The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored …, considering the rising relevance of new luxury fashion brand authenticity and its advantages for practitioners. We used a self … empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity …

digital brand experiences on social media influence perceptions of brand authenticity, attachment and loyalty for luxury …-based approach of 112 respondents who are luxury brand Instagram followers. The empirical testing and estimation of the proposed …, generating attachment and loyalty to a luxury fashion brand. Originality/value: This research presents insights about digital …