The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

This study investigated the relationship between source, receiver, review quality, review sidedness, review consistency, online credible review, reliability, intentionality, and willingness to buy the electric consumers in Vietnam. This study performed structural equation modeling (SEM). A total...

The main purpose of this paper is to investigate how the number, perceived intensity, and frequency of sensory involvement in the consumer-brand relationship, impact brand perception. The research was conducted on a sample of 189 respondents from the Republic of Croatia. To test the hypotheses...

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

Products can be described by different numbers of attributes. But can the mere number of attributes presented across a choice-set influence what type of option people choose? This paper demonstrates that attribute numerosity tends to benefit certain types of options more than others and,...

This research was carried out from the perspective of downward price-based brand extensions with the aim to discover its effects on customer perceptions regarding luxury brands and brand extensions and consequences on buying intention and luxury brand loyalty. The conceptual framework is based...

Understanding older adults’ product consumption behavior is of high importance to consumer and marketing research. Prior studies have mainly focused on older adults’ cognitive decline and compared their behavior to that of younger consumers. A neglected area of research has been older...

The purpose of this study is to investigate the impact of celebrity endorsement on customer purchase intention by using different variables. Celebrity endorsement can be used to improve the marketing campaign as in current environment most brands are advertised by different celebrities known as...

This research investigates how the nature of a product and the magnitude of a donation to charity interact to determine the effectiveness that a charity incentive will have in promoting a product. The results suggest that sensitivity to magnitude in the case of charity incentives (i.e., the size...

While there is ample evidence that consumer attachment varies across luxury and non-luxury brands, there is a lack of research in understanding the predictors, moderators and consequences of luxury brand attachment. This paper aims to develop and test a research model for luxury brand attachment...