKEUP USAGE MOTIVATION (CONCEALMENT) With three, seven-point items, the scale measures how much a person believes another particular person uses makeup in order to cover up parts of her appearance.

Citation

Desmichel, P., & Kocher, B. (2020). Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons. Journal of Retailing, 96(2), 203-219.

Keywords