A latent class analysis of brand prestige

Melvin Prince, Mark A. Davies

    Research output: Contribution to journalArticle

    2 Citations (Scopus)

    Abstract

    Core constructs are necessary as a basis for scale development in brand prestige research. This study examines the theoretical rationale for two such concepts - brand excellence and status conferral - and uses latent class scaling in an empirical test as to whether they are both important independent dimensions of prestige brands. Based on the analysis, these concepts are shown to be consistently present for two brands in two diverse product categories. The research calls into question earlier work on the measurement of brand prestige that was premised on a one-dimensional concept of prestige. Further studies are needed to explore the dimensionality and substantive structure of the brand prestige concept, to confirm or disconfirm findings from this research. © 2009 IOS Press. All rights reserved.

    Original languageEnglish
    Pages (from-to)171-180
    Number of pages10
    JournalModel Assisted Statistics and Applications
    Volume4
    Issue number3
    DOIs
    Publication statusPublished - 2009

    Keywords

    • Brand excellence
    • Latent class scaling
    • Prestige brand
    • Status conferral

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