Consumer advocacy for luxury brands

Shimul, A.; Phau, Ian

doi:10.1016/j.ausmj.2018.05.016

Access Status

Fulltext not available

Authors

Shimul, A.

Phau, Ian

Date

2018

Type

Journal Article

Metadata

Show full item record

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

DOI

10.1016/j.ausmj.2018.05.016

ISSN

1441-3582

School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/71538

Collection

Curtin Research Publications

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.