Consumers evaluation of imitation in luxury brands and their purchase intention
This research explores consumers’ underlying motives for luxury brand mimicry consumption using functional theories as the basis. Three studies are designed to measure consumers’ attitudes toward luxury brands serving as either social adjustive or value expressive function and their varied prefer...
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| Format: | Working Paper |
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2015
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| Online Access: | http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ http://hdl.handle.net/20.500.11937/27416 |