本研究以奢侈品產業為例，針對品牌年輕化對既有顧客品牌態度和年輕顧客
的品牌偏好影響分別進行討論。將既有顧客按照奢侈品價值和定義的不同進行分
組，並觀察組內是否對於奢品年輕化有著類似的想法，最後也將討論延伸至品牌
核心價值是否對於年輕化成功與否有所關聯。另一方面，本研究探討奢侈品牌年
輕化策略是否對於年輕人而言是能增進品牌偏好的，進而增加購買意願，接下來
試驗從眾效應對於購買意願是否有所影響。
以奢侈品牌近年來的年輕化個案作為案例，在既有顧客奢侈品價值的問卷中 共收回了 121 份有效問卷，並使用集群分析將既有顧客分為四類。從中挑選 15 位 進行深入訪談得出奢侈品年輕化對於品牌態度會有影響，在分析後驗證既有顧客 分組組內對於品牌態度沒有共同性，另一方面年輕化有符合品牌核心價值對於品 牌態度有正面影響。
同樣以奢侈品牌近年來的年輕化個案作為案例，分析年輕人的品牌偏好是否 受年輕化策略影響，本研究共收回了 236 份有效問卷，並採用用迴歸分析、 ANOVA 分析導出年輕化策略對於年輕顧客有正向影響，但影響幅度甚小，從眾 效應也會正向的影響購買意願。

The purpose of the study is to investigate how luxury rebranding strategies effect on brand attitude of existing customers as well as brand preference of young consumer. On the one hand, The study group existing customers according to how they define the value of luxury, and observed if the people in the same group share the same opinion on luxury rebranding strategies afterwards. Moreover, the study will extend the discussion to the correlation between the success of rebranding and core value. On the other hand, the thesis investigates whether luxury rebranding strategies can increase brand preferences and enhance purchase intention of youngsters. Furthermore, the study will examine if bandwagon effect impacts on the purchase intention.
Take the recent luxury rebranding case as an example, the thesis collects 121 valid questionnaires of existing customers and divided them into four groups by K- means clustering. The paper will select 15 interviewees to conduct in-depth interview which focus on the effect of luxury rebranding on brand attitude. After analyzing, it is examined that cluster of existing customers is not related to brand attitude toward rebranding. Besides, if the core value of the brand have been consistently presented to customers, brand attitude will be positively affected.
The paper also investigates if the brand preference of young consumers being affected by rebranding strategies. We collects 256 valid questionnaires and analyses them by regression analysis and ANOVA which shows that luxury rebranding can increase brand preference insignificantly. Moreover, bandwagon effect will positively affect purchase intention.

論文審訂書 I
謝辭 II
中文摘要 IV
英文摘要 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 4
第一章 文獻探討 5
第一節 奢侈品 5
第二節 品牌年輕化 7
第三節 既有顧客 8
第四節 年輕消費者 10
第五節 品牌態度 12
第六節 品牌偏好 13
第七節 從眾效應 15
第二章 研究方法 16
第一節 研究架構 16
第二節 研究假說 18
第三節 研究變項定義與測量 19
第四節 資料搜集 26
第三章 研究結果 29
第一節 既有顧客問卷資料與分析 29
第二節 既有顧客深度訪談 35
第三節 年輕顧客問卷資料與分析 47
第四節 假說驗證 63
第四章 研究結論與建議 64
第一節 研究結論 64
第二節 研究貢獻 69
第三節 研究限制 71
第五章 參考文獻 72
附錄一-奢侈品年輕化個案（男性） 83
附錄二-奢侈品年輕化個案（女性） 105

孫在國（2005）。論品牌核心價值的塑造。商業時代，第17期 44-45,49。
Abe, K. (2018). Millennials inject new vigor into China’s luxury market. Nikkei Asian
Review.
Atsmon, Y., Dixit, V., & Wu, C. (2011). Tapping China’s luxury-goods market. McKinsey Quarterly
Arvidsson, A. (2005). Brands: A critical perspective. Journal of Consumer Culture, 5(2), 235–258.
Assael, H. (1992). Consumer Behavior and Marketing Action (4th ed.). PWS-KENT
Publishing company.
