What is it about?
The research work recommends the complimentary and synergistic effects of six inter-related but distinct-factors that are likely to influence buyer's willingness to pay price premium for celebrity-owned brands (COBs).
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Why is it important?
The paper deviates from the traditional and widely researched linkage of a celebrity with a brand through endorsement.
Perspectives
This study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression for finding how celebrity-owned brands can gain price premium.
Dr. Neeraj Pandey
Indian Institute of Management Mumbai
Read the Original
This page is a summary of: Determinants of celebrity-owned brands leveraging price premium, Journal of Fashion Marketing and Management, July 2017, Emerald,
DOI: 10.1108/jfmm-11-2016-0099.
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