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Consumer advocacy for luxury brands

Anwar Sadat Shimul and Ian Phau

Australasian marketing journal, 2018, vol. 26, issue 3, 264-271

Abstract: This paper explores consumer advocacy for luxury brands in relation to brand satisfaction, brand loyalty and luxury brand attachment. Data were collected from an online consumer panel (n = 393) in Australia and were analysed through structural equation modelling. Luxury brand attachment has been found to have a stronger effect on consumer advocacy than that of brand satisfaction and brand loyalty. In addition to the moderating role of brand loyalty, luxury consumers’ dilemma with consumer advocacy has been discussed in this paper. These findings provide insight into the consumer advocacy for luxury branding academics and practitioners.

Keywords: Consumer advocacy; Luxury brand attachment; Brand satisfaction; Brand loyalty; Luxury brand (search for similar items in EconPapers)
Date: 2018
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Handle: RePEc:eee:aumajo:v:26:y:2018:i:3:p:264-271