... physical products. Moreover, although NFTs may help broaden luxury fashion brands in design and collections which physical products cannot achieve (Kirjavainen, 2022), consumers remain skeptical of their value, as traditional luxury buyers tend to prioritize tangible qualities like craftsmanship and high...

... international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury...

... the mediating effect of brand jealousy in the relationship between brand love and brand hate among luxury fashion brand consumers. Also how value expressiveness moderates the relationship between brand hate and negative word of mouth (NWOM) is examined. Design/methodology/approach The study is based...

...Munyaradzi W. Nyadzayo; Lester W. Johnson; Monica Rossi Purpose To understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities...