Investigating brand visibility in luxury consumption
Abstract
In this research, we propose a theoretical framework integrating functional theories of attitudes and consumer motivations in the context of luxury consumption. As such, this research offers a unique perspective into the investigation of brand visibility in luxury consumption. Three experimental studies were conducted involving advertisements for a luxury brand (i.e. Gucci). For each study, respondents were drawn from a Qualtrics opt-in survey...
Paper Details
Title
Investigating brand visibility in luxury consumption
Published Date
Jul 1, 2019
Volume
49
Pages
357 - 370
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Notes
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