Do luxury brands successfully entice consumers? The role of bandwagon effect
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DOI: 10.1108/imr-09-2014-0302
Abstract: Purpose The purpose of this paper is to explore the underlying motivations for bandwagon luxury brand consumption among consumers of an emergent market by empirically investigating the effects of consumers’ interdependent and independent orientations on… read more here.
Keywords: brand consumption; luxury; bandwagon luxury; consumption ... See more keywords