Amatulli, C., & Guido, G. (2012). Externalised vs. internalised consumption of luxury
goods: Propositions and implications for luxury retail marketing. International
Review of Retail, Distribution and Consumer Research, 22(2), 189–207.
Aaker, D. A. (1996). Building Strong Brands. New York: The Free Press.
Ballina, J. (2019) Scarcity as a Desirable Attribute of Luxury Fashion Brands in Millennial Marketing. Market-Tržište, Vol. 31, No. 2, 2019, pp. 153-170
Brun, A., & Castelli, C. (2013). The nature of luxury: a consumer perspective. International Journal of Retail & Distribution Management Vol. 41 No. 11/12
Baker, J., Ashill, N., Amer, N., & Diab, E. (2018). The internet dilemma: An exploratory study of luxury firms’ usage of internet-based technologies, Journal of Retailing and Consumer Services, vol. 41, no. 1, pp. 37-47
Berry, C. J. (1994). The idea of luxury: A conceptual and historical investigation. Cambridge, UK: Cambridge University Press
Blazquez, M., Mattich, K., Henninger, C. E., & Helberger, E. (2019). The effects of rebranding on customer-based brand equity, International Journal of Business and Globalisation, vol. 22, no. 1, pp. 91-109
Beggan, J. K. (1992). On the social nature of nonsocial perception: The mere ownership effect. Journal of Personality and Social Psychology. 62 (2): 229–237.
Bachmann, F., Walsh, G., & Hammes, E. K. (2018). Consumer perceptions of luxury brands: An owner-based perspective, European Management Journal
Belk, R. (2013). Extended self in a digital world, Journal of Consumer Research, Vol. 40 No. 3, pp. 477-500.
Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15, 139-68.
Bakanauskas, A., & Jakutis, A. (2010). Customer value: determination in undefined environment. Management of Organizations: Systematic Research, Vol. 53 No. 53, pp. 7-18.
Bick, G. (2009). Increasing shareholder value through building customer and brand equity. Journal of Marketing Management, Vol. 25 No. 1, pp. 117-141.
Bodamer, D. (2010). Are you Experiential? Retail Traffics , Vol. 39.
Christen, A., & Willson, P. (2018). What degree could Swiss Millennials’ conflicting desire for fashion, brand meaningfulness and sustainability be solved by the fashion-on-demand business model. Mémoire de bachelor : Haute école de gestion de Genève
Cornell, A. (2002). Cult of luxury: The new opiate of the masses. Australian Financial Review, 27th April: 47.
Chevalier, M., & Gerald, M. (2008). Luxury brand management: a world of privilege. New York: Wiley—VCH.
Chapman, J. (1986). The impact of discounts on subjective product evaluations. Working paper, Virginia Polytechnic Institute and State University, Blacksburg.
Celsi, R. L., & Jerry, C. O. (1988).The Role of Involvement in Attention and Comprehension Processes. Journal of Consumer Research, 15 (September), 210-24.
Chaudhuri, A., & Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
Chaudhuri, H.R., & Majumdar, S. (2006), Of diamonds and desires: understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, Vol. 11, pp. 1-18.
Chang, H. H., & Liu, Y. M. (2009) The impact of brand equity on brand preference and purchase intentions in the service industries, The Service Industries Journal, 29:12, 1687-1706, DOI: 10.1080/02642060902793557
de Chernatony, L., Harris, F., & Christodoulides, G. (2004). Developing a brand performance measure for financial services brands. The Service Industries Journal, 24(2), 15–33.
Choi, T., -M. (2014). Fashion branding and consumer behaviors. Springer Science+Business Media New York.
Choi, Y., -J., Yang, S., -J., &Yoon, S., -Y. (2014). The Effect on Korean Consumers' Brand Preference, Trust and Purchase Intention for Donation Amount Information of Luxury Fashion Brands. Journal of Fashion Business. Vol.18, pp.19-37
Cailleux, H., Mignot, C., & Kapferer, J. N. (2009). Is CRM for luxury brands? Journal of Brand Management, 16(5–6), 406–412.
Chung, Y., & Kim, A.-J. (2020), Effects of mergers and acquisitions on brand loyalty in luxury Brands: The moderating roles of luxury tier difference and social media.
