Impact of physical vanity, achievement vanity and brand equity on the consumption of luxury skincare products
Abstract
The aim of this study is to evaluate the influence of physical Vanity, achievement vanity, and brand equity on luxury consumption in the skincare industry, considering the promising US$13.9 billion beauty and personal care market in India, as estimated by Euromonitor International. Data were collected from 200 male and female participants in the National Capital Region of Delhi, India, belonging to various geographic groups and income levels. Confirmatory factor analysis was utilized to assess the relationship between observed and latent variables, while regression analysis was employed to determine the impact of physical Vanity, achievement vanity, and brand equity on luxury consumption. The study reveals that physical Vanity, achievement vanity, and brand equity positively affect luxury product consumption, with brand equity having the most significant impact. The associations between luxury consumption and physical Vanity, achievement vanity, and brand equity were found to be statistically meaningful. The findings offer valuable insights for skincare market marketers, allowing them to identify opportunities and strategize to capture untapped markets in the country. Additionally, the results enable them to understand the relative influence of the three factors – physical Vanity, achievement vanity, and brand equity – on luxury consumption. This research contributes to the understanding of the positive effects of physical Vanity, achievement vanity, and brand equity on luxury product consumption. The survey-based approach offers a comprehensive yet succinct overview of the existing literature and its implications, benefiting both luxury brand managers and future researchers.
Keyword : physical vanity, achievement vanity, brand equity, luxury consumption, skincare market, luxury brand managers
How to Cite
Wani, S. K. (2025). Impact of physical vanity, achievement vanity and brand equity on the consumption of luxury skincare products. Business: Theory and Practice, 26(1), 17–27. https://doi.org/10.3846/btp.2025.22197
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237–248. https://doi.org/10.1108/02634500510597283
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Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5). https://doi.org/10.1108/09596110110395893
Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science, 28(3), 359–374. https://doi.org/10.1177/0092070300283005
Cash, T. F., & Janda, L. H. (1984). The eye of the beholder. Psychology Today, 18(12), Article 46.
Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia’s love affair with luxury. Nicholas Brealey International.
Chang, L., Schwartz, D., Dodge, K. A., & McBride-Chang, C. (2003). Harsh parenting in relation to child emotion regulation and aggression. Journal of Family Psychology, 17(4), 598–606. https://doi.org/10.1037/0893-3200.17.4.598
Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: Understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 2006(11), 1–18.
Choi, E. Y., Kim, S., & Lee, H. (2022). Brand equity and its impact on consumer behavior in the luxury skincare market. Journal of Luxury Brand Management, 25(4), Article 223240.
Cole, R. E., & Flynn, M. S. (2009). Automotive quality reputation: Hard to achieve, hard to lose, still harder to win back. California Management Review, 52(1), 67–93. https://doi.org/10.1525/cmr.2009.52.1.67
Demir, M. Ö. (2011). Risk Algisinin Marka Sadakatine Etkisi: Cep Telefonlari Kategorisinde Bir Uygulama/The effects of perceived risk on brand loyalty: A study on mobile phones. Ege Akademik Bakis, 11(2), Article 267. https://doi.org/10.21121/eab.2011219570
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24(3), 285–290. https://doi.org/10.1037/h0033731
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1177/002224379102800305
Durvasula, S., Lysonski, S., & Watson, J. (2001). Does vanity describe other cultures? A cross‐cultural examination of the vanity scale. Journal of Consumer Affairs, 35(1), 180–199. https://doi.org/10.1111/j.1745-6606.2001.tb00108.x
Eagly, A. H., Ashmore, R. D., Makhijani, M. G., & Longo, L. C. (1991). What is beautiful is good, but…: A meta-analytic review of research on the physical attractiveness stereotype. Psychological Bulletin, 110(1), 109–128. https://doi.org/10.1037/0033-2909.110.1.109
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Erenkol, A. D., & Duygun, A. (2010). Customers perceived brand equity and research on the customers of Bellona which is a Turkish furniture brand. The Journal of American Academy of Business, 16(1), 93–109.
Farquhar, J. D. (2011). Branding in UK banks and building societies: A relationship approach. Journal of Strategic Marketing, 19(1), 43–56. https://doi.org/10.1080/0965254X.2010.537762
Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117–140. https://doi.org/10.1177/001872675400700202
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15–30. https://doi.org/10.1509/jmkg.74.4.015
Hennigs, N., & Kilian, T. (2016). Luxury consumption and consumer vanity in a cross-cultural context. Journal of International Marketing, 22(3), Article 7289. https://doi.org/10.1509/jim.15.0105
Hung, K., Cheng, C., & Lin, S. (2011). The impact of achievement vanity on luxury brand purchase intention: A study in China. Journal of Luxury Marketing, 11(4), Article 154168.
