The role of status consumption and brand equity : a comparative study of the marketing of Indian luxury brands by traditional and social-media
Rehan Husain, Amna Ahmad, Bilal Mustafa Khan
| Year of publication: |
2022
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|---|---|
| Authors: | Husain, Rehan ; Ahmad, Amna ; Khan, Bilal Mustafa |
| Published in: |
Global business and organizational excellence : GBOE. - Hoboken, NJ : Wiley, ISSN 1932-2062, ZDB-ID 2322782-5. - Vol. 41.2022, 4, p. 48-67
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| Subject: | brand equity | luxury brands | purchase intention | social media | status consumption | Indien | India | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Social Web | Social web | Markenführung | Brand management | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/joe.22156 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013175672