( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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AN ANALYSIS OF CUSTOMER COMMITMENTS TOWARDS LUXURY APPAREL BRANDS

    2 Author(s):  SARASWATI SINGH,DR.ANANT SRIVASTAVA

Vol -  13, Issue- 5 ,         Page(s) : 198 - 210  (2022 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

This paper is a literature review in analysing the factors influencing the customer’s commitment towards high end luxury brands. What influences the customer’s commitment to high end luxury brands has been of vital interest to the retail industry especially in these pandemic times when the retail industry has been badly hit due to worldwide closures and lockdowns. A lot of study has been done worldwide but very few studies have explored the Indian diaspora especially considering the fact that the hi-end luxury market is growing at an unprecedented pace.

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A Eisengerich & G Rubera,” Drivers Of brand commitment a cross national investigation. Journal of international marketing,18(2) PP 64-79(2010)

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