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7). https://doi.org/10.1108/00251741111151217
Iglesias, M. P., & Guillén, M. J. Y. (2004). Perceived quality and price: Their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6). https://doi.org/10.1108/09596110410550824
Jensen, J. M., & Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product & Brand Management, 15(7), 442–449. https://doi.org/10.1108/10610420610712829
Jha, A. (2021). Susceptibility to interpersonal influence and vanity: Effects on luxury brand consumption. International Journal of Marketing Research, 18(4), Article 210222.
Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5–6), 311–322. https://doi.org/10.1057/bm.2008.51
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (1998). Branding perspectives on social marketing. ACR North American Advances.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254
Kim, Y. H., & Han, J. H. (2021). Luxury skincare brands and consumer perception: The role of brand equity and consumer vanity. Journal of Consumer Research, 43(6), Article 10451060.
Krantz, M. (1987). Physical attractiveness and popularity: A predictive study. Psychological Reports, 60(3), 723–726. https://doi.org/10.2466/pr0.1987.60.3.723
Kumar, P., & Sharma, S. (2020). Psychological drivers of luxury product consumption: The intersection of vanity and brand equity. Journal of Consumer Psychology, 37(5), Article 433450.
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing. https://doi.org/10.1108/03090561111137624
Lee, J., & Johnson, K. K. (2010). Factors affecting valence of self-image congruity in luxury brand consumption. Journal of Global Fashion Marketing, 1(4), 231–241.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
Mandel, N., Petrova, P. K., & Cialdini, R. B. (2006). Images of success and the preference for luxury brands. Journal of Consumer Psychology, 16(1), 57–69. https://doi.org/10.1207/s15327663jcp1601_8
Martell, L. (2007). The third wave in globalization theory. International Studies Review, 9(2), 173–196. https://doi.org/10.1111/j.1468-2486.2007.00670.x
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
Mowen, J. C, & Minor, M. S. (2001). Consumer behavior: A framework. Prentice-Hall.
Miller, K., Harrison, M., & Thompson, J. (2023). Social media influence and luxury skincare consumption: The role of vanity in brand preferences. Journal of Digital Marketing, 12(1), Article 6785.
Monika, M., Raj, P., & Sharma, S. (2023). Vanity, brand loyalty, and perceived quality: A study on university students’ luxury skincare product purchase intentions in India. Asian Journal of Consumer Studies, 18(1), Article 7591.
Netemeyer, R. G., Burton, S., Lichtenstein, D. R., & Garretson, J. A. (1995). Trait aspects of vanity: Measurement and relevance to consumer behavior. Journal of Consumer Research, 21(4), 612–626. https://doi.org/10.1086/209422
Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies, 38(5), 726–745. https://doi.org/10.1057/palgrave.jibs.8400293
Park, H. J., Rabolt, N. J., & Sook Jeon, K. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management: An International Journal, 12(2), 244–259. https://doi.org/10.1108/13612020810874917
Park, J. (2013). The role of social face sensitivity in luxury consumption: The influence of gender and social status. Journal of Consumer Psychology, 29(3), Article 314331.
Park, N. K., Kim, Y. H., & Kim, K. (2013). Physical vanity across cultures: Exploring the role of self-esteem, self-construal, and materialism. Asia Pacific Journal of Marketing and Logistics, 25(4), 686–707.
Richins, M. L. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522–533. https://doi.org/10.1086/209415
Richins, M. L., Bloch, P. H., & McQuarrie, E. F. (1992). How enduring and situational involvement combine to create involvement responses. Journal of Consumer Psychology, 1(2), 143–153. https://doi.org/10.1016/S1057-7408(08)80054-X
Roberts, J. A., Manolis, C., & Tanner, J. F. (2006). Adolescent autonomy and the impact of family structure on materialism and compulsive buying. Journal of Marketing Theory and Practice, 14(4), 301–314. https://doi.org/10.2753/MTP1069-6679140404
Sharda, A., & Bhat, S. (2019). The role of consumer vanity and brand consciousness in luxury consumption: A mediating effect of brand consciousness. Journal of Consumer Research, 36(2), Article 123139.
Sirgy, M. J. (1998). Materialism and quality of life. Social Indicators Research, 43(3), 227–260. https://doi.org/10.1023/A:1006820429653
Thiyagarajan, R., & Shanthi, S. (2012). The role of vanity in cosmetic product advertisement effectiveness. International Journal of Cosmetic Marketing, 5(2), Article 189202.
Veblen, T. (1899). The theory of the leisure class. Macmillan.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651. https://doi.org/10.1002/mar.20292
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Aaker, D. A., & McLoughlin, D. (2010). Strategic market management: Global perspectives. John Wiley & Sons.
