Luxury Brands in the Digital Age – the Trust Factor

  • Meng-Shan Wu
  • Cheng-Hao Chen
  • Isabella Chaney


Luxury brand marketing has been suggested as one of the fastest growing industries [49] with several research institutions routinely reporting on the market emphasising its considerable value. In a Verdict report, it is predicted that the global market for luxury branded goods will be worth £225bn by 2012 [14]. Until recently luxury brands were the preserve of affluent people from privileged backgrounds but with rising incomes and availability of credit, luxury brands have become more affordable to a wider range of consumers than previously [47], [48].


Purchase Intention Online Shopping Luxury Good Online Retailer Consumer Trust 
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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.EghamUnited Kingdom
  2. 2.Oxford Brookes University WheatleyOxfordUnited Kingdom

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