Consumer advocacy for luxury brands
Citation
Shimul, A. and Phau, I. 2018. Consumer advocacy for luxury brands. Australasian Marketing Journal. 26 (3): pp. 264-271.
Source Title
Australasian Marketing Journal
ISSN
School
School of Marketing
Collection
Abstract
© 2018 This paper explores consumer advocacy for luxury brands in relation to brand satisfaction, brand loyalty and luxury brand attachment. Data were collected from an online consumer panel (n = 393) in Australia and were analysed through structural equation modelling. Luxury brand attachment has been found to have a stronger effect on consumer advocacy than that of brand satisfaction and brand loyalty. In addition to the moderating role of brand loyalty, luxury consumers’ dilemma with consumer advocacy has been discussed in this paper. These findings provide insight into the consumer advocacy for luxury branding academics and practitioners.
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