Perceived Brand Exclusivity

What it measures

Four items measure how much a consumer believes that a particular branded product is exclusive and makes its owners feel superior to other customers of the same brand. Wang and John (2019) used the scale in Study 5 with 155 students at a large North American university, as a manipulation check. The source of the scale was not stated.

Response format

7-point unipolar (1=not at all, 7=very much)

Scale items

• are exclusive.
• can make someone feel like a better customer compared with other _____ customers.
• can give a sense of higher status than other _____ customers.
• can make someone feel superior to other _____ customers.

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

Usage notes & scoring

Successfully used as a manipulation check, providing limited evidence of predictive validity. The blank in the stem should be filled with the generic product name (e.g., sweatshirts). Blanks in items 2, 3, and 4 should be filled with the brand, company, or store name.

Citation

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.

Keywords