There are no sensitive questions, but you may still be assured that your answers are ANONYMOUS and CONFIDENTIAL. They will be used strictly for the purpose of academic research. Submitting a completed questionnaire implies consent to participate in this research project. All participants can withdraw at any given point during the questionnaire, before submitting their completed questionnaire by clicking ‘next’ in the last page of the questionnaire. The data collected after the completion of the project will be erased to avoid any future breach in confidentiality.

The questionnaire will take around X minutes.

There is no right or wrong answer to these questions – what really matters is your opinion based on your experience.

If you have any questions, please do not hesitate to contact the researcher at [email protected].

Thank you for your help!

Q 1) Not displayed

page break

Q 2) Which is the luxury fashion brand that you intend to purchase from in the near future? (e.g. Balenciaga, Louis Vuitton, Gucci, etc.) Note: please insert only one brand name

_____________________[footnoteRef:1] Q2_Brand [1: Answer = pipe text]

page break

Q 3) Have you ever purchased from [QID2-ChoiceTextEntryValue]?

Q3_Purchase

Yes Code X = Yes

No Code X = No

Display logic / page break

If yes:

Q 4) How often do you purchase from [QID2-ChoiceTextEntryValue]?

Q4_Frequency

Never bought from this brand before Code = X

Less than once in two years Code = X

Once in two years Code = X

Twice to three times in two years Code = X

Once per year Code = X

Two to three times per year Code = X

Twice every six months Code = X

Three times every six months Code = X

At least once per month Code = X

More than once per month Code = X

page break

Q 5) How long have you been a customer of [QID2-ChoiceTextEntryValue]?

Q5_Duration

I’m not a customer of this brand yet Code = X

Less than 6 months Code = X

6 months up to 1 year Code = X

1 year to 2 years Code = X

3 years to 4 years Code = X

5 years to 6 years Code = X

7 years to 8 years Code = X

9 years and more Code = X

Skip Logic / page break

Q 6) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q6_1_NII	It is important that others like the luxury products and brands I buy.	1	2	3	4	5	6	7
Q6_2_NII	I rarely purchase the latest luxury fashion styles until I am sure my friends approve of them.	1	2	3	4	5	6	7
Q6_3_NII	When buying luxury products, I generally purchase those brands that I think others will approve of.	1	2	3	4	5	6	7
Q6_4_NII	If other people can see me using a luxury product, I often purchase the brand they expect me to buy.	1	2	3	4	5	6	7
Q6_5_NII	If I want to be like someone, I often try to buy the same brands that they buy.	1	2	3	4	5	6	7
Q6_6_NII	I never identify with other people by not purchasing the same luxury products and brands they purchase. (r)	1	2	3	4	5	6	7

Coding: Code X = Strongly Disagree Code X = Disagree Code X = Slightly Disagree Code X = Undecided Code X = Slightly Agree Code X = Agree Code X = Strongly Agree

Q 7) Please mark Χ the blank that best indicates what your specific luxury fashion brand that you mentioned in Q2 means to you.

The brand offers the following characteristics to me:

Not fun	::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::	Fun	Q7_1_Hedonic
Dull	::___::___::___::___::___:: ___::___::	Exciting	Q7_2_Hedonic
Not delightful	::___::___::___::___::___:: ___::___::	Delightful	Q7_4_Hedonic
Not thrilling	::___::___::___::___::___:: ___::___::	Thrilling	Q7_2_Hedonic
Unenjoyable	::___::___::___::___::___:: ___::___::	Enjoyable	Q7_5_Hedonic

Coding: Code X = Strongly Disagree Code X = Disagree Code X = Slightly Disagree Code X = Undecided Code X = Slightly Agree Code X = Agree Code X = Strongly Agree

Q 8) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q8_1_III	To make sure I buy the right luxury product or brand, I often observe what others are buying or using.	1	2	3	4	5	6	7
Q8_2_III	I often consult other people to help choose the best alternative available from a product class.	1	2	3	4	5	6	7
Q8_3_III	I frequently gather information from friends or family about a luxury product before I buy.	1	2	3	4	5	6	7

Coding: Code X = Strongly Disagree Code X = Disagree Code X = Slightly Disagree Code X = Undecided Code X = Slightly Agree Code X = Agree Code X = Strongly Agree

Q 9) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q9_1_Unique	I'm often on the lookout for new products or brands that will add to my personal uniqueness.	1	2	3	4	5	6	7
Q9_2_Unique	Having an eye for products that are interesting and unusual assists me in establishing a distinctive image.	1	2	3	4	5	6	7
Q9_3_Unique	I often try to find a more interesting version of run-of-the-mill products because I enjoy being original.	1	2	3	4	5	6	7
Q9_4_Unique	I often dress unconventionally even when it's likely to offend others.	1	2	3	4	5	6	7
Q9_5_Unique	If someone hinted that I had been dressing inappropriately for a social situation, I would continue dressing in the same manner.	1	2	3	4	5	6	7
Q9_6_Unique	I dislike brands or products that are customarily purchased by everyone.	1	2	3	4	5	6	7
Q9_7_Unique	Please select strongly disagree for this statement.[footnoteRef:2] [2: Quality control question, nr. 1]	1	2	3	4	5	6	7
Q9_8_Unique	I often try to avoid products or brands that I know are bought by the general population.	1	2	3	4	5	6	7

Code X = Strongly Disagree Code X = Disagree Code X = Slightly Disagree Code X = Undecided Code X = Slightly Agree Code X = Agree Code X = Strongly Agree

