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Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention

Based upon the signalling theory and self-congruity theory, this study theorizes and examines the effect of brand prominence on the purchase intention of luxury goods, with the mediating role of self-congruence and value-for-money perception. Furthermore, it explores the moderating effect of power d...

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Bibliographic Details
Main Authors:	Aw, Eugene Cheng Xi, Hui, Stephanie Wen Chuah, Sabri, Mohamad Fazli, Kamal Basha, Norazlyn
Format:	Article
Language:	English
Published:	Elsevier 2021
Online Access:	http://psasir.upm.edu.my/id/eprint/97461/ http://psasir.upm.edu.my/id/eprint/97461/1/ABSTRACT.pdf

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