2021 journal article

Exploring young consumer's decision-making for luxury co-branding combinations

INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT, 49(3), 341–358.

By: Y. Yu n, L. Rothenberg n  & M. Moore n

author keywords: Co-branding; Luxury; Non-luxury; Fashion; Conjoint analysis; Decision-making
Source: Web Of Science
Added: December 11, 2020

PurposeThe purpose of this paper is to identify the realistic trade-offs young consumers make when evaluating luxury co-branding combinations based on signalling theory.