Luxury brand loyalty

What is it about?

This paper examines the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands

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Why is it important?

This study combines two approaches of creation and management of brand (consumer-based and community approaches) to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.