Consumer advocacy for luxury brands
|dc.identifier.citation||Shimul, A. and Phau, I. 2018. Consumer advocacy for luxury brands. Australasian Marketing Journal. 26 (3): pp. 264-271.|
© 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.
|dc.title||Consumer advocacy for luxury brands|
|dcterms.source.title||Australasian Marketing Journal|
|curtin.department||School of Marketing|
|curtin.accessStatus||Fulltext not available|
|curtin.contributor.orcid||Phau, Ian [0000-0002-0759-6092]|
Files in this item
There are no files associated with this item.