The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets
Kirsten Cowan,
Alena Kostyk
Abstract:PurposeDo luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process.Design/methodology/approachThree experiments on Prolific use a European sample and m… Show more
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