The Consumer Perceived Value Scale: Replication and Development of a Short Scale

Gianfranco Walsh, University of Koblenz-Landau, Germany
Thomas Kilian, University of Koblenz-Landau, Germany
Holger Buxel, University of Applied Science Muenster, Germany
In recent years perceived value has attracted significant attention among marketing scholars. Recently, Sweeney and Soutar (2001) identified four dimensions of consumer perceived value (CPV) and developed scales to measure these dimensions. Their CPV scale, based on previous research in Australia, was administered to consumers in Germany. We assess the cross-cultural validity of the measure of consumer perceived value (Study 1). After validating the CPV scale, an abbreviated version of the CPV scale (with 12 items) is proposed and assessed that has equally good dimensional properties as the original version. In Study 2, using a second sample, we validate and apply the abbreviated version of the CPV scale.
[ to cite ]:
Gianfranco Walsh, Thomas Kilian, and Holger Buxel (2008) ,"The Consumer Perceived Value Scale: Replication and Development of a Short Scale", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 688-689.