The purpose of this paper is to develop a scale to measure luxury brands' status and conspicuousness using the new luxury brand context as a reference point. This scale will be utilized to establish empirical evidence that allows an exploration of the relationship between status and...

New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. These strategies are radically different from those implemented by traditional luxury brand owners, who maintain a strict consistency between...