Journal of Business Research,Vol.120, pp. 434-442.
Chomvilailuk, R., & Butcher, K. (2010). Enhancing brand preference through
corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics, Vol. 22 No. 3, pp. 397-418.
Department. (2008). The luxury survey: An in‐depth report on how U.S. millennials look at luxury. Time
Dubois, B., & Duquesne, P. (1993). The market for luxury goods: income versus culture. European Journal of Marketing, 27 (1): 35-44.
Dubois, B., & Czellar, S., & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries. Marketing Letters, Vol. 16 No. 2, pp. 115-128.
Dubois, B., Laurent, G., & Czellar, S. (2001). Consumer rap- port to luxury: Analyzing complex and ambivalent atti- tudes. Consumer Research Working Paper, No. 736, HEC, Jouy-en-Josas, France.
de Chernatony, L., & McDonald, M.H.B. (1994) Creating Powerful Brands, 2nd edn. London: Butterworth-Heinemann Ltd.
Danziger P. (2005)Let them eat cake: Marketing luxury to the masses, as well as the classes. Deerborn, Trade Publishing, Chicago.
Eastman, J.K., Iyer, R.,Shepherd, C.D., Heugel, A., & Faulk, D. (2018). Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults. Psychology and Marketing, Vol. 35 No. 3, pp. 220-236.
Eastman, J. K., & Eastman, K. L. (2015). Conceptualizing a model of status consumption theory: An exploration of the antecedents and consequences of the motivation to consumer for status. Marketing Management Journal, 25(1), 1-15.
Eckhardt, G.M., Belk, R.W., & Wilson, J.A. (2015), The rise of inconspicuous consumption, Journal of Marketing Management, Vol. 31 Nos 7/8, pp. 807-826.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley Publishing Company
Fritze, M. P., Marchand, A., Eisingerich, A., & Benkenstein, M. (2020). Access-based services as substitutes for material possessions: The role of psychological ownership. Journal of Service Research.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4): 343-353.
Giovannini et al. (2015). Luxury fashion consumption and Generation Y consumers. Journal of Fashion Marketing and Management 19(1):22-40.
Goody. (2006). From misery to luxury. Social Science Information, 45(3), 341-348.
Gurzki, H., & Woisetschla€ger, D. M. (2017). Mapping the luxury research landscape: A bibliometric citation analysis. Journal of Business Research, 77, 147-166.
Gensch, D. (1987). A two-stage disaggregate attribute choice model. Marketing Science, 6(3), pp.223-231.
Grimm, P. (2005), Ab components’ impact on brand preference, Journal of Business Research, 58, pp.508–517.
Grubb, E. L., & Harrison L. G. (1967). Consumer Self Concept, Symbolism, and Market Behavior: A Theoretical Approach. Journal of Marketing, 31, 22-27.
Halwani, L. (2020). Heritage luxury brands: insight into consumer motivations across
Heritage luxury brands. Heritage luxury brands.
Heine, K., & Phan, M. (2011). Trading-up mass-market goods to luxury products. Australasian Marketing Journal, 19(2), pp. 108-114. ISSN 1441-3582.
Hirschman, E.C., & Morris B.H. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing 46 (3): 92-101.
Hoch, S. J., & Deighton, J. (1989). Managing What Consumers Learn from Experience. Journal of Marketing, 53 (April), 1-20.
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer‐brand relationships. Journal of Product and Brand Management, 21(2), 98–108.
Hwang, J., & Chihyung , O. (2013). The antecedents and consequence of consumer attitudes toward restaurant brands: A comparative study between casual and fine dining restaurants. International Journal of Hospitality Management, pp121 -131
Hennigs, N., Wiedmann, K.-P., Klarmann, C., & Behrens, S. (2015). The complexity of
value in the luxury industry: From consumers' individual value perception to
luxury consumption. International Journal of Retail & Distribution Management,
43, 1e27.
Holt, D. B. (1995). How consumers consume: A typology of consumption practices.
Journal of Consumer Research, 22(June), 1–16.
Han, Y.J., Nunes, J.C. & Drèze, X. (2010). Signaling status with luxury goods: The role
of brand prominence. Journal of Marketing, Vol. 74, No. 4, pp 15−30.
