Conceptualizing luxury brand attachment
This paper aims to conceptualize luxury brand attachment and develop a scale for measuring the intensity of the attachment. A research model has been proposed with an agenda of nine hypotheses to investigate the antecedents and outcomes of the luxury brand attachment. Consumer’s self-congruity th...
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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/20.500.11937/13004 |