How young adult consumers evaluate diffusion brands: effects of brand loyalty and status consumption
This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an experimen...
| Main Authors: | , |
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| Format: | Journal Article |
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Taylor & Francis Group
2009
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| Online Access: | http://hdl.handle.net/20.500.11937/33497 |