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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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Bibliographic Details
Main Authors:	Thwaites, Zoe, Ferguson, Graham
Other Authors:	Svetlana Bogomolova
Format:	Conference Paper
Published:	Australian and New Zealand Marketing Academy 2012
Online Access:	http://www.anzmac.org/conference_archive/2012/papers/373ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/27171

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