Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons

Volume: 96, Issue: 2, Pages: 203 - 219
Published: Jun 1, 2020
Abstract
To distribute their products, luxury managers are dependent on single- and multi-brand stores; each of them generating approximately half of luxury personal goods revenues. However, both types of stores have specificities that require customized marketing strategies. The purpose of this research is to explore what differentiates single-brand from multi-brand settings. More specifically, we compare consumer decision-making processes in each type...
Paper Details
Title
Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons
Published Date
Jun 1, 2020
Volume
96
Issue
2
Pages
203 - 219
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