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    Binomial Identity of Luxury Brands: The Role of Consumer Situational Scepticism

    Teah JH 2022 Public 2years.pdf (2.325Mb)
    Access Status
    Open access
    Authors
    Teah, Jun-Huan (Kevin)
    Date
    2022
    Supervisor
    Ian Phau
    Billy Sung
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/89059
    Collection
    • Curtin Theses
    Abstract

    The purpose of this study is to examine how perceived corporate social responsibility (CSR) motives may influence consumer situational scepticism towards luxury brands and its effects on brand resonance, resilience to negative information and consumer advocacy of luxury brands. The moderating role of perceived fit, commitment, and principle-based entities towards luxury brand CSR initiatives is also investigated.

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