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...
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.
