Investigating consumers' brand desirability for upcycled luxury brands

Phau, Ian; Akintimehin, Olamide Oluwabusola and Lee, Sean (2022). Investigating consumers' brand desirability for upcycled luxury brands. Strategic Change, 31(5) pp. 523–531.

DOI: https://doi.org/10.1002/jsc.2523

Abstract

This paper investigates consumers' values on attitude and brand desirability for upcycled luxury designer shirts. Consumer values in the present study's context consist of terminal and instrumental values. Findings show that terminal values do not strongly influence the attitude towards the Burberry previous collection shirts nor brand desirability for the Burberry leftover fabric shirts and the Burberry previous collection shirts compared to Burberry generic shirts. Instrumental values do not strongly influence the attitude towards the Burberry leftover fabric shirts. Still, a stronger influence on brand desirability for the Burberry previous collection shirts than Burberry generic shirts. Managerial and strategic implications should focus on instrumental values to evoke favorable luxury brand desirability.

Viewing alternatives

Download history

Metrics

Public Attention

Altmetrics from Altmetric

Number of Citations

Citations from Dimensions

Item Actions

Export

About

  • Item ORO ID
  • 85085
  • Item Type
  • Journal Item
  • ISSN
  • 1086-1718
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © 2022 The Authors
  • Depositing User
  • ORO Import

Recommendations