The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
The ever-increasing prominence of social media platforms demonstrates the level of
engagement of Indian luxury consumers. This study aims to determine the influence of social …
engagement of Indian luxury consumers. This study aims to determine the influence of social …
Googling fashion: forecasting fashion consumer behaviour using google trends
This paper aims to discuss the current state of Google Trends as a useful tool for fashion
consumer analytics, show the importance of being able to forecast fashion consumer trends …
consumer analytics, show the importance of being able to forecast fashion consumer trends …
'Co-branding as a masstige strategy for luxury brands: Desirable or not?
MT Xue, R Chawdhary - Journal of Business Research, 2023 - Elsevier
Co-branding is a popular brand leveraging strategy, widely regarded as beneficial to allied
brands. Despite its popularity in practice, there is a paucity of research on co-branding …
brands. Despite its popularity in practice, there is a paucity of research on co-branding …
The manifestation of luxury value dimensions in brand engagement in self-concept
This research investigates what consumers in democratized luxury markets value when
purchasing luxury items. Nonetheless, these consumers have a limited budget and can not …
purchasing luxury items. Nonetheless, these consumers have a limited budget and can not …
Service delivery and branding management in digital platforms: innovation through brand extension
Purpose. Resources and experiences may give platform owners an advantage to expand
their business to new areas of possible growth. However, can the winner take it all? Or is the …
their business to new areas of possible growth. However, can the winner take it all? Or is the …
Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions
This research aims to test the power of brand attribute associations and emotional consumer-
brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while …
brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while …
Channel depth or consistency? A study on establishing a sustainable omnichannel strategy for fashion department store retailers
In recent years, fashion department stores have struggled to sustain their foothold in the
competitive market due to changing consumer behavior as well as technological …
competitive market due to changing consumer behavior as well as technological …
[HTML][HTML] Downward price-based luxury brand line extension: effects on premium luxury buyer's perception and consequences on buying intention and brand loyalty
M Royo-Vela, MP Sánchez - European Research on Management and …, 2022 - Elsevier
This research was carried out from the perspective of downward price-based brand
extensions with the aim to discover its effects on customer perceptions regarding luxury …
extensions with the aim to discover its effects on customer perceptions regarding luxury …
[HTML][HTML] Key antecedents of brand equity in heritage brand extensions: the moderating role of tourist heritage experience
MB Prados-Peña, S Del Barrio-García - European Research on …, 2021 - Elsevier
This study examines how the degree of fit between the brand extension and the parent
brand, in the case of heritage sites, affects the extension's brand equity-formation …
brand, in the case of heritage sites, affects the extension's brand equity-formation …
How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis
MB Prados-Peña, S Del Barrio-García - Tourism Management Perspectives, 2020 - Elsevier
Firms with high brand equity often employ the strategy of brand extension to place new
products on the market. Very few studies have analyzed brand extensions in the cultural …
products on the market. Very few studies have analyzed brand extensions in the cultural …