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Do prototypical brands have an advantage over me-too brands in mature marketplace?

Quintal, Vanessa; Phau, Ian - In: Journal of international consumer marketing 25 (2013) 5, pp. 305-318

Persistent link: https://www.econbiz.de/10010210571

Applying consumer-based brand equity in luxury hotel branding

Liu, Matthew Tingchi; Wong, IpKin Anthony; Tseng, … - In: Journal of business research : JBR 81 (2017), pp. 192-202

Persistent link: https://www.econbiz.de/10011771690

How young adult consumers evaluate diffusion brands : effects of brand loyalty and status consumption

Phau, Ian; Cheong, Edith - In: Journal of international consumer marketing 21 (2009) 2, pp. 109-123

Persistent link: https://www.econbiz.de/10003890723

Effects of "owned by" versus "made in" for willingness to buy Australian brands

Cheah, Isaac; Phau, Ian - In: Marketing intelligence & planning 33 (2015) 3, pp. 444-468

Persistent link: https://www.econbiz.de/10011298758

Idol attachment and human brand loyalty

Huang, Yu-an; Lin, Chad; Phau, Ian - In: European journal of marketing : EJM 49 (2015) 7/8, pp. 1234-1255

Persistent link: https://www.econbiz.de/10011338789

Examining consumer risk perceptions of prototypical brands versus me-too brands

Quintal, Vanessa; Phau, Ian - In: Journal of promotion management : JPM 20 (2014) 2, pp. 115-135

Persistent link: https://www.econbiz.de/10010373183

Brand personality as a direct cause of brand extension success : does self-monitoring matter?

Ferguson, Graham; Lau, Kong Cheen; Phau, Ian - In: The journal of consumer marketing 33 (2016) 5, pp. 343-353

Persistent link: https://www.econbiz.de/10011553721

Factors influencing generation Y's purchase intentions of prototypical versus me-too brands

Quintal, Vanessa; Phau, Ian; Sims, Daniel; Cheah, Isaac - In: Journal of retailing and consumer services 30 (2016), pp. 175-183

Persistent link: https://www.econbiz.de/10011473186

Antecedents and outcomes of brand prominence on willingness to buy luxury brands

Cheah, Isaac; Phau, Ian; Chong, Calvin; Shimul, Anwar Sadat - In: Journal of fashion marketing and management 19 (2015) 4, pp. 402-415

Persistent link: https://www.econbiz.de/10011502882

Conceptualising Luxury Brand Attachment : Scale Development and Validation

Shimul, Anwar Sadat - 2020

This paper aims to conceptualise consumer's luxury brand attachment by developing and validating a psychometric scale through 5 studies. Study 1 generates and selects potential scale items through literature review, thesaurus search and expert surveys. Study 2 reduces the items and assesses the...

Persistent link: https://www.econbiz.de/10012837896

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