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    Conceptualizing luxury brand attachment

    245450_245450.pdf (152.1Kb)
    Access Status
    Open access
    Authors
    Shimul, Anwar
    Date
    2015
    Type
    Working Paper
    
    Metadata
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    Abstract

    This paper aims to conceptualize luxury brand attachment and develop a scale for measuring the intensity of the attachment. A research model has been proposed with an agenda of nine hypotheses to investigate the antecedents and outcomes of the luxury brand attachment. Consumer’s self-congruity theory forms the theoretical underpinning of the research. An experimental research method will be employed to test the model and measurement scale. It will fulfil an existing gap in the luxury brand attachment construct. The findings of this paper will also provide insights for marketing managers for developing brand reinforcement and revitalization strategies for luxury brands.

    Citation
    Shimul, A. 2015. Conceptualizing luxury brand attachment, Marketing Insights working paper, School of Marketing, Curtin University of Technology, School of Marketing.
    Additional URLs
    http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/13004
    Collection
    • Curtin Research Publications

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