Abstract:Purpose:The present study was designed to determine whether brand engagement in selfconcept was a function of materialistic values (social recognition, appealing appearance, financial success, defining success, acquisition centrality, pursuit of happiness) among Thai consumers of luxury goods. Design/Methodology/Approach: The participants were selected using multistage sampling on the basis of their shopping experience for luxury items. Multiple linear regression analysis was conducted to evaluate the best lin… Show more
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