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Evidence on Expectations of Luxury vs Nonluxury Consumers on Facebook Luxury Brand Pages
Deprince, Elodie - 2019
Luxury has been reluctant to Internet strategies due to its willingness to stay rare and exclusive. When it comes to social media, these brands rely even more on a concept of accessibility. However, luxury brands have more recently incorporated social media into their marketing strategies....
Persistent link: https://www.econbiz.de/10012862124
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The Concept of Luxury Brands and the Relationship Between Consumer and Luxury Brands
Becker, Kip - 2018
The study aims to articulate a definition of luxury brands, to propose a framework for consumer luxury brand … perspective in the understanding of luxury brand constructs and a definition of luxury brands in the way why consumers involve … symbolic consumption. The successful application of the findings in a brand setting would be of particular interest to …
Persistent link: https://www.econbiz.de/10012911148
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A Brand Culture Approach to Brand Literacy : Consumer Co-Creation and Emerging Chinese Luxury Brands
Schroeder, Jonathan E. - 2014
favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an … emerging market, as an initial step toward a more developed theory of brand literacy …
Persistent link: https://www.econbiz.de/10013045463
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Demystifying Luxury Brands
Doval, Jyoti - 2015
For centuries, people worldwide have delighted themselves with the possession of products or services, which go beyond the realm of necessity and may be termed as luxury. The term “luxury” is often used in our daily lives to refer to products, services or a certain lifestyle, which go beyond...
Persistent link: https://www.econbiz.de/10013020159
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Downward price-based luxury brand line extension : effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty
Royo-Vela, Marcelo; Pérez Sánchez, Mónica - In: European research on management and business economics 28 (2022) 3, pp. 1-10
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 loyalty. The conceptual framework is based on both previous qualitative and quantitative research. A five …
Persistent link: https://www.econbiz.de/10013407380
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Influence of Materialism and Life Satisfaction on Consumer Willingness to Buy Counterfeit Luxury Brands
Trinh, Viet Dung; Phau, Ian - 2013
recent years, counterfeit luxury brand consumption continues to increase worldwide, and it is now sometimes regarded as a …
Persistent link: https://www.econbiz.de/10014042822
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Chandler's Effect in Luxury Brands Consumption
Ochkovskaya, Marina - 2017
authentic luxury purchasing is very important to them. These “Chandlers” are represented mainly in big cities where luxury brand …
Persistent link: https://www.econbiz.de/10014120569
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Leveraging a luxury fashion brand through social media
Romão, Maria Teresa; Moro, Sérgio; Rita, Paulo; … - In: European research on management and business economics 25 (2019) 1, pp. 15-22
luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for … modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between … 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in …
Persistent link: https://www.econbiz.de/10011956812
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The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
Husain, Rehan; Ahmad, Amna; Khan, Bilal Mustafa - In: Cogent business & management 9 (2022) 1, pp. 1-19
consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status … consumption on luxury brand purchase intentions in the Indian luxury market. 453 responses were obtained from the top four … media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more …
Persistent link: https://www.econbiz.de/10014420490
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The Customers’ Brand Identification with Luxury Hotels : A Social Identity Perspective
Camilleri, Mark Anthony - 2019
This study relies on the social identity perspective to explore the relationships between the consumer-brand … satisfactory fit for this study's research model. The empirical results shed light on the direct and indirect effects on brand … loyalty. This contribution implies that brand trust had the highest effect on brand loyalty, and this was followed my other …
Persistent link: https://www.econbiz.de/10012892026