Uniqueness and luxury: A moderated mediation approach
Volume: 60, Pages: 102477 - 102477
Published: May 1, 2021
Abstract
Luxury consumption has become a worldwide phenomenon. Irrespective of consumers’ need for uniqueness being considered as an important psychological factor impacting luxury consumption intention, research seldom investigates the impact of CNFU dimensions on luxury consumption. This study investigates how CNFU dimensions (i.e. creative choice counter-conformity, unpopular choice counter-conformity and avoidance of similarity) drive luxury...
Paper Details
Title
Uniqueness and luxury: A moderated mediation approach
Published Date
May 1, 2021
Volume
60
Pages
102477 - 102477
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