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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...

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Bibliographic Details
Main Authors:	Phau, Ian, Cheong, Edith
Format:	Journal Article
Published:	Taylor & Francis Group 2009
Subjects:	Product involvement Brand extension Status consumption Brand image Diffusion brand Brand loyalty
Online Access:	http://hdl.handle.net/20.500.11937/33497

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