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Brand Personality, Social Status, and Physical Vanity in Building Luxury Fashion Branded Apps
Abstract
While there have been an increasing number of researches done on branding and consumer behavior especially on brand personality, social status and vanity and its influence on purchase intention, there are little researches that focus on the influence of all these factors collectively on Apps purchase intention. In addition, the fact that the influence of some factors will vary from country to country could not be ignored. This chapter conceptually argues that brand personality, social status, and physical vanity are important in building luxury fashion branded Apps. While brand personality and luxury fashion branded Apps as an internal factor plays an important role in deciphering if it has an influence on an individual's Apps purchase intention for luxury fashion brands; therefore, it is important to look into how external factors have an influence on an individual. The theoretical and future research directions are discussed.
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