BRAND PROMINENCE AND STATUS IN LUXURY CONSUMPTION

Luke Butcher, Ian Phau

LanguageENG
URLhttp://db.koreascholar.com/Article/Detail/299192

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Global Fashion Management Conference

2015 Global Fashion Management Conference at Florence (2015.06)
pp.318-323

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

Abstract

This study sets out to examine how status consumption and prominence of brand markings influence consumer’s desire to purchase luxury fashion goods. Significant findings include emotional value’s powerful influence over purchase intention of luxury goods, and the empirical differences observed between two levels of brand prominence.

Keyword

brand marking emotional value brand prominence luxury goods fashion goods

Author

Luke Butcher(Curtin University, Australia)
Ian Phau(Curtin University, Australia)

KOREASCHOLAR

BRAND PROMINENCE AND STATUS IN LUXURY CONSUMPTION