Consumer advocacy for luxury brands
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© 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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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 ...
Cheah, Isaac; Phau, Ian; Chong, C.; Shimul, A. (2015)Purpose: The purpose of this paper is to investigate the influence of brand prominence on willingness to buy luxury brands. It also aims to investigate the direct and moderating roles of luxury brand values, social influence ...
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 ...