Consumption of luxury brands has been rising significantly, particularly in emerging
economies. While some aspects of luxury consumption may be consistent across cultural …

The aim of this study to investigate factors affecting luxury consumers' webrooming intention
using a moderated mediation framework. The study also investigates the mediating effects of …

Purpose Although Generation Y consumers contribute significantly to the luxury market, still
there is a limited amount of research conducted to explain their luxury consumption …

Recently, the trend of sharing economy has gained popularity in fashion, particularly among
millennials. Few studies in the past have focused on sharing economy in the clothing …

Purpose Conventionally, consumers perceive luxury products as a means of displaying their
wealth and prosperity. Consumption of luxury products has usually been considered the …

The sharing economy (SE) is a nascent phenomenon representing a socio-economic
process to optimise underutilised resources through digital platforms. This process facilitates …

This study investigates how the endorsements of Internet celebrities (ICs) may drive
consumer trust in their marketing campaigns, and subsequently affect impulse buying in …

This study is an attempt to advance the theory of masstige marketing by conceptualizing the
masstige buying behavior. The masstige theory is in the infancy stage, with little …

Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …

Young consumers contribute significantly to the growth of luxury consumption worldwide,
particularly in the new‐luxury category. Studies addressing personality conditions that …