The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
luxuries
With three, seven-point semantic-differentials, this scale measures the extent to which a consumer believes a product to be either a luxury brand (at one end) or a “value” brand (at the other end).
The degree to which luxury brands are viewed as expressing something about one's self (beliefs, attitudes, values) is measured with this scale using four, seven-point Likert-type items.
Four, seven-point items are used to measure the degree to which luxury brands are viewed as facilitating self-expression and helping to project a particular image in social settings.
Seven, seven-point items are used to measure the expected likelihood that a certain hotel chain has several particular benefits characteristic of a higher quality establishment.
The level of pleasure a person thinks he/she would receive from eating a particular food item is measured with three, five point Likert-type items. Given the phrasing of item #2, the food is a treat rather than something common. In the study by Naylor et al. (2008), participants responded to this scale with respect to a chocolate featured in an advertisement by a chocolatier.
The scale is composed of four, five point Likert-type items that are intended to measure the degree to which a person attributes social meaning to a recent experience at a resort/spa.
The four, seven-point items in this scale measure the degree to which a person describes an object such as a product or person as having the quality of elegance, beauty, and status. The scale was called perceptions of luxury index by Hagtvedt and Patrick (2008).
This scale has six, six-point Likert-type items that are intended to measure the degree to which a person believes that a product is either a "luxury" or a "necessity" for the majority of people.
