The relationship between self-image and luxury brand purchase.

The attitude of self-image and brand image is one of the important factors at the stage of purchasing products, especially if the product is a luxury brand. The purpose of this questionnaire is to deduct the relationship between the buyer's self-image and the image of the brand and how the buyers evaluate and choose the brand chosen by them. In this questionnaire, you will have to choose one of the five brands written in the 1st question and answer accordingly to this brand in questions 2 to 7.

I am a graduate year student of Vilnius University, Faculty of Economics and Business Administration, specialization of Marketing and Global Business.

The survey should take approximately 10 minutes. Your responses are completely anonymous.

Results are available only to the author

Please choose one of the following 5 brands and then use this brand to complete questions 3 through 7. ✪

I am...

Brand X (the one you chose above is)...

Please indicate the degree to which you agree or disagree with the following statements in relation to the product you chose in question 1 (below is called Brand X) ( 1 = “strongly disagree” and 7 = “strongly agree”) :

1234567
Wearing/carrying/consuming brand X is consistent with how I see myself
Wearing/carrying/consuming brand X reflects who I am
I can completely identify with brand X.
If I were a brand, I would be brand X.
The brand X image corresponds to my self-image in many respects.
Through brand X, I can express what I find important in life.

Please indicate the degree to which you agree or disagree with the following statements ( 1 = “strongly disagree” and 7 = “strongly agree”) :

1234567
Brand X is my preferred brand over any other brand of the same product.
I would use brand X more than I would use any other brand of the same product.
When comparing similar products, I would be inclined to buy brand X over any other brand.
I value brand X more than other brands of the same product.
I think Brand X is a luxury brand in comparison with other brands.
Overall, I am satisfied with brand X.

Please indicate the degree to which you agree or disagree with the following statements ( 1 = “strongly disagree” and 7 = “strongly agree”) :

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Brand X helps me feel a part of a bigger group.
I use brand X to feel a part of a larger group.
My friends use brand X.
I use brand X to be like my friends.
I receive positive feedback from people while using brand X.
I feel connected to my friends while using brand X.

Please indicate the degree to which you agree or disagree with the following statements ( 1 = “strongly disagree” and 7 = “strongly agree”) :

1234567
Brand X’s product is handmade (crafted).
Brand X’s product has the best quality.
Brand X’s product is superior.
When I buy the Brand X products, I would ensure that I am getting my money’s worth.
Brand X’s product is unique.
Brand X’s product is attracting

How familiar are you with the brand you chose?

Sex

Please, indicate your age group

Please, indicate your monthly income level (EUR)

Please, indicate your education level