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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...

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Bibliographic Details
Main Authors:	Cheah, Isaac, Phau, Ian, Chong, C., Shimul, A.
Format:	Journal Article
Published:	Emerald 2015
Online Access:	http://hdl.handle.net/20.500.11937/46316

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