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...

書誌詳細
出版年:	Spanish Journal of Marketing-ESIC
主要な著者:	Sandra Maria Correia Loureiro, Aihoor Aleem, Mike Breazeale
フォーマット:	論文
言語:	英語
出版事項:	Emerald Publishing 2024-03-01
主題:	Luxury fashion Mass cool Niche cool Brand love Conspicuous consumption Brand coolness
オンライン･アクセス:	https://www.emerald.com/insight/content/doi/10.1108/SJME-04-2023-0086/full/pdf

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