Luxury Brand Charisma
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This research developed a scale to measure luxury brand charisma, by advancing the known research about the specific phenomenon of charisma into a luxury marketing and branding context. The development of the scale demonstrated the advanced use of qualitative and quantitative skills required to successfully conduct the research design, from concept. This research provides significant advancement to the theory and body of knowledge; in addition to the management and strategy decisions of luxury brand managers.
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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 ...
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 ...
Brand extensions: A successful strategy in luxury fashion branding? Assessing consumers’ implicit associationsPhau, Ian; Teah, Min; Hennigs, N.; Wiedmann, K.; Behrens, S.; Klarmann, C.; Carduck, J. (2013)Although the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury ...