Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?
This study extends the existing analysis of brand prominence undertaken by Han et al (J Mark 74:15–30, 2010), to individually measure a broader range of prominence measures, including branding elements of style, design, colours, logos, and shapes, assessed across three luxury items (shoes, handbags,...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Palgrave Macmillan
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/19856 |