Investigating the moderating role of anticipatory guilt on the consumption of luxury brands
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This study examines how attitudes towards sweatshops, social norms and perceived behavioural factors influence consumers' purchase intention towards luxury branded apparel made in sweatshops and ultimately the willingness to pay more for luxury branded apparel not made in sweatshops. Anticipatory guilt is also tested as a moderator to examine the relationship between intention not to purchase luxury branded apparel made in sweatshops and the willingness to pay more for luxury apparel not made in sweatshops.
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Latter, Chelsey Renee (2012)The purpose of this study is to assess Australian Generation Y consumers’ purchase intentions towards luxury apparel brands in an effort to determine the effect brand perceptions (brand judgement and emotional value) have ...
Phau, Ian ; Teah, Min; Chuah, Joe (2015)Purpose – The paper examines how attitudes towards sweatshops, social norms and perceived behavioural control factors influence consumers’ attitudes towards luxury fashion apparel made in sweatshops. It also examines how ...
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