Agonistic Behaviour in Luxury Branding
Access Status
Open access
Authors
Sutrisna, Elaine
Date
2018Supervisor
Min Teah
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Business and Law
School
Marketing
Collection
Abstract
This research extended the theory of agonistic behaviour from the field of biological sciences to consumer behavior, specifically in the context of luxury brands. A theoretical framework was developed, underpinned by the theory of agonistic behavior to examine the effects of perceived competition and perceived scarcity on consumer evaluation across three luxury product categories. The research contributes by developing and validating the theoretical framework using real-life scenarios and marketer-induced scarcity strategies in the luxury branding context.
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