Me, my brand and I: Consumer responses to luxury brand rejection
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DOI: 10.1016/j.jbusres.2017.05.032
Abstract: Integrating the social rejection and brand threat literatures, this research examines how consumers respond when the luxury brand they identify with is rejected by their social peers. Across two studies, it is observed that, consumers… read more here.
Keywords: responses luxury; rejection; consumer responses; brand ... See more keywords
Personality-driven luxury brand management
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DOI: 10.1057/s41262-018-0090-8
Abstract: This paper combines the brand personality and brand anthropomorphization concepts and introduces the notion of personality-driven brand management especially for the context of luxury branding. A central part of this paper is a study about… read more here.
Keywords: brand management; brand; luxury brand; personality ... See more keywords
UGC attributes and effects: implication for luxury brand advertising
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DOI: 10.1080/02650487.2021.1898773
Abstract: Abstract Consumers often share their various brand experiences via Instagram, which has users that indirectly enjoy brand experiences from others. Along with this trend, luxury brands have started providing brand experiences through various cultural spaces,… read more here.
Keywords: advertising; brand; advertising ugc; brand experiences ... See more keywords
Influences of persona self on luxury brand attachment in the Metaverse context
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DOI: 10.1108/apjml-05-2022-0390
Abstract: PurposeThis study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on… read more here.
Keywords: metaverse; luxury; brand attachment; persona self ... See more keywords
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
Are Luxury Brand Labels and “Green” Labels Costly Signals of Social Status? An Extended Replication
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DOI: 10.1371/journal.pone.0170216
Abstract: Costly signaling theory provides an explanation for why humans are willing to a pay a premium for conspicuous products such as luxury brand-labeled clothing or conspicuous environmentally friendly cars. According to the theory, the extra… read more here.
Keywords: luxury; signaling theory; luxury brand; social status ... See more keywords