Consumer advocacy for luxury brands
Fulltext not available
MetadataShow full item record
Shimul, A. and Phau, I. 2018. Consumer advocacy for luxury brands. Australasian Marketing Journal. 26 (3): pp. 264-271.
Australasian Marketing Journal
School of Marketing
© 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.
Showing items related by title, author, creator and subject.
Shimul, Anwar Sadat ; Phau, Ian (2022)Although there is ample evidence that consumer attachment varies across luxury and non-luxury brands, there is a lack of research in understanding the predictors, moderators and consequences of luxury brand attachment ...
Shimul, Anwar Sadat ; Phau, Ian ; Lwin, M. (2019)© 2019, Springer Nature Limited. This paper aims to conceptualise consumer’s luxury brand attachment by developing and validating a psychometric scale through five studies. Study 1 generates and selects potential scale ...
Roy, Rajat; Rabbanee, Fazlul (2015)Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and ...