Purpose The luxury experience is a growing and crucial component of luxury marketing.
Experiences inspire consumers to engage with luxury brands. Although several research …

Considering the increased interest in the role that a brand's social media marketing activities
(SMMA) play in providing better experiences, the current study examines associations …

Consumption of luxury brands has been rising significantly, particularly in emerging
economies. While some aspects of luxury consumption may be consistent across cultural …

This study applies experiential value, satisfaction, brand love, brand loyalty, and generation
to identify consumer behavior toward robot baristas providing new non-face-to-face services …

Prior studies have mostly concentrated on consumers' intentions to purchase luxury brands,
and research on luxury consumers' repurchase intentions is limited. In this study, we identify …

The literature examining the influence of augmented reality (AR)-driven experiences on
consumer outcomes in retail is at an emerging stage, with little investigation conducted in …

Drawing on masstige theory, theory of consumption values, and generational cohort theory,
we examine whether product design influences masstige brand passion (MBP). We also …

Based upon the signalling theory and self-congruity theory, this study theorizes and
examines the effect of brand prominence on the purchase intention of luxury goods, with the …

Rising income and the aspirations of the middle-class have resulted in the emergence of a
new category of luxury brands popularly known as “masstige brands”. Researchers have …

Consumers' need for uniqueness (CNFU) has received much attention in identifying
intention for luxury consumption. This study investigates how the interplay of CNFU …