Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption
Abstract
Purpose This paper aims to examine the relationships among two distinct yet interconnected forms of value orientations, namely, terminal and instrumental values, brand consciousness and behavioral intentions. This study validated the conceptual model for branded fashion apparel consumption in an emerging market, e.g. India. Design/methodology/approach The research design followed a two-step approach to test the measurement and structural models...
Paper Details
Title
Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption
Published Date
May 29, 2020
Volume
30
Issue
4
Pages
513 - 531
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