Huang, Z., & Wang, C., L. (2018). Conspicuous consumption in emerging market: The
case of Chinese migrant workers. Journal of Business Research, 86, pp. 366-373.
Jain, S. (2019). Assessing the moderating effect of subjective norm on luxury purchase
intention: a study of Gen Y consumers in India. International Journal of Retail & Distribution Management Vol. 48 No. 5, 2020 pp. 517-536
John R. Jr., & Bertram H. Raven. (1959). Bases of social power. In Studies in Social Power. Eds. Dorwin Cartwright. Institute for Social Research, Ann Arbor, MI, 150–167.
Kim, J.-H., Hsu, M. M., & Yuen, C.-I. A. (2020). Individual and social factors impacting Chinese millennials’ luxury consumption. International Journal of Costume and Fashion, 20(1), 27-43.
Kim, D., & Jang, S. S. (2014). Motivational drivers for status consumption: A study of generation Y consumers. International Journal of Hospitality Management, 38, 39–47.
Keller, K. L. (2009). Managing the growth tradeoff: Challenges and opportunities in. luxury branding. Journal of Brand Management Vol. 16 Issue 5/6, p290-301.
Keller, K. L. (1993). JOM, 57, 1, 1-22
Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail
environment. Journal of Interactive Marketing, 24, 58e70.
Kauppinen‐Räisänen, H., Björk, P., Lönnström, A., & Jauffret, M.‐N. (2018). How consumers' need for uniqueness, self‐monitoring, and social identity affect their choices when luxury brands visually shout versus whisper. Journal of Business Research, 84, 72–81.
Kapferer, J. N., Bastien V. (2008). The luxury strategy: break the rules of marketing to build luxury brands. Kogan Page Ltd.
Kapferer, J. N., Laurent, G. (2015). Where Do Consumers Think Luxury Begins? A Study of Perceived Minimum Price for 21 Luxury Goods in 7 Countries. Journal of Business Research, 69(1), pp. 332-340. ISSN 0148-2963.
Kapferer, J. N. (2012b). The New Strategic Brand Management: Advanced Insights and Strategic Thinking, London: Kogan Page Publishers
Kapferer, J. N., & Michaut, A. (2019). Are Millennials really redefining luxury? A cross- generational analysis of perceptions of luxury from six countries. Journal of Brand Strategy, vol. 8, no. 3, pp. 250-264
Kumar, A., & Thomas G. (2015). Some “Thing” to Talk About? Differential Story Utility from Experiential and Material Purchases. Personality and Social Psychology Bulletin, 41 (10), 1320-31.
Kim, J. S. (1998). Assessing the causal relationships among materialism, reference group, and conspicuous consumption of Korean adolescents. Consumer Interests Annual, 44, 155.
Kim, J., & Joung, H. M. (2016). Psychological underpinnings of luxury brand goods re- purchase intentions: Brand–self congruity, emotional attachment, and perceived level of investment made. Journal of Global Scholars of Marketing Science, 26(3), 284–299.
Kirmani, A., Sood, S., & Bridges, S. (1999). The Ownership Effect in Consumer Responses to Brand Line Stretches. Journal of Marketing, Vol. 63, No. 1
Kirmani, A., & Valarie Z. (1993). Advertising, Perceived Quality and Brand Image. Brand Equity and Advertising,143-62.
Kolter, P., Bowen, J. T., & Makens, J. C. (1999). Marketing for Hospitality and Tourism, NJ: Prentice Hall.
Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior. Journal of Business Research, 65, 1399–1407.
Kastanakis, M. N., & Balabanis, G. (2014). Explaining variation in conspicuous luxury consumption: An individual differences’ perspective. Journal of Business Research, 67, 2147–2154.
Kanagaretnam, K., Mestelman, S., Nainara, K., & Mohamed, S. (2009). The impact of social value orientation and risk attitudes on trust and reciprocity. Journal of Economic Psychology, Vol. 30, No. 3, pp. 368–380.
Kastanakis, M., N., & Balabanis, G. (2012). Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior. Journal of Business Research, Vol. 65, Iss. 10, pp. 1399-1407.
