Purpose – Purchases of luxury fashion brands continues to grow rapidly in metropolitan China, creating a significant global marketplace. Associated behaviour is maturing, exhibiting levels of sophistication and is risk averse, consequently, purchasing intention and willingness to pay more...

Purpose – The purpose of this paper is to assess brand commitment levels demonstrated by luxury brand consumers in China and seeks to identify the most significant combination of antecedents from brand affect, image, value and trust. Design/methodology/approach – A self-completion,...