Seifert, Christin; Cui, Tianyu; Chattaraman, Veena - In: Journal of Fashion Marketing and Management: An … 23 (2019) 2, pp. 176-192
Purpose: The purpose of this paper is to examine the effect of brand design consistency (BDC) on consumers’ aesthetic judgment and purchase intention; and whether this effect of BDC is moderated by a brand’s luxury status. Design/methodology/approach: A mixed-factorial experimental design...