regarded as to impress others” or based on the inter-personal aspects (Berry “buying 1994; Leibenstein, 1950; Mason, 1992), many research studies suggest that luxury also has a strong personal and hedonic component. In the study of Wiedmann, Henngs and Siebels (2009), they pointed out that there are other aspects of motives for luxury consumption. Hedonism and perfectionism or buying luxury to oneself” (Dubois “please & Laurent, 1994), and situational conditions (e.g. economic, societal, and political factors) must also be considered (Vigneron & Johnson, 1999, 2004). A summary of literature on luxury perception scales and measurement across five studies (Table 1) demonstrated that based on the two major dimensions of luxury perceptions, orientation” and orientation”, related scales and “inter-personal “personal measures (Vigneron & Johnson 2004; Kapferer, 1998; Dubois, Laurent & Czellar 2001;Wiedmann, Henngs and Siebels 2009; Wang, Sun and Song, 2010) have been developed to predict the factors describing luxury brands. Table 1 Measuring perceptions of luxury brand: review of factors describing luxury brands across five studies Wiedman, Vigneron & Dubois, Laurent Hennigs & Wang, Sun, Song Johnson Kapferer (1998) & Czellar (2001) Siebels (2010) (1999, 2004) (2009) Other People’s Impression Conspicuous Materialistic Feel Elitist Elitist Prestige Successful Extremely Very high Conspicuousness Value in Increase Self- expensive price Social Its price Differentiate Networks I want other from others people to know that I own
regarded as “buying to impress others” or based on the inter-personal aspects (Berry 1994; Leibenstein, 1950; Mason, 1992), many research studies suggest that luxury also has a strong personal and hedonic component. In the study of Wiedmann, Henngs and Siebels (2009), they pointed out that there are other aspects of motives for luxury consumption. Hedonism and perfectionism or buying luxury to “please oneself” (Dubois & Laurent, 1994), and situational conditions (e.g. economic, societal, and political factors) must also be considered (Vigneron & Johnson, 1999, 2004). A summary of literature on luxury perception scales and measurement across five studies (Table 1) demonstrated that based on the two major dimensions of luxury perceptions, “inter-personal orientation” and “personal orientation”, related scales and measures (Vigneron & Johnson 2004; Kapferer, 1998; Dubois, Laurent & Czellar 2001;Wiedmann, Henngs and Siebels 2009; Wang, Sun and Song, 2010) have been developed to predict the factors describing luxury brands. Table 1 Measuring perceptions of luxury brand: review of factors describing luxury brands across five studies Vigneron & Johnson (1999, 2004) Kapferer (1998) Dubois, Laurent & Czellar (2001) Wiedman, Hennigs & Siebels (2009) Wang, Sun, Song (2010) Conspicuousness Elitist Extremely expensive Its price Conspicuous Elitist Very high price Differentiate from others Materialistic Prestige Value in Social Networks Other People’s Impression Feel Successful Increase I want other people to know that I own Self-
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