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    Investigating the influence of brand effect and personality traits towards purchase intention of limited edition of luxury brands

    245449_245449.pdf (102.3Kb)
    Access Status
    Open access
    Authors
    Sutrisna, Elaine
    Date
    2015
    Type
    Working Paper
    
    Metadata
    Show full item record
    Citation
    Sutrisna, E. 2015. Investigating the influence of brand effect and personality traits towards purchase intention of limited edition of luxury brands, Marketing Insights working paper series, 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/20.500.11937/48279
    Collection
    • Curtin Research Publications
    Abstract

    This paper aims to examine the effect of attitude, subjective norm and perceived behavioural control towards purchase intention of limited edition of luxury brands as supported by the Theory of Planned Behaviour. Two studies were conducted to measure the influence of brand effect on purchase intention by comparing non-fictitious brands (Louis Vuitton) and fictitious brands (Touché). Supported by Social Cognitive Theory, the influence of the personality factors and subjective norm on attitude was also investigated. Theoretically, this study closed inherent gaps as identified by the literature. Managerially, this study contributed in profiling limited edition of luxury brands consumers and identifying strategies to attract consumers in purchasing limited edition products

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