... exhibitions and festivals in major cities of India. A sample of n = 342 luxury consumers was analysed using structural equation modelling. Findings The findings support that brand consciousness is mediating the relationship between consumer vanity and luxury consumption. Luxury consumers...

... in relation to trust, such that Michaelis et al. (2008) find that reputation affects trust, whereas Walsh et al. (2009b) find support for the reverse effect. Figure 1 Conceptual model Commitment Trust Moderation Mediation Perceived risk Customer-based corporate...