Q 10) Please read and rate ALL of the following statements based on your level of disagreement/ agreement regarding your specific luxury fashion brand that you mentioned in Q2.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q10_1_Qual	Products of X are of a high quality.	1	2	3	4	5	6	7
Q10_2_Qual	Products of X are of a constant quality.	1	2	3	4	5	6	7
Q10_3_Qual	Products of X are produced to high-quality standards down to the last detail.	1	2	3	4	5	6	7

Coding: Code X = Strongly Disagree Code X = Disagree Code X = Slightly Disagree Code X = Undecided Code X = Slightly Agree Code X = Agree Code X = Strongly Agree

Q 11) Please read and rate ALL of the following statements based on your level of disagreement/ agreement regarding your specific luxury fashion brand that you mentioned in Q2.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q11_1_PValue	X offers good value for the price.	1	2	3	4	5	6	7
Q11_2_PValue	X worths the money.	1	2	3	4	5	6	7
Q11_3_PValue	X provides me great value as compared to others.	1	2	3	4	5	6	7

Coding: Code X = Strongly Disagree Code X = Disagree Code X = Slightly Disagree Code X = Undecided Code X = Slightly Agree Code X = Agree Code X = Strongly Agree

Q 12) Please mark Χ in the blank that best describes your feelings about your specific luxury fashion brand that you mentioned in Q2:

Unappealing	::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::	Appealing	Q12_1_Attitude
Bad	::___::___::___::___::___:: ___::___::	Good	Q12_2_Attitude
Unpleasant	::___::___::___::___::___:: ___::___::	Pleasant	Q12_3_Attitude
Unfavorable	::___::___::___::___::___:: ___::___::	Favorable	Q12_4_Attitude
Unlikable	::___::___::___::___::___:: ___::___::	Likable	Q12_5_Attitude

Coding example for Q11_1_Attitude Code X = Unappealing Code X = 2 Code X = 3 Code X = 4 Code X = 5 Code X = 6 Code X = Appealing

Same applies for others

Q 13) Regarding your specific luxury fashion brand that you mentioned in Q2: Please mark Χ the blank that best describes:

How likely is it that you purchase the brand in the near future?

Unlikely	::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::	Likely	Q13_1_PIntent
No chance	::___::___::___::___::___:: ___::___::	Certain	Q13_2_PIntent
Improbable	::___::___::___::___::___:: ___::___::	Probable	Q13_3_PIntent

Coding for Unlikely/likely and No chance/certain Code X = Extremely unlikely Code X = Unlikely Code X = Somewhat unlikely Code X = Neither unlikely nor likely Code X = Somewhat likely Code X = Likely Code X = Extremely likely

Coding for Improbable/Probable Code X = Extremely improbable Code X = Improbable Code X = Somewhat improbable Code X = Neither improbable nor probable Code X = Somewhat probable Code X = Probable Code X = Extremely probable

Question 14 – not displayed

DEMOGRAPHIC INFORMATION

Q 15) What is your gender? Q15_Gender

(Please choose only ONE)

· Male Code X = Male

· Female Code X = Female

Question 16 and 17 – not displayed

Q 18) To which age group do you belong? Q18_Age

(Please choose only ONE)

· 18-24 Code = X

· 25-34 Code = X

· 35-44 Code = X

· 45-54 Code = X

· 55-64 Code = X

· 65 and over Code = X

Question 19 – not displayed

Q 20) What is your annual household NET income? Would you please give your best guess?

(Please choose only ONE) Q20_Income

· Less than $10,000 Code = X

· $ 10,000-19,999 Code = X

· $ 20,000-29,999 Code = X

· $ 30,000-39,999 Code = X

· $ 40,000-49,999 Code = X

· $ 50,000-59,999 Code = X

· $ 60,000-69,999 Code = X

· $ 70,000-79,999 Code = X

· $ 80,000-89,999 Code = X

· $ 90,000-99,999 Code = X

· $ 1000,000-149,999 Code = X

· More than $ 150,000 Code = X

Question 21 – not displayed

Q 22) What is the highest level of school you have completed or the highest degree you have received? (Please choose only ONE) Q22_Education

· Less than high school degree Code = X

· High school graduate Code = X

· Some college but no degree Code = X

· Associate degree in college (2-year) Code = X

· Bachelor’s degree in college (4-year) Code = X

· Master’s degree Code = X

· Doctoral degree Code = X

· Professional degree (JD, MD) Code = X

Next.

THANK YOU VERY MUCH

SPSS

RELIABILITY TESTS

Reliability Test: Normative interpersonal influences – Q6 NIII

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Hedonic value – Q7 Hedonic

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Informational interpersonal influences – Q8 III

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Need for uniqueness – Q9 Unique

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Product quality – Q10 Qual

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Perceived value – Q11 PValue

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Brand attitude – Q12 Attitude

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

Reliability Test: Purchase Intentions –Q13 PIntent

Reliability statistics table (insert from output document and explain which numbers we have to look at and what they mean)

DESCRIPTIVE STATISTICS (for demographics)

Gender – Q15

Include the relevant tables, the graph from your output document and describe what the results mean.

Age – Q18

Include the relevant tables, the graph from your output document and describe what the results mean.

Income – Q20

Include the relevant tables, the graph from your output document and describe what the results mean.

Education – Q22

Include the relevant tables, the graph from your output document and describe what the results mean.