Multiple-item scale for measuring prestige perceptions of brands

Abstract

This study extends the emerging research on prestige consumption. The objective of this research is to examine the concept of prestige with the goals of designing a conceptual framework and developing a scale (i.e., semantic differential) able to measure the meaning of this concept. There are several reasons why it is important to develop a scale measuring the concept of prestige. First, there exists no clear definition concerning what constitutes a prestige brand compared to a non­prestige brand. The second reason supporting this research is the lack of theoretical direction concerning the conception and the evaluation of prestige brands. The theoretical and applied research question that was used in this study is: how can a new brand in particular, or perhaps a low-prestige established brand, build a prestigious image? The prestige seeking conceptual framework was developed using different models of consumer behaviour such as models of conspicuous consumption and materialism. This framework identifies four types of consumers which are differently influenced by reference groups. However, the purpose of the research was not to explore the conceptual framework per se, but more modestly, this framework was used in the development of a scale, subsequently named Brand Prestige Inventory (BPI), for measuring consumer perceptions of prestige for brands. Prestige was operationally defined as the distinction between brands perceived as owned by a few people compared to brands owned by virtually everyone. The research revealed that the concept of prestige is multidimensional and substantiated a five-factor model including the following perceived values; conspicuousness, uniqueness, quality, extended-self, and hedonism. We used standard psychometric procedures to establish evidence for both aspects of reliability and validity, using methods such as structural equation modelling and multitrait­multimethod data analysis. The benefits of the BPI scale to researchers resides in helping them understand how consumers view prestige brands. This study proposes that BPI scores may categorise prestige brands into 3 groupsð€€” luxury brands, premium brands, and upmarket brands. From a market segmentation point of view, clustering consumers according to their level of prestige assigned to a brand, may reveal significant demographic or psychographic characteristics. From a market positioning point of view, relative strengths and weaknesses can be identified in the target market along either each of the 20 items comprising the BPI scale or each of the 5 underlying dimensions determined by the research. In conclusion, this instrument could be used both in the creation of a prestige brand and in the continuous monitoring of existing prestige brands.