Luffarelli, J. (2019). Let the logo do the talking: the influence of logo. Journal of Marketing. Research, vol. 56
Lambert -P. R., Laurent, G., & Lapersonne, E. (2005). Repeat purchasing of new automobiles by older consumers: empirical evidence and interpretations, Journal of Marketing, Vol. 69 No. 2, pp. 97-113.
Lu, P. X., & Pras, B. (2011). Profiling Mass Affluent Luxury Goods Consumers in China: A Psychographic Approach. Thunderbird International Business Review 53(4)
Leibenstein, H. (1950). Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand. Quarterly Journal of Economics 64 (May): 183-207.
Liu, X., & Hu, J. (2012). Adolescent evaluations of brand ex- tensions: The influence of reference group. Psychology & Marketing, 29, 98–106.
Li, J. J., & Su, C. (2007). How face influences consumption: A comparative study of American and Chinese consumers. International Journal of Market Research, 49, 237– 256.
Lee, N., & Kotler, P. (2016). Social Marketing: Changing Behaviors for Good, Los Angeles: SAGE Publishing
Lengelé, Justine. (2016)Mass customisation in the luxury industry: An answer to consumers’ needs or a risk of diluting the branding efforts?. Louvain School of Management, Université catholique de Louvain.
Lynn, M. (1991). Scarcity effects on value: Quantitative review of the commodity theory literature. Psychology and Marketing, 8(1), 45–57.
Müller, B., Kpcher, B., & Crettza, A. (2013). The effects of visual rejuvenation through brand logos. Journal of Business Research, 66(1)
Mandler, T., Johnen, M., & Gräve, J.F. (2019). Can’t help falling in love? How brand luxury generates positive consumer affect in social media, Journal of Business Research
Mrad, M., Farah, M., & Haddad, S. (2018). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, vol. 26, no. 5, pp. 567-582
Mazumdar, T. (1986). Experimental investigation of the psychological determinants of buyers’ price awareness and a comparative assessment of methodologies for retrieving price information from memory. Working paper, Virginia Polytechnic Institute and State University, Blacksburg.
Morewedge, C. K., & Giblin, C. E. (2015). Explanations of the endowment effect: an integrative review. Trends in Cognitive Sciences. 19 (6): 339–348.
Malhotra, N. K. (1988). Self concept and product choice: An integrated perspective. Journal of economic Psychology, Volume 9, Issue 1.
Muniz, A.M., & O’Guinn, T.C. (2001). Brand community, Journal of Consumer Research, Vol. 27 No. 4, pp. 412-32.
Mallinckrodt, V., & Mizerski, D. (2007). The effects of playing an advergame on young children’s perceptions, preferences, and requests. Journal of Advertising, Vol. 36 No. 2, pp. 87-100.
Mainolfi, G. (2020). Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers. Journal of Business Research, Vol. 120, pp. 286-293
Novotná, M., & Kunc, J. (2019). Experience Matters! Luxury consumption patterns and
motivation of the Czech affluent society. Deturope. 11(2), 121-142.
Netek, K., & Carbone, F. (2020). Drinking from the Fountain of Youth? Brand rejuvenation in the case of heritage luxury fashion brands: Insights from Millennial consumers. Lund university.
Norum, P.S. (2003). Examination of generational differences in household apparel expenditures. Family and Consumer Sciences Research Journal, Vol. 32 No. 1, pp. 52-75.
O’Cass, A., & Siahtiri, V. (2013). In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults. Journal of Retailing and Consumer Services, 20, 505–515.
Pual, J. (2018). Masstige model and measure for brand management. European Management Journal European Management Journal 37, 299-312
Park, H.‐J., Rabolt, N. J., & Jeon, K. S. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management, 12(2), 244–259.
Park, K. -S., Yvette, R., & Eun -H. N. (2010). Luxury shopping in tourism. International Journal of Tourism Research 12.2: 164-178.
Phau, I., & Prendergast, G. (2000). Consuming luxury brands: The relevance of the ‘Rarity Principle’. Brand Management 8, 122-138.
Patil, P. H. (2017). Brand awareness and Brand Preference. International Research Journal of Management and Commerce, Vol. 4
Pantzalis, I. (1995). Exclusivity Strategies in Pricing and Brand Extension, unpublished doctoral dissertation. University of Arizona, Tucson, AZ.
Richins, M., & Scott D. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research 19 (2): 303-316.
Silvano, M. (2020). Playing Against the Rules: How a digital strategy can enhance a Luxury Business. Universidade Católica Portuguesa– The Case of Burberry
Schade, M., Hegner, S., Horstmann, F., & Brinkmann, N. (2016). The impact of attitude functions on luxury brand consumption: An age‐based group comparison. Journal of Business Research, 69(1), 314–322.
Sundie, J.M., Kenrick, D.T., Griskevicius, V., Tybur, J.M., Vohs, K.D., & Beal, D.J. (2011). Peacocks, Porsches, and Thorstein Veblen: Conspicuous consumption as a sexual signaling system. Journal of Personality and Social Psychology, 100(4): 664.
Silverstein, M. J., & Fiske, N. (2008). Trading up: Why consumers want new luxury
goods e and how companies create them. London: Penguin Random House.
Shukla, P. (2010). Status consumption in cross-national context. Socio-psychological, brand and situational antecedents. International Marketing Review, 27, 108– 129.
Shu, S. B., & Peck, J. (2011). Psychological ownership and affective reaction: Emotional attachment process variables and the endowment effect. Journal of Consumer Psychology. Special Issue on the Application of Behavioral Decision Theory. 21 (4): 439–452
Shin, H., Eastman, J. K., & Mothersbaugh, D. (2017). The effect of a limited-edition offer following brand dilution on consumer attitudes toward a luxury brand. Journal of Retailing and Consumer Services, 38, 59-70. doi:10.1016/j.jretconser.2017.05.009
Schmitt, B. (2012). The consumer psychology of brands. J. Consum. Psychol. 22, 7–17.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2),
189–214.
Smith, J.B., & Colgate, M. (2007). Customer value creation: a practical framework.
Journal of Marketing Theory and Practice, Vol. 15 No. 1, pp. 7-23.
Sirgy, M., J. (1982). Self- Concept in Consumer Behavior: A Critical Review.
Consumer research, Vol. 9, No. 3
Snyder, C. R. & Fromkin, H. L. (1977). Abnormality as a positive characteristic: The
development and validation of a scale measuring need for uniqueness. Journal of
Abnormal Psychology, 86(5), 518–527.
Shimul, A. S., Phau, I., & Lwin,M.(2019). Conceptualizing luxury brand attachment:
scale development and validation. Journal of Brand Management, 26(6), 675-690.
Setiowati, R., & Liem, Y.(2018). Impact of Packaging Design on Perceived Quality,
Perceived Value, Brand Preference, and Repurchase Intention of Candy Products in Jakarta. Pertanika Journal of Social Sciences & Humanities. Vol. 26T, p297-306. 10p.
Soh, C.Q., Rezaei, S., & Gu, M.L. (2017). A structural model of the antecedents and
consequences of Generation Y luxury fashion goods purchase decisions. Young Consumers, Vol. 18 No. 2, pp. 180-204.
Tsai, W. -S., Yang, Q., & Liu, Y. (2013). Young Chinese Consumers’ Snob and Bandwagon Luxury Consumption Preferences. Journal of International Consumer Marketing, 25: 290-340.
Tsai, S.-P. (2005). Impact of personal orientation on luxury- brand purchase value: An international investigation. International Journal of Market Research, 47, 429– 454.
Tomba, L. (2004). Creating an urban middle class: Social engineering in Beijing. The China Journal 51:1–26.
Tynan, C., McKechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, Vol. 63 No. 11, pp. 1156-1163.
Thompson, K. E., Knox, S. D., & Mitchell, H. G. (1997). Business to business brand attributes in a changing purchasing environment. Irish Marketing Review, Vol.10.
Tascioglu, M., Eastman, J. K., & Iyer, R. (2017). The impact of the motivation for status on consumers’ perceptions of retailer sustainability: The moderating impact of collectivism and materialism. Journal of Consumer Marketing.
Trinh, V.D., & Phau, I. (2012). The overlooked component in the consumption of counterfeit luxury brands studies: materialism - a literature review. Contemporary Management Research, Vol. 8, No. 3, pp. 251–264.
