Typicality of Message Phrasing (High-End Brand)

What it measures

The scale assesses how standard and expected a piece of brand communication is perceived to be for a high-end product, relevant to research on luxury branding conventions.

Response format

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

Scale items

• typical
• expected
• standard
• To what extent does this communication conform to a high-end ___ brand's communication style?

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

Usage notes & scoring

Lee (2021) borrowed three items from a scale by Kronrod, Grinstein, and Wathieu (2012) and added a fourth original item; used with North American MTurk participants. Reliability was excellent (α = .959). Validity wasn't discussed. Item wording requires naming the generic product category (e.g., car, watch, cologne) in the final item's blank.

Citation

Lee, Jeffrey K. (2021), "Emotional Expressions and Brand Status," Journal of Marketing Research, 58 (6), 1178–1196.

Keywords

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