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Keywords: Luxury brand attachment
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (9): 2068–2081.
Published: 10 April 2023
...Juran Kim; Joonheui Bae Purpose This study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on Metaverse users. Design/methodology...

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