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What is Customer Perception in Luxury Branding about?
This research article investigates the factors influencing customer perception, purchase intention, and buying decisions for branded luxury products, emphasizing the role of price discounts. The study identifies four key determinants—Quality, Trust, Psychological, and Social—that shape customer perceptions and intentions. It concludes that price discounts partially mediate the relationship between purchase intentions and actual buying decisions, significantly impacting consumer behavior in the luxury market
- Author
- Phương Vy
- Language
- EN