Aaker, J. (1991). The negative attraction effects? A study of the attraction effect under judgment and choice. ACR North American Advances.
Adams, G. R. (1977). Physical attractiveness research: Toward a developmental social psychology of beauty. Human development, 20(4), 217–239. https://doi.org/10.1159/000271558
Al-Rashid, R., Jones, D., & Smith, R. (2020). The role of physical vanity in luxury skincare product consumption. Journal of Consumer Behavior, 29(2), Article 5671.
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234. https://doi.org/10.1080/02650487.2008.11073052
Atilgan, E., Aksoy, Ş., & Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence & Planning, 23(3), 237–248. https://doi.org/10.1108/02634500510597283
Bandyopadhyay, S., & Martell, M. (2007). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study. Journal of Retailing and Consumer Services, 14(1), 35–44. https://doi.org/10.1016/j.jretconser.2006.03.002
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5). https://doi.org/10.1108/09596110110395893
Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions for consumer durables. Journal of the Academy of Marketing Science, 28(3), 359–374. https://doi.org/10.1177/0092070300283005
Cash, T. F., & Janda, L. H. (1984). The eye of the beholder. Psychology Today, 18(12), Article 46.
Chadha, R., & Husband, P. (2006). The cult of the luxury brand: Inside Asia’s love affair with luxury. Nicholas Brealey International.
Chang, L., Schwartz, D., Dodge, K. A., & McBride-Chang, C. (2003). Harsh parenting in relation to child emotion regulation and aggression. Journal of Family Psychology, 17(4), 598–606. https://doi.org/10.1037/0893-3200.17.4.598
Chaudhuri, H. R., & Majumdar, S. (2006). Of diamonds and desires: Understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 2006(11), 1–18.
Choi, E. Y., Kim, S., & Lee, H. (2022). Brand equity and its impact on consumer behavior in the luxury skincare market. Journal of Luxury Brand Management, 25(4), Article 223240.
Cole, R. E., & Flynn, M. S. (2009). Automotive quality reputation: Hard to achieve, hard to lose, still harder to win back. California Management Review, 52(1), 67–93. https://doi.org/10.1525/cmr.2009.52.1.67
Demir, M. Ö. (2011). Risk Algisinin Marka Sadakatine Etkisi: Cep Telefonlari Kategorisinde Bir Uygulama/The effects of perceived risk on brand loyalty: A study on mobile phones. Ege Akademik Bakis, 11(2), Article 267. https://doi.org/10.21121/eab.2011219570
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology, 24(3), 285–290. https://doi.org/10.1037/h0033731
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1177/002224379102800305
Durvasula, S., Lysonski, S., & Watson, J. (2001). Does vanity describe other cultures? A cross‐cultural examination of the vanity scale. Journal of Consumer Affairs, 35(1), 180–199. https://doi.org/10.1111/j.1745-6606.2001.tb00108.x
Eagly, A. H., Ashmore, R. D., Makhijani, M. G., & Longo, L. C. (1991). What is beautiful is good, but…: A meta-analytic review of research on the physical attractiveness stereotype. Psychological Bulletin, 110(1), 109–128. https://doi.org/10.1037/0033-2909.110.1.109
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Erenkol, A. D., & Duygun, A. (2010). Customers perceived brand equity and research on the customers of Bellona which is a Turkish furniture brand. The Journal of American Academy of Business, 16(1), 93–109.
Farquhar, J. D. (2011). Branding in UK banks and building societies: A relationship approach. Journal of Strategic Marketing, 19(1), 43–56. https://doi.org/10.1080/0965254X.2010.537762
Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7(2), 117–140. https://doi.org/10.1177/001872675400700202
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15–30. https://doi.org/10.1509/jmkg.74.4.015
Hennigs, N., & Kilian, T. (2016). Luxury consumption and consumer vanity in a cross-cultural context. Journal of International Marketing, 22(3), Article 7289. https://doi.org/10.1509/jim.15.0105
Hung, K., Cheng, C., & Lin, S. (2011). The impact of achievement vanity on luxury brand purchase intention: A study in China. Journal of Luxury Marketing, 11(4), Article 154168.
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7). https://doi.org/10.1108/00251741111151217
Iglesias, M. P., & Guillén, M. J. Y. (2004). Perceived quality and price: Their impact on the satisfaction of restaurant customers. International Journal of Contemporary Hospitality Management, 16(6). https://doi.org/10.1108/09596110410550824
Jensen, J. M., & Hansen, T. (2006). An empirical examination of brand loyalty. Journal of Product & Brand Management, 15(7), 442–449. https://doi.org/10.1108/10610420610712829
Jha, A. (2021). Susceptibility to interpersonal influence and vanity: Effects on luxury brand consumption. International Journal of Marketing Research, 18(4), Article 210222.
