... schematicity with brand consciousness and brand nationality. This study mainly considered the millennial consumers as they are the most dynamic and discerning segment when choosing a distinct fashion brand. Design/methodology/approach The study uses a well-structured questionnaire developed and distributed...

...Nikita Sharda; Anil Kumar Bhat Purpose The purpose of this paper is to understand the role of materialism and brand consciousness in determining the luxury consumption among the young Indian consumers. Design/methodology/approach In order to measure materialism, brand consciousness, attitude...

... consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty...