Drivers of Attitudes Toward Luxury Brands Measure

Citation

Yim MY, Sauer PL, Williams J, Lee S & MacRury I (2014) Drivers of Attitudes Toward Luxury Brands Measure.

Abstract
The Drivers of Attitudes Toward Luxury Brands Measure (Yim et al., 2014) was developed to assess consumer attitudes toward luxury brands (LUX), as well as possible influences of these attitudes: cultural orientations, susceptibility to normative interpersonal influence (SNII), and brand consciousness (BCO). Sample data were gathered through surveys administered to 383 college students in the UK and Taiwan. The first section of the questionnaire included items measuring LUX derived from a 5-item, seven-point, semantic differential scale developed by Spears and Singh (2004). Due to a linguistic issue in the translation process, only four items were adopted. The second section of the questionnaire contained items measuring respondents’ Cultural orientations (Horizontal individualism, Vertical individualism, Horizontal collectivism, and Vertical collectivism) and SNII. The scale measuring the four cultural dimensions (Triandis and Gelfand, 1998) was rated on a seven-point, Likert scale. The next section of the questionnaire measured BCO using a seven-point Likert-type scale developed by Nan and Heo (2007). The questionnaire was initially written in English then translated into Chinese using a translation-back translation process (Marin and Marin, 1991; McGorry, 2000). Factor analyses supported a 22-item scale with the following constructs: Horizontal individualism, Vertical individualism, Horizontal collectivism, Vertical collectivism, Susceptibility to normative interpersonal influence, Brand consciousness, and Attitudes toward luxury brands. Evidence supporting the reliability and validity of these constructs was also presented.

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Professor Iain MacRury

Professor in Comms., Media and Culture, Communications, Media and Culture