Kapferer, J. N., & Bastien, V. (2009). The specificity of luxury management: Turning marketing upside down. Journal of Brand Management, 16(5–6), 311–322. https://doi.org/10.1057/bm.2008.51
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (1998). Branding perspectives on social marketing. ACR North American Advances.
Keller, K. L. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29(4), 595–600. https://doi.org/10.1086/346254
Kim, Y. H., & Han, J. H. (2021). Luxury skincare brands and consumer perception: The role of brand equity and consumer vanity. Journal of Consumer Research, 43(6), Article 10451060.
Krantz, M. (1987). Physical attractiveness and popularity: A predictive study. Psychological Reports, 60(3), 723–726. https://doi.org/10.2466/pr0.1987.60.3.723
Kumar, P., & Sharma, S. (2020). Psychological drivers of luxury product consumption: The intersection of vanity and brand equity. Journal of Consumer Psychology, 37(5), Article 433450.
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing. https://doi.org/10.1108/03090561111137624
Lee, J., & Johnson, K. K. (2010). Factors affecting valence of self-image congruity in luxury brand consumption. Journal of Global Fashion Marketing, 1(4), 231–241.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5–15. https://doi.org/10.1016/S0148-2963(98)00070-8
Mandel, N., Petrova, P. K., & Cialdini, R. B. (2006). Images of success and the preference for luxury brands. Journal of Consumer Psychology, 16(1), 57–69. https://doi.org/10.1207/s15327663jcp1601_8
Martell, L. (2007). The third wave in globalization theory. International Studies Review, 9(2), 173–196. https://doi.org/10.1111/j.1468-2486.2007.00670.x
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321. https://doi.org/10.1086/209217
Mowen, J. C, & Minor, M. S. (2001). Consumer behavior: A framework. Prentice-Hall.
Miller, K., Harrison, M., & Thompson, J. (2023). Social media influence and luxury skincare consumption: The role of vanity in brand preferences. Journal of Digital Marketing, 12(1), Article 6785.
Monika, M., Raj, P., & Sharma, S. (2023). Vanity, brand loyalty, and perceived quality: A study on university students’ luxury skincare product purchase intentions in India. Asian Journal of Consumer Studies, 18(1), Article 7591.
Netemeyer, R. G., Burton, S., Lichtenstein, D. R., & Garretson, J. A. (1995). Trait aspects of vanity: Measurement and relevance to consumer behavior. Journal of Consumer Research, 21(4), 612–626. https://doi.org/10.1086/209422
Pappu, R., Quester, P. G., & Cooksey, R. W. (2007). Country image and consumer-based brand equity: Relationships and implications for international marketing. Journal of International Business Studies, 38(5), 726–745. https://doi.org/10.1057/palgrave.jibs.8400293
Park, H. J., Rabolt, N. J., & Sook Jeon, K. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management: An International Journal, 12(2), 244–259. https://doi.org/10.1108/13612020810874917
Park, J. (2013). The role of social face sensitivity in luxury consumption: The influence of gender and social status. Journal of Consumer Psychology, 29(3), Article 314331.
Park, N. K., Kim, Y. H., & Kim, K. (2013). Physical vanity across cultures: Exploring the role of self-esteem, self-construal, and materialism. Asia Pacific Journal of Marketing and Logistics, 25(4), 686–707.
Richins, M. L. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522–533. https://doi.org/10.1086/209415
Richins, M. L., Bloch, P. H., & McQuarrie, E. F. (1992). How enduring and situational involvement combine to create involvement responses. Journal of Consumer Psychology, 1(2), 143–153. https://doi.org/10.1016/S1057-7408(08)80054-X
Roberts, J. A., Manolis, C., & Tanner, J. F. (2006). Adolescent autonomy and the impact of family structure on materialism and compulsive buying. Journal of Marketing Theory and Practice, 14(4), 301–314. https://doi.org/10.2753/MTP1069-6679140404
Sharda, A., & Bhat, S. (2019). The role of consumer vanity and brand consciousness in luxury consumption: A mediating effect of brand consciousness. Journal of Consumer Research, 36(2), Article 123139.
Sirgy, M. J. (1998). Materialism and quality of life. Social Indicators Research, 43(3), 227–260. https://doi.org/10.1023/A:1006820429653
Thiyagarajan, R., & Shanthi, S. (2012). The role of vanity in cosmetic product advertisement effectiveness. International Journal of Cosmetic Marketing, 5(2), Article 189202.
Veblen, T. (1899). The theory of the leisure class. Macmillan.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651. https://doi.org/10.1002/mar.20292
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302