When luxury brand rejection causes brand dilution
Year of publication: |
2021
|
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Authors: | Khalifa, Dina ; Shukla, Paurav |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 129.2021, p. 110-121
|
Subject: | Brand dilution | In-group/out-group | Luxury | Rejection | Self–brand connection | Self–construal | Luxusgüter | Luxury goods | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
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