Luxury Brands Journal Pdf
Luxury Brands Journal Pdf Download
International Journal of Sport Management, Recreation & Tourism Sports Celebrity Endorsements of Luxury Brands: The Case of Chinese Consumers Lingling Liu1, Petros Parganas2, Simon Chadwick3, Christos Anagnostopoulos4 1. SportsCom Consulting 2. University of Ioannina (Greece) 3. Salford University Manchester (UK) 4. Molde University College (Norway). The results are discussed in the light of the implications for luxury brands and the current analysis of young adult consumers’ consumption behavior toward luxury brands as it pertains to consumer psychology would give further insights for luxury brand managers and communicators. Fashion Marketing and Consumption of Luxury Brands. Edited by Eunju Ko. Receive an update when the latest issues in this journal are published. Sign in to set up alerts. Select article Editorial Board. Full text access Editorial Board Pages ii-iv Download PDF; select article Fashion marketing of luxury brands: Recent research issues.
– The results show that in this market consumers perceive quality as a brand determinant. Further, strong patron status suggests a “snob effect” among respondents, who buy exclusive items in an attempt to distinguish themselves. Hence, rare products indicate respect and prestige among the respondents. Furthermore, this paper defines two sub‐categories, namely “old aristocracy” and “new money”, with the latter more ascendant in the case of a developing market. It also showed that luxury consumers behave similarly worldwide, regardless of economic or social surroundings.