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100			_aTak, Preeti _921655
245			_aConsumer attitude towards luxury brands: _ban empirical study. _cPreeti Tak and Ashish Paree
260			_a Hydrabad _bI UP Publication _cMarch 2016
300			_a7 - 19 p. _bPaper
500			_aThe 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.
650			_aFashion _x Consciousness _z India _921656
650			_aConsumers -- Attitudes _xBrand Name _z India _921657
650			_aProducts _xConsumers _z India _921658
650			_aRegression Analysis _z India _921659
700			_aPareek, Ashish _921660
773	0		_030415 _958648 _aMURTHY, E N _dIUP PUBLICATION HYDERABAD _o5555611 _tBRAND MANAGEMENT
942			_2ddc _cJA-ARTICLE
999			_c43014 _d43014