Islam, Tahir; Wang, Ying; Ali, Ahsan; Akhtar, Naeem - In: Journal of Consumer Marketing 39 (2021) 1, pp. 11-28
Purpose: This study aims to examine the roles of face consciousness, materialism and emotions play in sustainable luxury brand consumption (SLBC) among Millennials in a Collective society. Design/methodology/approach: Three experimental design studies using scenario-based methodologies along...