000			02054nam a22002537a 4500
003			OSt
005			20251104133557.0
008			250910b |||||||| |||| 00| 0 eng d
020			_a0742-6046
040			_aEnglish _ctbs
041			_aEnglish
100			_aPham, Mélanie _926418
245			_aLuxury brand desirability and fashion equity _b: The joint moderating effect on consumers' commitment toward luxury brands _c/ Mélanie Pham, Pierre Valette‐Florence, Franck Vigneron
260			_bPsychology & Marketing _c2018
362			_aPsychology & Marketing. Dec2018, Vol. 35 Issue 12, p902-912. 11p. 4 Diagrams, 1 Chart
520			_aIn marketing research, the term "fashion" has been shown to have a double meaning. It is mostly used as a synonym of apparel brands, and rarely as a concept defining the degree of a brand's fashionability. Therefore, fashion equity is proposed as a new and complementary approach to brand equity, to help marketers strengthen their strategies. By conducting three qualitative and two quantitative surveys on apparel brands and luxury apparel brands, this study develops and empirically confirms a conceptual model built around the influence of luxury apparel's brand equity on consumers' commitment. It also evaluates the moderating effects of fashion equity and luxury brand desirability on this relationship, as well as their implications for commitment. Overall, the results add to the existing body of literature surrounding brand equity, focusing for the first time on the joint catalyst effect of fashion equity and luxury desirability in regard to the influence of brand equity on consumers' commitment to luxury fashion brands.
653			_aBrand desirability
653			_aFashion equity
653			_aLuxury brands
700			_aValette‐Florence, Pierre _926419
700			_aVigneron, Franck _926420
856			_uhttps://bibliotheque.tbs-education.fr/Default/doc/bth/132874113/luxury-brand-desirability-and-fashion-equity-the-joint-moderating-effect-on-consumers-commitment-tow
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999			_c5142 _d5142