favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an … emerging market, as an initial step toward a more developed theory of brand literacy …

impact on consumers' perceptions of psychological ownership, brand trust and brand attitude. Notably, the customer …'s psychological ownership, brand trust, and brand attitude significantly mediate celebrity endorsement and luxury brand purchase …, brand trust, and brand attitude) that can significantly enhance customer's confidence and purchase intentions of luxury …