Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

Volume: 28, Issue: 7, Pages: 830 - 848
Published: Nov 18, 2019
Abstract
This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions.,The data collection was done via an online survey of a representative group of Millennials. Data analysis was...
Paper Details
Title
Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands
Published Date
Nov 18, 2019
Volume
28
Issue
7
Pages
830 - 848
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