Antecedents and outcomes of brand prominence on willingness to buy luxury brands
Purpose: The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence and vanity on willingness to buy luxury brands. Design/methodology/approach...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Emerald
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/46316 |