Urde, M., Greyser, S. A., & Balmer, J., M.-T. (2007). Corporate Brands with a Heritage. Working Paper No. 07/18
Vickers, J. S., & Renand, F. (2003). The marketing of luxury goods: an exploratory study- three conceptual dimensions. The Marketing Review, 3 (4): 459-478.
Vigneron, F., & W. Johnson. (2004). Measuring perceptions of brand luxury. Journal of Brand Management 11 (6): 484-506.
Vigneron, F., & Johnson, L. W. (1999). A review and conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review, 99(1), 1–15.
Valentine, D.B., & Powers, T.L. (2013). Generation Y values and lifestyle segments, Journal of Consumer Marketing, vol. 30, no. 7, pp. 597-606
Veloutsou, C., & Moutinho, L. (2009). Brand relationship through brand reputation and brand tribalism, Journal of Business Research, Vol. 62 No. 3, pp. 314-22.
Vargas, F., G. (2015). NEW CHALLENGES IN THE LUXURY UNIVERSE:
An exploratory study of the concept of luxury experience in the Brazilian Market from the perspective of brands and consumers: a case study of Pati Piva.
Weinman, J. (2015). Digital disciplines: Attaining market leadership via the cloud, big data, social, mobile, and the Internet of things, Hoboken, New Jersey: John Wiley & Sons Inc.
Wiedmann, K.-P., & Hennigs, N. (2007). Measuring consumers' luxury value perception: A cross-cultural framework. Academy of Marketing Science Review · January
Wiedmann, K.-P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, Vol. 26 No. 7, pp. 625-651.
Wiedmann, K.-P., Hennigs, N., Schmidt, S., & Wuestefeld, T.(2011). Drivers and outcomes Of brand Heritage: consumers’ Perception Of Heritage Brands in the automotive industry. The Journal of Marketing Theory and Practice 19(2):205-220
Wiedmann, K.-P., Hennigs, N., & Kalrmann C. (2012). What is the Value of Luxury? A Cross-Cultural Consumer Perspective. Psychology & Marketing, vol. 29(12): 1018-1034
Wuestefeld, T., Hennigs, N., Schmidt, S. & Wiedmann, K.-P. (2012). The impact of Brand heritage on customer perceived value. Der Markt, Vol. 51 Nos 2/3, pp. 51-61.
Wirtz, J., Holmqvist, J., & Fritze, M. P. (2020). Luxury services. Journal of Service
Management.
Wang, Edward, S. T. (2013). The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail & Distribution Management Vol. 41 No. 10, 2013 pp. 805-816
Wang, Edward, S. T. (2010). Impact of Multiple Perceived Value on Consumers' Brand Preference and Purchase Intention: A Case of Snack Foods. Journal of Food Products Marketing. 16:4, 386-39
Wallendorf, M., & Eric J. A. (1988). My Favorite Things: A Cross-Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage. Journal of Consumer Research, 14, 531-47.
Yoon, S., & Lee, E.-M. (2019), Social and psychological determinants of value co-creation behavior for South Korean firms: a consumer-centric perspective. Asia Pacific Journal of Marketing and Logistics, Vol. 31 No. 1, pp. 14-36.
Yoo, B., Donthu, N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science. Vol. 28, No. 2, pp. 195-211.
Yam, B. L., Xing, X., & Zhang, Z.(2018). Business Models in a Digital Age: Balancing Competitive & Collaborative Forces. Proceedings of the 15th International Conference of the Society for Global Business & Economic Development (SGBED).
Halzack, S. (2015, January). The definition of luxury retail is being ‘shattered.’ The Washington Post.
https://www.washingtonpost.com/news/business/wp/2015/01/12/the‐definition‐ of‐luxury‐retail‐is‐being‐shattered/?noredirect=onandutm_term=. e1088827f97f
Imagination. (2019). How can brands adapt to change in the luxury sector?, Available online: https://imagination.com/news/how-can-brands-adapt-change-luxury-sector [Accessed 27 April 2020]
Murray, P. N. (2016) The Emotions of Luxury. Retrieved from https://www.psychologytoday.com/blog/inside - the - consumer – mind/201610/the – emotions – luxury