Consumer behavior: Building marketing strategy

New Yorkxxvii, 772 p.: illus.; 25 c

Cunsumer Behavior Building marketing Strategy

778hal.;xxii.;25c

Consumer behavior : building marketing strategy

Data disk [CD]. System requirements: Microsoft Office or equivalent.xxvii, 772 p.; 26 cm

Consumer Behavior Building Marketing Strategy

778.;xxii.;25 c

Consumer Behavior Building Marketing Strategy

Pembelian778 hl

Consumer Behavior; Building Marketing Strategy

xxii 778 ha

The Effect of a Limited-Edition Offer Following Brand Dilution on Consumer Attitudes Toward a Luxury Brand

This research examines the impact of a luxury limited-edition offer in the face of core brand image dilution of a luxury brand. Through utilizing two millennial subgroups (college- vs. post-college age) as research participants in two studies, the findings suggest that in a brand dilution condition, the limited-edition product enhances consumers’ attitudes toward the luxury brand and that these effects are more pronounced for consumers with a higher self-presentation motive. We also find that college-age millennials are more strongly influenced by social influences than post-college age millennials. The implications for academic researchers and luxury brand retail managers are discussed