Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention
Based upon the signalling theory and self-congruity theory, this study theorizes and examines the effect of brand prominence on the purchase intention of luxury goods, with the mediating role of self-congruence and value-for-money perception. Furthermore, it explores the moderating effect of power d...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/97461/1/ABSTRACT.pdf |