Luxury Brand Heritage and Genuineness

What it measures

This scale measures how much a consumer believes a brand has a special quality rooted in its heritage, credibility, and overall genuineness. Xu and Mehta (2022) used it as a third brand-essence dimension in their studies of consumer responses to AI-designed luxury products.

Representative items

• I think that the brand is maintaining its heritage and pedigree.
• I think that the brand has the sense of genuineness to it.

Citation

Xu, Lidan and Ravi Mehta (2022), "Technology Devalues Luxury? Exploring Consumer Responses to AI-Designed Luxury Products," Journal of the Academy of Marketing Science, 50 (6), 1135-1152.