The Brand Luxury Index (BLI) is a tool designed to measure consumers’ perceptions of luxury brands[1]. Developed by researchers Jean-Noël Kapferer and Vincent Bastien, the BLI assesses various aspects of a brand’s luxury status through seven sub-categories[1].
Components of the BLI
The BLI consists of seven key dimensions:
- Price
- Aesthetics
- Exclusivity
- Client Relationship
- Social Status
- Hedonism
- Quality
Each dimension is scored on a scale of 0-10, with a total possible score of 70[1].
Scoring and Interpretation
The scoring rules vary slightly for different sub-categories:
- For most sub-categories, higher scores indicate higher levels of luxury[1].
- The Client Relationship category is reverse-scored, where lower scores indicate higher luxury[1].
Survey Questions
The BLI survey includes questions for each dimension. Here are some example statements for each category:
Price
- The brand’s products are highly priced.
- The brand’s pricing reflects its exclusivity.
Aesthetics
- The brand’s products are visually appealing.
- The brand’s designs are aesthetically pleasing.
Exclusivity
- The brand’s products are not easily accessible to everyone.
- Owning this brand’s products makes me feel unique.
Client Relationship
- The brand provides excellent customer service.
- The brand has a personal connection with its customers.
Social Status
- Owning a product from this brand is a status symbol.
- The brand is associated with high social status and prestige.
Hedonism
- The brand’s products provide a luxurious and indulgent experience.
- Owning a product from this brand is a form of self-indulgence.
Quality
- The brand’s products are of exceptional quality.
- The brand uses the best materials and craftsmanship[1].
Criticisms and Limitations
Despite its widespread use, the BLI has faced some criticism:
- Subjectivity: The scale relies heavily on consumer perceptions, which can be subjective[1].
- Lack of objective measures: It does not account for tangible aspects of luxury such as materials or craftsmanship[1].
- Limited applicability: Some researchers argue that the BLI may not be suitable for all luxury brands, as different brands may prioritize different aspects of luxury[1].
Revisions and Improvements
Recognizing these limitations, researchers have proposed modifications to the original BLI. Kim and Johnson developed a revised version with five dimensions: quality, extended-self, hedonism, accessibility, and tradition[2]. This modified BLI aims to provide a more practical tool for assessing consumer perceptions of brand luxury[2].
Conclusion
The Brand Luxury Index Scale remains a valuable tool for measuring consumer perceptions of luxury brands. While it has limitations, ongoing research and revisions continue to improve its effectiveness and applicability in the ever-evolving luxury market.
Citations:
[1] https://researchmethods.imem.nl/CB/index.php/research/concept-scales-and-quationaires/123-brand-luxury-index-scale-bli
[2] https://www.emerald.com/insight/content/doi/10.1108/JFMM-05-2015-0043/full/html
[3] https://premierdissertations.com/luxury-marketing-and-branding-an-evaluation-under-bli-brand-luxury-index/
[4] https://www.proquest.com/docview/232489076
[5] https://www.researchgate.net/publication/247478622_Measuring_perceived_brand_luxury_An_evaluation_of_the_BLI_scale
[6] https://www.researchgate.net/publication/31968013_Measuring_perceptions_of_brand_luxury
[7] https://www.deepdyve.com/lp/emerald-publishing/brand-luxury-index-a-reconsideration-and-revision-dOTwPEUCxt