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Keywords: Conformity
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Journal Articles
Do luxury brands successfully entice consumers? The role of bandwagon effect
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2017) 34 (4): 498–513.
Published: 10 July 2017
... orientations on their personality traits, such as conformity, need for uniqueness and status consumption, which in turn affect their bandwagon luxury brand consumption. Design/methodology/approach A paper-based survey method is used to collect data from more than 400 Pakistani consumers indulging...
