The contribution of consumer values and a country’s image to luxury brand equity: The case of the Indonesian middle-class woman
This study explored the values of Indonesian middle-class women and their impact on luxury brand equity. Consumer behaviour and brand perception are filtered through the values and perceptions of the middle-class; typically young, well-educated, modernist, strong religious belief, and holding cert...
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| Format: | Thesis |
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Curtin University
2020
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| Online Access: | http://hdl.handle.net/20.500.11937/81705 |
| Summary: | This study explored the values of Indonesian middle-class women and their impact on luxury brand equity.
Consumer behaviour and brand perception are filtered through the values and perceptions of the
middle-class; typically young, well-educated, modernist, strong religious belief, and holding certain values
from earlier life. This was investigated using a mixed methods sequential explanatory study. The study has
succeeded in developing a useful model for this phenomenon that can be applied to other luxury products. |
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