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Author

Ian Phau

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Open access Oct 2026

The cool identity: mediating roles of luxury brand currency and preference in willingness to pay more

This study aims to examine how brand coolness functions as a driver of young consumers' willingness to pay more for luxury products. Specifically, it investigates the mediating roles of luxury brand currency and luxury brand preference in this relationship. Data were collected from 296 young consumers (aged...

Yan-Ting Zou, Garry Tan Wei Han, Ian Phau · 0 citations

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