TY  - BOOK
AU  - Tak, Preeti
AU  - Pareek, Ashish
TI  - Consumer attitude towards luxury brands: : an empirical study
PY  - 2016///
CY  -  Hydrabad 
PB  - I UP Publication 
KW  - Fashion
KW  -  Consciousness
KW  -  India
KW  - Consumers -- Attitudes
KW  - Brand Name
KW  - Products
KW  - Consumers
KW  - Regression Analysis
N1  - The buying pattern among Indian consumers has witnessed dramatic change over the past decade. Higher
income has enhanced consumer buying power. As a result, consumers are readily adopting global luxury
brands  at  a  much  faster  pace.  Indian  consumers  are  attracted  towards  acquiring  luxury  brands  and
purchasing these brands has become a prestige symbol. Luxury brands are helpful in communicating one's
uniqueness, fashion style and individuality in social circles. This study analyzes the impact of dimensions
of consumers’ need for uniqueness and fashion consciousness on the attitude towards luxury brands. A
structured questionnaire was used to collect the data. To test the hypotheses, correlation and regression
analyses were employed. The findings suggest that the dimensions of consumers’ need for uniqueness and
fashion consciousness positively influence their attitude towards luxury brands. The paper concludes with
a  discussion on the future directions  of  study
ER  -