2023
DOI: 10.56444/mem.v38i1.3268
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Investigating the Causes and Consequences of Brand Attachment of Luxury Fashion Brand: the Role of Gender, Age, and Income

Abstract: <span class="tlid-translation"><span lang="EN-US">In recent years, luxury fashion brands have experienced drastic growth. This study examines how hedonic motivation, self-image congruence, brand experience, and brand attachment are interrelated factors driving the purchase intention of industrial luxury fashion brands. Our research aims to construct a consumer behaviour model to complete the hedonic motivation process, which influences brand attachment and is influenced by demographic factors. The … Show more

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Cited by 16 publications
(14 citation statements)
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“…Information about the company will be a consideration for consumers when deciding whether to use the service. Customer choice depends on brand preferences and consumer purchase intentions (Marsasi & Yuanita, 2023). The company must disseminate company information to potential participants.…”
Section: Brand Imagementioning
confidence: 99%
“…Information about the company will be a consideration for consumers when deciding whether to use the service. Customer choice depends on brand preferences and consumer purchase intentions (Marsasi & Yuanita, 2023). The company must disseminate company information to potential participants.…”
Section: Brand Imagementioning
confidence: 99%
“…A review of the literature on brand addiction reveals that this topic is still largely ignored in Iran, which adds to the originality and value of the present research, which focuses on brand addiction as an emerging, interdisciplinary concept and its role in encouraging consumers to repurchase luxury products. Moreover, Marsasi and Yuanita (2023) claimed that developing specific marketing strategies for promoting luxury brands and influencing consumer purchasing intentions is essential.…”
Section: Theoretical Backgroundmentioning
confidence: 99%
“…The reason why the researcher chose the Gen Z subject is that their age supports/ the majority of students/ students who can find out about CSR activities carried out in the research process carried out. Research by Marsasi & Yuanita (2023) expIains that the young age towards aduIthood currentIy experienced by Generation Z does affect the habits and emotions of consuming a product. Age and severaI other demographic factors aIso influence a person's consumption behavior.…”
Section: Introductionmentioning
confidence: 99%