EconPapers    
Economics at your fingertips  
 

Revisiting the Brand Luxury Index: new empirical evidence and future directions

Francisco J. Conejo (), Lawrence F. Cunningham and Clifford E. Young
Additional contact information
Francisco J. Conejo: University of Colorado - Denver
Lawrence F. Cunningham: University of Colorado - Denver
Clifford E. Young: University of Colorado - Denver

Journal of Brand Management, 2020, vol. 27, issue 1, 108-122

Abstract: Abstract Studies increasingly question the robustness of luxury marketing’s most prominent scale, Vigneron and Johnson’s (J Brand Manag 11(6):484–506, 2004) Brand Luxury Index (BLI). However, these studies’ isolated and occasionally obscure nature has kept this issue outside marketing’s mainstream. Given the contextual/methodological differences between these studies, calls to evaluate the BLI further, and the importance of ascertaining this instrument’s robustness, this research is the first to systematically address the issue and provide more conclusive evidence of BLI performance. This paper comprises four studies with US students, Chinese students, US consumers, and pooled data. Results consistently indicate that the BLI is factorially unstable. On average, only 30% of its items operate adequately. The present results confirm growing BLI concerns. We conclude that luxury brand dimensionality remains unresolved. Luxury marketing still requires valid, reliable, and generalizable luxury brand taxonomies/scales to further advance. This area offers ample research opportunities. We examine alternative ways to develop future luxury brand scales and offer recommendations for research in this area.

Keywords: Luxury; Brand; Scale; Vigneron; BLI; Replication (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1057/s41262-019-00168-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:27:y:2020:i:1:d:10.1057_s41262-019-00168-4

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Urša Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-01-10
Handle: RePEc:pal:jobman:v:27:y:2020:i:1:d:10.1057_s41262-019-00168-4