Results 31 to 40 of about 554,746 (290)
Luxury Brand Equity in Online Channel: The Moderating Effect of Brand Trust
Asia Marketing Journal, 2019 Branding strategy is important in the hyper-competitive luxury industry. In digitalized market environments, it is critical for luxury brands to transfer their established brand equity from the offline market to the online market.
Hyowon Hyun, JungKun Park, Weon Sang Yoo
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Localized Luxury and Luxury Marketing: Meaning Makings of Chinese Luxury Brand
, 2023 This research explores the social and cultural meaning of Chinese luxury brands, addressing a gap in the existing luxury branding literature that mainly focuses on conspicuous consumption and luxury brand values.
Jin, Ting, Thaichon, Park, Shao, Wei
core +1 more source
Management Letters/Cuadernos de Gestión, 2023 The objective of this study is to understand the role of the multidimensional trust of a luxury brand as an antecedent of consumer satisfaction and a consequence of reputation and familiarity, considering -in turn- that reputation and familiarity can be ...
Enrique Marinao-Artigas +3 more
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The effect of vertical brand extensions on consumer-brand relationships in South Africa
South African Journal of Business Management, 2017 The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury
O. Muroyiwa, R. Abratt, M. Mingione
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Exploring Luxury Brand Engagement In Developing Country: The Role Of Social Media Consumer Involvement [PDF]
E3S Web of ConferencesThis study learns the antecedents and consequences of consumer brand engagement in the Instagram account of luxury fashion brands. Customer involvement is the antecedent of consumer brand engagement, and the effects were in two variables, i.e., self ...
Fatmawati Indah +1 more
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The influence of luxury brand selfies on luxury brand preference
Manajemen dan BisnisIn today’s digital era, the growing phenomenon of luxury brand selfies has sparked interest in understanding their impact on consumer attitudes. This study explores how sharing selfies featuring luxury brands on social media influences consumers’ preferences toward those brands.
Velian Zalfa, Popy Rufaidah
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Entry of Copycats of Luxury Brands
Marketing Science, 2017 We develop a game-theoretic model to examine the entry of copycats and its implications by incorporating two salient features; these features are two product attributes, i.e., physical resemblance and product quality, and two consumer utilities, i.e., consumption utility and status utility.
Sarah Yini Gao +2 more
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Sage Open, 2016 The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their ...
Mónica Díaz-Bustamante +2 more
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Decoding the Luxury Brand Attachment: The Power of Social Media in Driving Consumer Action in Kuwait
Human Behavior and Emerging TechnologiesEnhancing the capacity of a luxury brand to stir a deep connection with customers has always been the focus of practitioners in the luxury industry. This study explores the potential role of social media in converting attachment with a luxury brand into ...
Marsela Thanasi-Boçe +3 more
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More Than Meets the Eye: The Impact of Materialism on Information Selection During Luxury Choices
Frontiers in Behavioral Neuroscience, 2018 Visual attention is an important condition for consumer decision-making. However, not much is known on individuals' determinants of this visual attention.
Catherine Audrin +7 more
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