Truong, Yann; McColl, Rod; Kitchen, Philip J. - In: Journal of Product & Brand Management 19 (2010) 5, pp. 346-355
Purpose – This paper seeks to test the effects of intrinsic and extrinsic aspirations on luxury brand preference. The objective is to help luxury marketers better understand and anticipate the psychological needs of their customers. Design/methodology/approach – Based on a thorough review of...