How consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury brands visually shout versus whisper
Year of publication: |
March 2018
|
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Authors: | Kauppinen-Räisänen, Hannele ; Björk, Peter ; Lönnström, Alexandra ; Jauffret, Marie-Nathalie |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 84.2018, p. 72-81
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Subject: | Brand prominence | Luxury brands | Need for uniqueness | Self-expression | Self-monitoring | Self-presentation | Luxusgüter | Luxury goods | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Persönlichkeitspsychologie | Personality psychology |
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