An Empirical Replication and Cross-Cultural Study of Brand Luxury Between Australia and New Zealand

With the growing globalization of luxury brands, marketers are increasingly interested in the response of different cultures to marketing stimuli. Consequently, the lack of a clear definition of what makes a luxury brand and the absence of reliable and valid operational measures of luxury have hindered theoretical development in luxury brand management research and consequently its practical application in marketing. However, a brand luxury scale was recently developed using samples of Australian university students. We conducted several studies to replicate the scale development and examined cross-national consumer samples from New Zealand to further test the validity of the scale.



Citation:

Franck VIGNERON (2006) ,"An Empirical Replication and Cross-Cultural Study of Brand Luxury Between Australia and New Zealand", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 148-155.

Authors

Franck VIGNERON, California State University, Northridge



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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