Theoretically, the meanings attached to luxury brands have been thought to be integrated in consumers’ identities, yet this possibility has not yet been explicitly investigated. This paper describes the development of a 23-item instrument for assessing the enrichment of an individual's personal identity through their identity as a luxury consumer. An exploratory factor analysis on data from a survey using this instrument indicates the existence of five factors (unburdening, pleasure, impressiveness, sensation and connectedness). The scale has a variety of potential applications and can serve as a framework for further empirical research.

• Antigone G. Kyrousi(Athens University of Economics and Business)
• Eirini Koronaki(Athens University of Economics and Business)
• Prokopis K. Theodoridis(University of Patras)