Binomial Identity of Luxury Brands: The Role of Consumer Situational Scepticism
The purpose of this study is to examine how perceived corporate social responsibility (CSR) motives may influence consumer situational scepticism towards luxury brands and its effects on brand resonance, resilience to negative information and consumer advocacy of luxury brands. The moderating role o...
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| Format: | Thesis |
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Curtin University
2022
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| Online Access: | http://hdl.handle.net/20.500.11937/89059 |