Anticipatory Guilt on the Consumption of Luxury Brands

Zusatztext

The aim of the study is to examine consumer perceptions towards luxury branded products made in sweatshops. The theory of planned behaviour is applied to measure the relationship between attitudes towards luxury brands made in sweatshops, social norms (normative susceptibility, information susceptibility, integrity), perceived behavioural control (self-efficacy), towards intention to purchase luxury branded apparel made in sweatshops, and willingness to pay more for luxury branded apparel not made in sweatshops. The findings of the study will be valuable to practitioners, academics and policy makers in generating feasible branding strategies.

Autorenportrait

My name is Joe Chuah from Malaysia. I would like to thank my family members for providing me the opportunity and support to pursue my Master degree. I would like to also thank Lambert Academic Publishing for publishing my research with a hope that would benefit many especially the Luxury Apparel Industry.

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