Consumption motives for luxury fashion products : effect of social comparison and vanity of purchase behaviour.
This thesis aims to investigate the relationships between vanity, social comparison and purchase behaviour. Specifically, this thesis defines and develops a conceptual model that expands on these relationships where vanity and social comparison act as antecedents to consumers’ self-esteem and produc...
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| Language: | en |
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University of Canterbury. Department of Management, Marketing and Entrepreneurship
2015
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| Online Access: | http://hdl.handle.net/10092/10788 |