Luxury fashion brand coolness: niche versus mass cool
Purpose – This study aims to analyze the relationship of mass versus niche brand coolness on consumers’ brand loyalty, mediated by attitude toward the brand and moderated by conspicuous consumption; test the moderating role of conspicuous consumption and the mediating role of attitude between mass v...
| Published in: | Spanish Journal of Marketing-ESIC |
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| Main Authors: | , , |
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024-03-01
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| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2023-0086/full/pdf |