Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers
Brand prominence is an important part of branding luxury fashion goods. Some consumers seek to „display‟ the brand name prominently and some do not. Research has begun to explore this phenomenon however; no previous research has explored the preferences amongst fashion change agents and fashion foll...
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| Format: | Conference Paper |
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Australian and New Zealand Marketing Academy
2012
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| Online Access: | http://www.anzmac.org/conference_archive/2012/papers/373ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/27171 |