This five-item scale measures how upscale a store's exterior looks, that is, how strongly it signals quality and status. Yu et al. (2022) used it in Study 1b, with 154 university students, in research on how a brand's letter case affects perceptions of premiumness. The adjectives were adapted from words used in an implicit association test in the authors' Study 1a.
Unipolar adjective ratings (response format not reported; a 7-point format would match the other measures in the studies)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .90 in Study 1b (Yu et al. 2022, p. 339); validity was not discussed. Neither the stem nor the response format was reported, so researchers will need to supply a brief instruction asking respondents to rate the store front on each adjective. A post-test in the web appendix assessed premiumness for four further objects but reported no reliabilities and did not make clear whether these items were used. See also Perceived Product Premiumness (ID 90184).
Yu, Yining, Xinyue Zhou, Lei Wang, and Qiuzhen Wang (2022), "Uppercase Premium Effect: The Role of Brand Letter Case in Brand Premiumness," Journal of Retailing, 98 (2), 335-355.
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