The Power of the Star Designer in Luxury Brands
Do star designers have the power to influence the luxury brands they work at? If they do, what components drive the power? In short, yes! The research is amongst the first to conceptualise star designers and their power in luxury brands. It examined the key antecedents and outcomes of the power of t...
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| Format: | Thesis |
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Curtin University
2023
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| Online Access: | http://hdl.handle.net/20.500.11937/94362 |
| Summary: | Do star designers have the power to influence the luxury brands they work at? If they do, what components drive the power? In short, yes! The research is amongst the first to conceptualise star designers and their power in luxury brands. It examined the key antecedents and outcomes of the power of the star designer in enhancing the luxury brand desirability; and studied the frequency of online posting and consumers’ online engagement as moderating effects. |
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