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.

Response format

7-point scale (strongly disagree (1) to strongly agree (7))

Scale items

• I think that the brand is remaining true to its espoused values
• I think that the brand very well represents the value associated with it.
• I think that the brand is maintaining its heritage and pedigree.
• I think that the brand is maintaining its high credibility.
• I think that the brand has the sense of genuineness to it.

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

Usage notes & scoring

Reliability was high in Experiments 2 and 3 (α = .94, .91; Xu and Mehta 2022, pp. 1142, 1145); reliability was not reported for a follow-up study. Validity was not separately discussed. Items were created by drawing concepts and wording from existing measures of brand-essence contagion (Newman and Dhar 2014) and brand authenticity (Morhart et al. 2015).

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.

Keywords

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• Brand Exclusivity From Limited Availability2023 · 3 items