Results 11 to 20 of about 2,380 (262)
European Research on Management and Business Economics, 2022 This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand ...
Marcelo Royo-Vela +1 more
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The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia [PDF]
Innovative Marketing, 2023 Branding strategy is crucial in strengthening firms’ market competitiveness. This study examined the influence of brand equity of luxury brands on attitudinal responses and behavioral intentions of consumers towards electronic word-of-mouth.
Nada Saleh Badawi, Amani Ahmed Basif
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Effect of digital brand experience on luxury fashion brand authenticity, attachment and loyalty
South African Journal of Business Management, 2023 Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences.
Fan-Lu Lin, Te-Hsing Ku
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Управленец, 2021 In the age of consumption, customers prefer high-quality and exclusively designed luxury brands. This trend is based on a variety of reasons, such as the manifestation of status and wealth, as well as positive emotions and symbolic power created by these
Esra Özkan Pir, Evrim Derinözlü
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South African Journal of Business Management, 2018 The purpose of this study was to investigate the relationship among luxury brand perceptions (i.e. individual value, social influence and luxury brand image), luxury brand attachment and luxury brand purchase intention.
Te-Hsing Ku, Tzu-Ling Lin
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Utilizing Sensory Marketing and Brand Experience: The Case of Luxury Watchmaking
APMBA (Asia Pacific Management and Business Application), 2023 This research examines the impact of sensory marketing cues and brand experience on emotional attachment, customer commitment, and brand loyalty in the luxury wristwatch industry.
Axton Trixie Chandra +1 more
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Russian Journal of Agricultural and Socio-Economic Sciences, 2021 COVID – 19 pandemic comes up with chaos everywhere, especially in the economy. So much shifting has been occurring; the digital market is one of many things that a company should strive for, an example of shifting amidst the COVID – 19 pandemic.
Suryono I.A. +2 more
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Cogent Business & Management, 2023 The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity ...
Sally Mohamed Amer +2 more
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Luxury Branding in Emerging Markets [PDF]
, 2016 In March 2012, Gap entered the South African market, but with a different pricing strategy to the one followed in the USA. While the brand is known as an affordable clothing brand in the USA, its goods were priced substantially higher in South Africa than in the USA.
Stiehler, B, Lee, LW
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The Potential of Facebook Utilization in Women’s Undergarments Luxury Fashion Brand
Asian Journal of Technology Management, 2017 . The dynamic of global economy drives luxury fashion businesses to change. The primary channel of retailing for luxury fashion brand undergarment is offline stores because Luxury brands are expected to evoke uniqueness and exclusivity through high ...
Fitri Aprilianty +1 more
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