Impact of personal orientation on luxury-brand purchase value: an international investigation

As marketing-related literature shows, luxury-brand marketing to the segment of personally oriented consumers has not been investigated to a full extent, rendering it difficult to base marketing strategies on empirically verified principles to improve purchase value for this segment of consumers.
  

Impact of Personal Orientation on Luxury-brand Purchase Value

An International Investigation

Shu-pei TsaiShih Hsin University in Taiwan

INTRODUCTION

In earlier days, luxury brands were the preserve of the privileged few, but now they have become...